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BizReport : Mobile Marketing : January 18, 2011

CCTV, 3rdSpace to deliver mobile ads across China

China's hungry mobile population may get a few new snacks starting this week. China Central Television (CCTV) has announced they'll now serve up mobile ads with 3rdSpace. China is the world's largest mobile market. Ads will be offered for iPhone and Android devices as well as through WAP portals.

by Kristina Knight

"With over 850 million mobile phone users in China, our agreement with CCTV positions 3rd Space as a leading company in the mobile advertising industry in China. We are working with a number of global brands to create innovative and engaging customer acquisition and retention strategies in China's growing digital economy," said Warwick Hill, CEO at 3rd Space.

CCTV is not only the State broadcaster of the Eastern country, but also the 'most valued and recognizable' brand in the country according to company information. Their website brings in more than 10 million unique visitors daily, and has already accumulated 3 million iPhone app downloads of its free-to-view mobile portal. That number is expected to skyrocket over the next year as more Chinese consumers switch to or upgrade their smartphones. By year's end, China's Ministry of Information is forecasting that more than 150 million smartphones will be sold in the country.

Other interesting factoids about China's mobile ecosystem:

• 38% of China's mobile consumers access mobile web browsers
• Only 27% of mobile Americans do the same
• China's mobile ad spend is expected to reach more than $2 billion by 2012 (Juniper Research)

Entering the emerging marketplace may be a struggle for brands. This whitepaper offers some insights into the region.

The advertising partnership will offer traditional display banners, pre-, mid- and post-roll video ads and rich media options. CCTV says they will also offer brands the ability to 'create and maintain their own dedicated eco-systems' within CCTV's portal.

Tags: 3rd Space, CCTV, China, Chinese demographics, mobile ads, mobile consumers, mobile marketing

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