Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
2008 - Online Advertising in China and Considerations for US Market Entry
1. 6 C H A L L E N G E S U S W E B F I R M S M U S T M E E T
T O S U C C E E D I N C H I N A
Going .CN
2. What This Is
A Report for US Senior Executives at Web Firms trying
to leverage
The largest Internet audience in the World
The largest commercial market
BUT an immature online advertising environment
Whose Revenue Model is based on Online Advertising
4. What We Found
Six Unique Challenges
US Firms Are Unaware or Ignoring these issues
Bottom Line: No US Web Publisher Is Leading In
China Today
They have no natural advantage in China
5. Overcome Fear of Labor
China has a lot of people who need jobs
Brute force labor in lieu of infrastructure
Government likes massive headcounts
Cultural expectations mean face to face is important
Automation is not a virtue
Contrary to typical US firm
focus on labor cost saving
6. The Government – Obey, Lobby but Move Ahead
Multiple government (national and provincial)
authorities and influence
Multiple, often conflicting, rules and regulations
Close ties can be beneficial
Get over the uncertainty
and move ahead
Ask forgiveness if questioned
But See the Great Firewall
7. China Has the Largest Online Audience. So What?
China Internet Audience is 100+% of US Audience
But China Ad Spend is 5% of US
And 80% of that goes to 6 players
Ad Models are unsophisticated
Ad Buyers are different
Focusing on brand awareness
Users Aren’t Transacting
Set Your Expectations
Accordingly
8. Start at Zero – Build Up to What Makes Sense
No US Based, Cookie Cutter Solutions
Rethink Everything for China
Offering
Brand
Model
Systems
Local Leadership
And Autonomy
Is KEY
9. Deals Are Person to Person, Bargained For, and You Buy
What You Can See
Even Online, Guanxi
Matters
Everything Must Be
Negotiable
Advertisers Don’t See
Value Unless They See
the Ad
10. The Chinese Internet Will Not Become the US Internet
Clutter Is Expected
Entertainment
Youth
Community
Provincial
Mobile
Café
11. Final Thoughts
IF Your Goal Is to Compete in China’s Online Ad
Space, Don’t Wait…
Don’t Wait Because of These Challenges
Chinese Internet Is Moving Even Faster than U.S.
Don’t Wait Because of Ethical Issues
Ethical Issues Surrounding Media Especially Difficult
But Not Going to Fundamentally Change; Make Go/No-Go
Decision
Compete Now