2013 China Digital Playbook for brand advertisers

GroupM Interaction

Table of contents

  1. Digital at global scale
    Overall guidelines for brand advertisers
  2. Dive into E-commerce
    Biggest opportunity for brands in China
  3. Begin to generate great content
    Every brand needs a chief content officer
  4. Nail down mobile basics
    Drive traffic to HTML5 pages with in-app ad buys
  5. Measure brand impact not "clicks"
    Use data + good sense
  6. Keep investing in OTV pre-roll
    Best value in digital
  7. Make display buys audience-based
    Leverage "audience" technologies
  8. Engage your audience over Weibo
    Breaking traditional ad buying models
  9. Go beyond SEM
    "Keywords" only part of the power of Search
  10. Initiate cross-media buys
    Bridging platforms drives memorability

1. Digital at global scale: Overall guidelines for brand advertisers