AdChina

AdChina(Chinese: 易传媒) is an integrated digital platform in China that runs its own ad network, ePR network, eCommerce platform and SNS (social networking sites) network. AdChina provides brands (P&G, China Telecom, Unilever, L'Oreal, Nike, etc.) and agencies (Vivaki, OgilvyOne, etc.) with integrated digital marketing and sales products and services, including branding, iWOM, and online sales.

History

In April 2007, AdChina was founded in Silicon Valley, United States. AdChina headquarters in Shanghai, with offices in Beijing, Guangzhou and Xiamen.

Financing

AdChina is a venture-backed technology company. Its investors include GSR Ventures, Richmond Management and News Corporation.

• 1st Round Funding: AdChina closed its first round funding led by GSR Ventures in June, 2008 ^[1].

• 2nd Round Funding: AdChina raised its second round funding led by Richmond Management, along with co-investors GSR Ventures and News Corporation in June, 2009^[2]. AdChina will use the funds to grow its staff and invest in several new technology and commercial initiatives planned for 2009-2010.

• 3rd Round Funding: AdChina announced on November 2, 2010, that it had completed its third round of financing of US$40 million. Part of the financing will be used to boost AdChina's mobile advertising platform, while the rest will be used for investments, mergers, and acquisitions in the sector ^[3].

Partnerships

China Network Television (CNTV)

On January 7, 2010, China Network Television ([1]), a newly established national Internet TV station owned by China Central Television (CCTV), and AdChina announced a strategic partnership to jointly develop China's online video ad market^[4].
The two parties have set up a joint CNTV-AdChina Online Video Ad Lab, aiming to develop new ad formats, audience segmentation, and ad targeting and optimization technologies. They will also establish online video ad guidelines and standards, and develop a brand tracking system to allow advertisers and agencies to measure the online video ads' impact on brand metrics on CNTV and in the industry.
CNTV is licensing AdChina AdManager as CNTV's ad serving, tracking, and brand measurement platform.

HunanTV.com

On January 19, 2010, Hunantv.com(www.hunantv.com), the new media platform of Hunan Satellite Television, which just launched its online TV station (www.imgo.tv), and AdChina announced a strategic partnership^[5], and set up a joint online video ad lab which is the first video ad lab in new media area founded by a province level satellite TV station in China.
Hunantv.com is licensing AdChina AdManager as the ad serving, tracking, and brand measurement platform for hunantv.com and imgo.tv.

Products & Services

Syndication WebTV

On-site WebTV

MSN Shopping Channel

WebTV Platform

Based on the partnerships with TV media (CNTV and HunanTV.com), AdChina build a platform to serve ads along with TV video contents, named WebTV, in terms of video content syndication via the AdChina ad network and on-site video ad formats.
The syndication WebTV looks like a floating AdTV with multiple TV video clips (15~30 sec.) embedded, and TVC ads are served between the clips. The on-site video ad formats refer to regular video ad formats including pre-roll and background ad on the online platforms of TV media.

Online Video Website

AdChina integrates the ad inventory of online video websites and client programs into its video ad network.

Social Media(social networking sites) Network

AdChina SNS network integrates a number of applications (APP) on multiple social networking sites to provide marketers with advertising services in terms of expandable banner ad, brand image embedding into APP and tailored APP. Moreover, AdChina leverages the demographic information of social networking sites users to deliver demographic targeted ads across the whole AdChina ad network. Besides advertising, AdChina cooperates with plenty of opinion leaders on social networking sites to implement ePR campaigns for marketers.

Mobile Network

AdChina mobile network extends products and services of AdChina from Internet to mobile, including display ad network, ePR network, social media network and video ad network, to offer advertisers integrated digital marketing solutions across mobile and Internet.

References

1. ^ Mark Hefflinger. "Chinese Online Ad Network AdChina Lands $10 Million". Digital Media Wire. http://www.dmwmedia.com/news/2008/06/13/chinese-online-ad-network-adchina-lands-$10-million. 
2. ^ Mark Hefflinger. "Chinese Online Ad Network AdChina Closes Second Round". Digital Media Wire. http://www.dmwmedia.com/news/2009/07/20/chinese-online-ad-network-adchina-closes-second-round. 
3. ^ "AdChina Completed 3rd Round USD40mn Financing". Richmond Global. http://www.rglobal.com/news/detail/34. 
4. ^ "China Central Television's (CCTV) CNTV and AdChina Announce Strategic Partnership to Develop China's Online Video Ad Market". Yahoo! Finance. http://finance.yahoo.com/news/China-Central-Televisions-prnews-868230913.html?x=0&.v=100. 
5. ^ "HunanTV New Media and AdChina Announce Strategic Partnership to Develop China's Online Video Ad Market". Reuters. January 25, 2010. http://www.reuters.com/article/idUS136752+25-Jan-2010+PRN20100125.