Tudou.com, one of the leading video portal in China, two weeks ago announced their parntership with VivaKi, digital media operations of the worldwide Publicis Groupe, to roll out a new online video advertising format called “AdSelector” in the China market.
Tudou is one of the first Internet media companies to partner in this live test and has seen positive feedback from users who were introduced to the new format.
AdSelector allows users to select their preferred video advertising before watching a program. Since including pre-roll, a small trailer of advertising, has become the standard and the most popular video ad format globally, Tudou has worked closely with VivaKi to enhance the experience and introduce this innovate format by giving users more choices.
The AdSelector format had been tested in the U.S. market and is already applied by Hulu. As an expanding initiative, Publicis is introducing the new format and collaborating with top media partners in selected markets to test and collect more case studies.
Based on the prior research, the AdSelector format delivered click-through rates that were 106 percent higher than pre-roll ads. The online ad-recall scores were 290 percent higher than pre-rolls. Aside from Hulu, MSNBC.com and Yahoo.com in the U.S. market are said to launch AdSelector in the next few months.
Tudou, together with VivaKi China, are working together to close the gap of ad technology innovations to create a better user experience for the Chinese netizens while delivering value and ROI to advertisers on its platform.
Top tier brands such as GE, Lancôme, General Mills, Dettol and Veet joined the AdSelector roll-out on Tudou.com. All data will be collected and analyzed to determine Chinese user feedback to this specific new format. So far around 80% users who were exposed to AdSelector on Tudou have responded positively to the experience.