China Top Brand Influencers Survey Report Jointly Presented by

Transcription

1 China Top Brand Influencers Survey Report 2013 C H I N A T O P A D V E R T I S E R S O U T L O O K O F M A R K E T I N G T R E N D S Jointly Presented by 1

2 Top 100 Advertisers Survey Report 2013 This is an age of change. Everything from brands to media, from products and channels to consumers, is being redefined. How to respond to these changes is a common challenge facing all marketers. Global market research firm Millward Brown and China s leading media library Chinamedia360 interviewed top brand influencers in the Chinese market - marketers in international companies in China and leading domestic companies - about the challenges facing marketers, the outlook of marketing innovation, media value and the trends in the coming three years. The findings are aggregated in this China Top Brand Influencers Survey Report This is the second annual study of the same subject. This report presents the core findings of the study and hopefully will shed light on the understanding of the current marketing landscape, marketing innovation and the outlook of media application. 2

3 Top 100 Advertisers Survey Report 2013 The strongest brand influencers: The study surveyed marketing officers at most of the top 100 brands in terms of marketing spending. Real voices from informed executives: The survey, jointly undertaken by Millward Brown and Chinamedia360, records real views gained from direct communication between marketing experts and CMOs. The most professional research: The study, conducted for the second time in two years, covered comprehensive fields including marketing challenges, innovative marketing forecasting, trend of marketing spending on media, and media brand assessment. The most authoritative analysis: With advertisers' marketing needs and challenges in mind, an objective evaluation was made of the marketing effect of different media platforms to clarify the main trends of the media environment and offer insight and guidance for providers of media agency, media platforms and related services. 3 3

4 Contents New Media Environment and Its Challenges to CMOs Outlook of Innovative Marketing Marketing Trends in Perspective Role of Media in Marketing Trends of Media Application Trends of Media Placement Media Brand Platforms: Opportunities and Strategies 4

5 New Media Environment and Its Challenges to CMOs

6 CMOs are facing extensive challenges Key Challenging Factors (KCF) ROI of marketing communication 98 Evaluation and validation 98 Media fragmentation 98 Marketing challenges in the new media environment Difficulty in measuring the effect of integration and coordination 74 Declining effect of dissemination 62 Increasing media cost 56 Lack of validation of solutions targeting the new media environment 68 Lack of an effective media placement evaluation system 64 Lack of unified standards of the performance of different media platforms 64 Consumer psychology and attention change 91 Precise positioning of the target audience 62 Limited audience coverage of a single media platform 56 Fragmentation of young audience 50 Technology and innovation 88 Integration of cross-media resources 86 Declining impact of advertising on consumers 65 Advertisers weakening control of advertising and marketing 44 Lower consumer tolerance to advertising 36 Scarcity of high-quality media resources 44 Rising advertising cost 44 How to effectively respond to rapid technological advancement and innovation in the new media environment How to select the most effective among multifarious forms of advertising B2_1. Up to now, what digital media do you often use or have used in advertising placement? B2_2. Which of them do you use almost for every marketing campaign? Cross-media allocation of the advertising budget 65 How to tailor advertising for different media platforms 53 6

7 CMOs are facing extensive challenges Advertising placement on the mobile Internet is both narrow in audience coverage and unsatisfactory in effect. There is also some difficulty in evaluation. Mobile internet advertising is now very popular indeed, but it is relatively mature only in the games segment. - Deputy General Manager of the Brand Strategy Department of an electric appliance business For new media, in particular, we place advertisements only on the basis of some general data in a tentative fashion. The effect is usually quite good, but it is not very precise in targeting. - Director of Media Communication & Planning of a FMCG enterprise In terms of the medium of communication, online search engines represent a very important opportunity. But the domestic research on search ad price is inadequate. - Head of the Planning Department of an electric appliance enterprise One question that perplexes me about DSP (demand-side platform) advertising: are the actual viewers of our ads our target audience? - Deputy Manager of Media Communication and Planning Director of a home supplies enterprise Yes, we can get the click-through rate of video websites and visitor volume of web portals, but in the Internet environment, both information disseminated and users are fragmented. How to aggregate the scattered audience is a big challenge. The fragmentation of audience also keeps our advertising cost high because we have to resort to multiple channels to communicate our message to more consumers. - Director of the Advertising Department of a beverage enterprise 7

8 CMOs expect the integration of traditional and digital media Trend Forecasting Totally agree Somewhat Agree The integration of traditional and digital media will be a win-win Disruptive changes will take place in the field of marketing media Digitalization may lead to the obsession with short-term gains New methods of information dissemination and storage will change the signification of brands per se With the fragmentation of media, it will become difficult to implement large-scale popular marketing In spite of the steady expansion of Internet users, Internet is not necessarily superior to traditional media in terms of reach and communication effect. - Director of the Advertising Department of a beverage enterprise Consumers often search information online and buy products in real world. This is very common today. - Media Director of the Asia Pacific division of an international communication enterprise B6. The following are some statements about the trends of media marketing in the new media environment. To what degree do you agree with each of the statements? 8

9 Technology and data are driving change in marketing Technology-driven Interconnectivity across online platforms and data exchange will be an inevitable trend Totally agree 59 Somewhat Agree 32 Big data resources and technology will become a core competitiveness in the media field Technological application and support have become indispensable to marketing An enterprise s capabilities of precise marketing are dependent on its data processing capabilities All media buying will be very fast in the future The traditional media has a focused coverage of a large audience, with scarce prime resources; while the Internet expands constantly and its coverage is more fragmented. It remains to be seen whether the Internet will get the lion s share of advertisers media budget. - Head of the Advertising Department of a beverage enterprise Big data marketing is very useful in our industry because we rely on the Internet from advertising communication to sales. - Media Director of the Asia Pacific division of an international communication enterprise B6. The following are some statements about the trends of media marketing in the new media environment. To what degree do you agree with each of the statements? 9

10 The emergence of digital media has changed how a brand is established Social marketing Totally agree Somewhat Agree Brands will be jointly created by enterprises and consumers in the future Trending topic-based marketing will be a main direction of digital marketing Social media will become the largest media platform The success of social media campaigns has a considerable degree of fortuity In spite of rich channel resources, what is the most crucial is the last leg of dissemination of brand message to the consumers because it determines their impression of the brand and its likability and signification and whether the purchase intent will be triggered. - Head of the Planning Department of a beer enterprise The advertisers need to know what they are to communicate to the consumers and what effect the same advertisement will have on the consumers in different situations. Many still haven t realized the need to cater to the consumers. BAT will be increasingly integrated in the future. Commercialization is not an option. All is about user experience. - Executive of an electric appliance enterprise B6. The following are some statements about the trends of media marketing in the new media environment. To what degree do you agree with each of the statements? 10

11 Marketing remains unchanged at its core, but the Internet will play a more crucial role Role change Good content and creativity remain key to marketing success Totally agree 61 Somewhat Agree 30 Only media platforms that can provide comprehensive solutions from strategy to platform to analysis will be competitive Internet companies will play the most important role in media marketing revolution Internet media platforms will play a dominant role in integrated cross-media marketing In the new media environment, CMOs will be the strongest driver of Internet-based operating platforms Brands are no longer important in the digital age In microblog marketing, there is a very high requirement on content, making marketing increasingly difficult to do on that front. In a word, success depends on content. - Vice President of Marketing of a product website I think e-commerce is very important. We will spare no efforts in making advancements in this respect. - Media manager of a home supplies enterprise In the face of the trend of digitalization, marketers must have the Internet spirit: Keep changing, keep challenging yourself, and keep reflecting and moving ahead; excellent consumer experience; engagement in popular culture and technology. - Director of the Brand Management Department of a drinks product enterprise B6. The following are some statements about the trends of media marketing in the new media environment. To what degree do you agree with each of the statements? 11

12 Outlook of Innovative Marketing

13 In the context of new media, innovative marketing is an inevitable trend In media marketing, a lot of new propositions as well as well technologies and practices are constantly emerging. How CMOs view these new concepts is indispensable information in our effort to grasp marketing trends. We divide marketing innovation into three parts: At present, there are four KPIs which are prioritized in assessing new marketing concepts: New marketing concepts Social marketing Influence marketing Relationship marketing Word-of-mouth marketing Sponsorship marketing Content marketing Gamification marketing Multiscreen convergence SOLOMOCO New Media Forms Coupon marketing Digital TV advertising Paid advertising Interactive TV ads Quick TV ads Native advertising Video placement Content co-creation APP marketing Location-based coupon marketing (Velo) New Technology Applications Big data marketing Social customer relationship management QR code marketing Dual-screen interaction Multi-screen collaboration/joint cross-screen frequency optimization Real-time bidding (RTB) DSP DMP Location-based services (LBS) marketing Augmented reality technology Time of realizati on Degree of underst anding KPIs Percent age of adoptio n Import ance 13

14 Outlook of new marketing concepts: social marketing is the most important, adopted by 3/4 advertisers New marketing concepts Familiarity Remarkably familiar Importance Very important Time of Extensive Application Already in use In 1-2 years 3-5 years/difficult to predict Social marketing Word-of-mouth marketing Multiscreen convergence Content marketing Influence marketing Relationship marketing SOLOMOCO Sponsorship marketing Gamification marketing F1. How do you think of the importance of the many new marketing technologies and methods that are emerging in the media? F2. How much time (years) do you expect it will take for you to apply these innovative marketing concepts at your company? 14

15 Outlook of new media forms: content co-creation is given the greatest importance New Media Forms Familiarity Importance Time of Extensive Application Remarkably familiar Very important Already in use In 1-2 years 3-5 years/difficult to predict Content co-creation Video placement Native advertising APP marketing Digital TV advertising Interactive TV ads Location-based coupon marketing (Velo) Coupon marketing Quick TV ads Paid advertising F1. How do you think of the importance of the many new marketing technologies and methods that are emerging in the media? F2. How much time (years) do you expect it will take for you to apply these innovative marketing concepts at your company? 15

16 CMOs consider big data marketing as the most important technology New Technology Applications Familiarity Importance Time of Extensive Application Remarkably familiar Very important Already in use In 1-2 years 3-5 years/difficult to predict Big data marketing Social customer relationship management (CRM) Multi-screen collaboration/joint cross-screen frequency optimization Dual-screen interaction Location-based services (LBS) marketing Demand-side platform (DSP) Data management platform (DMP) Real-time bidding (RTB) QR code marketing Augmented reality technology F1. How do you think of the importance of the many new marketing technologies and methods that are emerging in the media? F2. How much time (years) do you expect it will take for you to apply these innovative marketing concepts at your company? 16

17 Marketing Trends in Perspective: Cross-screen is a trend which presents a huge challenge

18 Advertisers are attaching increasing importance to media combination in marketing 11% 23% 26% Over 80% advertisers use more than four media platforms at the same time for a typical marketing campaign 6% 35% 2 media platforms 3 media platforms 4 media platforms 5 media platforms 6 media platforms Number of media platforms used for a typical marketing campaign (%) TV, traditional Internet, mobile Internet, and outdoor advertising are all indispensable in media mix marketing Media combination Advertisers Use of Media Platforms for Different Marketing Goals 18

19 TV, traditional Internet and outdoor media are the first choice of advertisers; mobile Internet will receive more attention in the future Media used in a typical marketing campaign (f) other media movie (pre-movie ad/placement) radio newspaper magazine outdoor mobile internet PC internet TV D1. What is the budget allocation across different types of media for a typical marketing campaign at your company? D2. What do you expect the budget allocation across different types of media to be at your company in three years (by 2016)? 19

20 Roles of Media in Marketing and Trends of Application

21 Return on marketing Service quality In advertising placement, advertisers are most concerned with the ROI of marketing and also attach great importance to timely and precise performance tracking Media Brand Value Audience value Other To promoting brand image Audience Feature To boosting product sales Audience Size To promoting brand awareness To maintaining customer relationship Strength in secondary communication and word-of-mouth referrals Timely monitor and performance feedback Accurate evaluation data of spending performance Accurate delivery ability orient and control Evaluation and optimization system of ad performance Creativity and optimizing ability of ad products The ability to offer customized solution The integrating ability of transmedia resources Flexible adjustment in spending strategy Flexible and diverse forms of ads A3. There are many factors to consider when choosing advertising media. What is the degree of importance of each of the following factors when you choose advertising media? Content competitiveness Match with the advertiser s brand and products Innovativeness in content creation Authoritativeness and credibility among the public Price The audience s attention on advertising in the media environment The audience s acceptance of advertising in the media environment Possibility of leading to sales growth in the media environment Possibility of the audience taking part in interaction in the media environment

22 Purposes of Marketing Marketing Motives of CMOs CMOs choose advertising media according to 19% 30% Promote brand awareness Boost sales/ promotion 24% 27% Strengthen brand image Maintain customer relationship different goals and motives, which mainly include: improving brand awareness; strengthening brand image; driving sales/product promotion; maintaining customer relationship. The order of priority of the above considerations varies from industry to industry. C1. The following are advertisers main marketing goals and motives. If the main goal of marketing is, which media platforms will you choose in your brand marketing campaign? 22

23 Marketing Contribution of Various Media Channels Improve brand awareness Advertisers Marketing Goals Improve/strengthen brand image Increase/promote sales Consumer relationship maintenance 24% 27% 30% 19% TV PC Internet Outdoor Mobile Internet Newspaper Magazine Radio Films C1. The following are advertisers main marketing goals and motives. If the main goal of marketing is, which media platforms will you choose in your brand marketing campaign? 23

24 Overall Marketing Contribution of Various Media Channels Overall Performance by media Overall Performance other movie radio magazine newspaper mobile internet outdoor TV PC internet 24

25 Roles of Media in Marketing and Trends of Application - TV

26 Marketing Contribution of Various Media Channels - TV Platform Improve brand awareness Advertisers Marketing Goals Improve/strengthen brand image Increase/promote sales Consumer relationship maintenance CCTV Provincial satellite TV stations Provincial terrestrial TV stations Local TV stations Digital TV Interactive TV Other C2. If the TV media is further broken down, when the main goal of marketing is, what types of TV media will you choose in your brand marketing campaign? 26

27 Development of the TV Platform TV Platforms 47 Significantly Increase Decrease Provincial satellite TV stations Digital TV Interactive TV CCTV Provincial terrestrial TV stations Local TV stations TV D3. On which types of TV platforms does your company place advertisements currently? D3_1. On which of the following platforms will your spending increase significantly in three years? On which platforms will your spending decrease then? 27

28 Provincial satellite TV channels show sustainable competitiveness in attracting advertising spending Net growth (increased spending - reduced spending 40 Competitiveness Landscape of TV Platforms Provincial satellite TV stations 30 Digital TV 20 Interactive TV 10 0 Provincial terrestrial TV stations Local TV stations -10 CCTV TV Being in use D3. On which types of TV platforms does your company place advertisements currently? D3_1. On which of the following platforms will your spending increase significantly in three years? On which platforms will your spending decrease then? 28

29 Development of TV advertising velopment of TV advertising 38 Significantly Increase Decrease Product placement Show/event sponsorship Show/event title sponsorship General advertising (Prime time) General advertising (Non-prime time) TV drama title sponsorship TV Direct TV D3. On which types of TV platforms does your company place advertisements currently? D3_1. On which of the following platforms will your spending increase significantly in three years? On which platforms will your spending decrease then? 29

30 Net growth (increased spending - reduced spending Conventional TV advertising is gradually losing competitiveness, giving way to ads which integrate with TV dramas/events. Competitiveness Landscape of TV Advertising Types Product placement Show/event sponsorship Show/event title sponsorship 10 TV Direct TV drama title sponsorship 0 Conventional advertising (prime time) -10 Conventional advertising (non-prime time) TV Being in use D4. What types of TV advertising does your company use currently? D4_1. Will your company s spending on the following types of TV advertising significantly increase in three years? On which platforms will your spending decrease then? 30

31 Roles of Media in Marketing and Trends of Application - PC Internet

32 Marketing Contribution of Various Media Channels - PC Internet Improve brand awareness Advertisers Marketing Goals Improve/strengthen brand image Increase/promote sales Consumer relationship maintenance Web portals Video sites Vertical industry portals Search engines Weibo Social platforms BBS, forums Instant messaging etwork platforms E-commerce sites Blogs Other C3. If the PC Internet is further broken down, when the main goal of marketing is, what types of PC Internet platforms will you choose in your brand marketing campaign? 32

33 Development of PC Internet Platforms PC Internet Platforms Decrease Significantly Increase Video sites Websites Search engines E-commerce sites Social platforms Vertical industry portals Instant messaging services Weibo Web portals Websites Network platforms BBS, online communities Blogs PC Internet D5. On what types of Internet media does your company place advertisements currently? D5_1. On which of the following Internet platforms does your company plan to significantly increase your advertising in three years? 33

34 Net growth (increased spending - reduced spending) Video sites and search engines remain robust in growth potential; e-commerce sites and instant messaging platforms should also see growth. Web portals are weak in growth momentum. Competitiveness Landscape of Internet Platforms Video sites 40 E-commerce sites Social platforms Search engines 20 Network platforms Instant messaging Vertical industry portals Weibo 0 Blogs BBS, forums -20 Web portals -40 PC Internet Being in use D5. On what types of Internet media does your company place advertisements currently? D5_1. On which of the following Internet platforms does your company plan to significantly increase your advertising in three years? 34

35 Development of Various Types of PC Internet Advertising es of PC Internet Advertising Decrease Significantly Increase Content marketing Online video Targeted (precision) display advertising Word-ofmouth/viral marketing Keyword search ads Brand websites Microfilms Online communities (forums) Conventional display ads Ads in games PC Internet D6. What types of Internet advertising does your company use currently? D6_1. Will your company s spending on the following types of Internet advertising significantly increase in three years? 35

36 Keyword search advertising and online video advertising are the most widely used and have a great potential of growth. Conventional display advertising is weak in growth momentum and the way out is perhaps to strengthen its precision delivery capability. Net growth (increased spending - reduced spending) Competitiveness Landscape of Various Types of Internet Advertising Content marketing Online video 40 Word-of-mouth/viral marketing Targeted (precision) display advertising Keyword search ads 20 Ads in games 0 Microfilms Brand websites Online communities (forums) -20 Conventional display ads PC Internet -40 Being in use D6. What types of Internet advertising does your company use currently? D6_1. Will your company s spending on the following types of Internet advertising significantly increase in three years? 36

37 Roles of Media in Marketing and Trends of Application - Outdoor

38 Marketing Contribution of Various Media Channels - Outdoor Channels Improve brand awareness Advertisers Marketing Goals Improve/strengthen brand image Increase/promote sales Consumer relationship maintenance Outdoor signs Building LCD Outdoor LED displays Metro media Bus media Airport media Point-ofpurchase advertising Other C4. If the outdoor media is further broken down, when the main goal of marketing is, what types of outdoor media platforms will you choose in your brand marketing campaign? 38

39 Development of Various Types of Outdoor Media Outdoor Media Significantly Increase Decrease Metro media Building LCD Point-of-purchase advertising Outdoor signs Outdoor LED displays Bus media Airport media Outdoor D7. On what types of outdoor media does your company place advertisements currently? D7_1. Will your company s advertising spending on the following types of outdoor media significantly increase in three years? On which platforms will your spending decrease then? 39

40 Metro media and points of purchase may be prioritized in future advertising campaigns Net growth (increased spending - reduced spending Competitiveness Landscape of Outdoor Media Types Metro media 20 Point-of-purchase advertising Airport media Building LCD Outdoor signs Bus media Being in use Outdoor LED displays Outdoor D7. On what types of outdoor media does your company place advertisements currently? D7_1. Will your company s advertising spending on the following types of outdoor media significantly increase in three years? On which platforms will your spending decrease then? 40

41 Outlook of Media Spending Budget

42 At present and in the coming three to five years, TV advertising still gets the lion s share, but spending on mobile Internet advertising is growing rapidly 100% 80% 60% 40% TV PC internet mobile internet newspaper and magazine outdoor radio movie (pre-movie ad) 3% 8% 7% 8% 8% 9% 10% 5% 9% 9% 16% 16% 20% 51% 43% 0% (f) D1. What is the budget allocation across different types of media for a typical marketing campaign at your company? D2. What do you expect the budget allocation across different types of media to be at your company in three years (by 2016)? 42

43 Media Brand Platforms: Opportunities and Strategies

44 Among local satellite TV stations, Hunan Satellite TV is most favored by advertisers. CCTV-1 remains the most favored media channel of advertisers Advertisers Prioritized TV Stations Promising TV Stations in Advertisers Eyes Note: Data based on No. 1 choices. TV Media E1. Which of the following TV brands does your company prioritize in your marketing campaigns? E2. Which of the following TV brands do you think have a good prospect of development? 44

45 Among local satellite TV stations, Hunan Satellite TV is most favored by advertisers. CCTV-1 remains the most favored media channel of advertisers Advertisers Prioritized TV Stations Promising TV Stations in Advertisers Eyes Note: Data based on all choices. Note: Only media options chosen by at least 3% of the respondents are shown TV Media E1. Which of the following TV brands does your company prioritize in your marketing campaigns? E2. Which of the following TV brands do you think have a good prospect of development? 45

46 A greater number of advertisers pay more attention to financial newspapers. They favor 21st Century Business Herald, but think that China Business News has a brighter prospect. 15 Advertisers Prioritized Newspapers Promising Newspapers in Advertisers Eyes Note: Data based on No. 1 choices. Newspaper media E1. Which of the following newspaper brands does your company prioritize in your marketing campaigns? E2. Which of the following newspaper brands do you think have a good prospect of development? 46

47 A greater number of advertisers pay more attention to financial newspapers. They favor 21st Century Business Herald, but think that China Business News has a brighter prospect Advertisers Prioritized Newspapers Promising Newspapers in Advertisers Eyes Note: Data based on all choices. Note: Only media options chosen by at least 3% of the respondents are shown Newspaper media E1. Which of the following newspaper brands does your company prioritize in your marketing campaigns? E2. Which of the following newspaper brands do you think have a good prospect of development? 47

48 CBN Weekly and the Chinese edition of Elle are popular in magazine media marketing Advertisers Prioritized Magazines Promising Magazines in Advertisers Eyes Note: Data based on No. 1 choices. Magazine media E1. Which of the following magazine brands does your company prioritize in your marketing campaigns? E2. Which of the following magazine brands do you think have a good prospect of development? 48

49 CBN Weekly and the Chinese edition of Elle are popular in magazine media marketing 40 Advertisers Prioritized Magazines Promising Magazines in Advertisers Eyes Note: Data based on all choices. Magazine media E1. Which of the following magazine brands does your company prioritize in your marketing campaigns? E2. Which of the following magazine brands do you think have a good prospect of development? 49

50 Focus Media has the absolute advantage in the outdoor media channel and is favored by advertisers 44 Advertisers Prioritized Outdoor Media Channels Promising Outdoor Media Channels in Advertisers Eyes Note: Data based on No. 1 choices. Outdoor Media E1. Which of the following outdoor media brands does your company prioritize in your marketing campaigns? E2. Which of the following outdoor media brands do you think have a good prospect of development? 50

51 Focus Media has the absolute advantage in the outdoor media channel, and is favored by advertisers 66 Advertisers Prioritized Outdoor Media Channels Promising Outdoor Media Channels in Advertisers Eyes Note: Data based on all choices. Outdoor Media E1. Which of the following outdoor media brands does your company prioritize in your marketing campaigns? E2. Which of the following outdoor media brands do you think have a good prospect of development? 51

52 Baidu Union, Baidu s traffic monetization platform backed by its powerful search engine, is also widely favored by advertisers and considered to have a bright prospect of development 44 Advertisers Prioritized Technology Platforms Baidu Union Miaozhen AdChina Google hdtmedia Tencent 31 Promising Technology Platforms in Advertisers Eyes Baidu Union Miaozhen Google Tencent AdMaster AdChina Note: Data based on No. 1 choices. Technology platforms E1. Which of the following media platform and technology brands does your company prioritize in your marketing campaigns? E2. Which of the following media platform and technology brands do you think have a good prospect of development? 52

53 Baidu Union, Baidu s traffic monetization platform backed by its powerful search engine, is also widely favored by advertisers and considered to have a bright prospect of development 56 Advertisers Prioritized Technology Platforms Promising Technology Platforms in Advertisers Eyes Note: Data based on all choices. Technology platforms E1. Which of the following media platform and technology brands does your company prioritize in your marketing campaigns? E2. Which of the following media platform and technology brands do you think have a good prospect of development? 53

54 In Internet marketing, advertisers also prefer Baidu because of its powerful engine, but Baidu needs to demonstrate its development potential 53 Advertisers Prioritized Internet Media Brands Baidu Tencent Youku Sina Taobao 32 Promising Internet Media Brands in Advertisers Eyes Tencent Baidu Youku Taobao Sina iqiyi PPTV Douban Note: Data based on No. 1 choices. Internet media E1. Which of the following Internet brands does your company prioritize in your marketing campaigns? E2. Which of the following Internet brands do you think have a good prospect of development? 54

55 In Internet marketing, advertisers also prefer Baidu because of its powerful engine, but Baidu needs to demonstrate its development potential Advertisers Prioritized Internet Media Brands Promising Internet Media Brands in Advertisers Eyes Note: Data based on all choices. Internet media E1. Which of the following Internet brands does your company prioritize in your marketing campaigns? E2. Which of the following Internet brands do you think have a good prospect of development? 55

56 Project Contacts Peking Tan ( 谭 北 平 ) R&D Director, Greater China, Millward Brown peking.tan@millwardbrown.com Christine Qian ( 钱 峻 ) Founder & CEO, China Media qianjun@chinamedia360.com 56