AdTech: Martin Lau on QQ and China’s online communities
Oct 15, 2007
Tencent, more commonly known as QQ, is the largest online community in China…
270 million users of their QQ IM service.
Covers 85% of China’s Internet users
Largest portal in China
Largest online casual game portal, with 3.2 million users
Largest blog site in China, with 77 million active user accounts
…yet frustrated by the lack of adspending on communities relative to other markets.
Because China’s Internet is…
…more closely related to daily life…
Since the Internet’s arrival in China came at the same time the country has opened up to economic and social development, new social habits have been developed at the same time as the Internet. While people in the US still generally go offline to meet friends, Chinese are very comfortable meeting new people online. A large portion of people in China consider online games a favorite for of entertainment. They do not look, for example, look to the cinema or other kinds of entertainment.
… and highly interactive…
China’s IM Penetration is 86% vs 39% US
…QQ pitches weaving advertising into China’s Internet community by…
…providing brand interaction…
To advertise a car, you do not run the ad across a range of small blogs, instead QQ offers what they call a “Branded Qzone” page that encourages people to submit stories about the car and award prizes to those who interact the most. The community aspect is further encouraged through other means, such as connecting to the others who are connected.
…and embedding advertising in services.
This means that QQ monitors how long a gamer has been playing and – after a certain amount of time – an advertisement will come up offering eyedrop and eye protection.
William Bao Bean, moderator of the panel, summarized the approach as: “Tencent knows everything and they want to charge you for it.”