Marketing in China: Why Programmatic Video Has a Small Share of Digital Video Ad Spending - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

eMarketer Interview

Marketing in China: Why Programmatic Video Has a Small Share of Digital Video Ad Spending

Preview from eMarketer PRO

An interview with

Sheng Zhou

Corporate Vice President, Youku Tudou

Interview summary

Programmatic video ad buying is a key driver to China’s vibrant programmatic ad landscape. Despite that, it will not dominate China’s digital video ad spending. eMarketer’s Andria Cheng spoke with Sheng Zhou, corporate vice president of digital video streaming site Youku Tudou—which was acquired by Alibaba in April 2016—about drivers and challenges affecting China’s programmatic video ad spending and the impact of subscription memberships.

Interview

eMarketer: You projected Youku’s programmatic video ad revenue to rise 50% in each of the next two years, but why do you think it will remain only about 15% of your total by 2018?

Sheng Zhou: Programmatic definitely is not as popular in China as it’s been in the US, especially in the video ad industry. From the media point of view, we see the value of the DSP [demand-side platform] model, but we don’t feel we can get enough back from it.