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Corporate Vice President, Youku Tudou
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.
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.
Mobile Video App Install Ad Benchmarks Worldwide: Top 10 Countries, Ranked by Ad Spending Share, Q1 2016 & Q1 2017 (% of total among ads served by InMobi)
Programmatic Video Ad Benchmarks Worldwide: Fraud Impression Rates, by Country, Q1 2017 (among impressions analyzed by Pixalate)
Desktop Digital Video Ad Benchmarks in Select Countries in Asia-Pacific: Viewable Completion Rate, Q3 2016 (based on impressions served on the TubeMogul platform)
Digital Video Ad Benchmarks in Select Countries: Completion Rates, March 2015-Sep 2016 (among impressions served by DoubleClick)
Leading Types of Digital Video Ad Fraud in China, May 2016 (among impressions analyzed by AdMaster)
Programmatic Advertising in China: 2016 Trends and Forecast Update
Marketing in China: As Programmatic Ad Spending Grows, Investor Money Follows
Marketing in China: Combating Fraud in the Programmatic Ad Market
Marketing in China: Taking on Ad Fraud Gains New Urgency