2019 Marketing in China StudyAn overview of fi ndings and opportunities, featuring insights from The Right Partnership Is Essential To Successful Marketing In China, a May 2019 commissioned study conducted by Forrester Consulting on behalf of The Trade Desk.Featuring data from a commissioned survey conducted by2“There is a massive, untapped opportunity for brands to grow in China. We have purposely built our platform for companies of all sizes to capitalize on this growth.”Jeff GreenCEO & FounderThe Trade Desk3About the studyThe Right Partnership Is Essential To Successful Marketing In China was conducted by Forrester Consulting on behalf of The Trade Desk. It surveyed 300 marketing leaders across North America (100), APAC (100), and EMEA (100), all of whom make or infl uence marketing decisions. Thirty-four percent of responders are C-level. Among respondent companies, 75% have annual global revenues in excess of $1 billion USD. More than half will spend in excess of $100 million USD on digital media in China this year.The Trade DeskThe Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform.Additional data sourcesUnless otherwise stated or attributed, all data points are from The Right Partnership Is Essential To Successful Marketing In China, a May 2019 study conducted by Forrester Consulting on behalf of The Trade Desk.4The Trade Desk's China off eringWhat it isThe Trade Desk is the fi rst global programmatic planning and buying platform to give advertisers access to premium inventory from the major Chinese media players: Alibaba, Baidu, IQIYI, and Tencent Marketing Solution.What it enablesBrands can now buy audience-based, digital advertising programmatically in China and across the world through a single demand-side platform.Advertisers gain unfettered access to premium China media with global-standard insights, data, reporting, safety, and transparency at the high standard brands expect.Media buyers capture effi ciencies through unifi ed audiences across global campaigns — and even as consumers travel globally — with standardized reporting and centralized campaign management and optimization.Why it matters92% of global marketing leaders believe China is either their biggest or a signifi cant growth opportunityChina is essential for growth51% of global marketing leaders will spend over $100 million USD in 2019, and 83% expect that number to grow by 10% or more in 2019Digital budgets are big and growing75% of global marketing leaders believe it is very important or critical to work with an independent ad-buying partnerBuying independenceis critical76% of global marketing leaders will move their spend to a global partner, if possible Centralizing global campaigns are keyThis off ering by The Trade Desk represents over three years of planning, negotiations, technical development, and data and inventory integrations.Fast facts about The Trade Desk's programmatic off ering in China• Built from the ground up over three years to bridge the Chinese and global Internets• Premium inventory from China’s leading media owners: Baidu, Alibaba, Tencent, iQIYI, and others• Global-standard data targeting, measurement, brand safety, and fraud protection • End-to-end management of government data requirements and creative approvals5Contents 7The China opportunityHow both the scale and value of China’s digital audiences are growing and how global marketing leaders are engaging with the market 13A unique audience and marketWhat makes the China consumer and market unique 16The Trade Desk's programmatic platform in ChinaWhat the solution offers and what it enables for marketers 24Getting startedKey steps to testing the waters or expanding your China presence with The Trade Desk 67The China opportunityA huge, valuable audienceMuch has been made about China’s scale and breadth, but as the market matures there’s significant value to be unlocked. China is a mobile-first, digital-first, and e-commerce-first market, and much of the population has never had a landline. The internet is their gateway to the wider world for content, collaboration, entertainment, and commerce. The Chinese middle class is now larger than the population of the United States¹ and on track to reach 550 million by 2023.²1 China Bureau of Statistics 20192 McKinsey & Company 20193 CNNIC 20194 World Data Lab 20185 https://www.emarketer.com/newsroom/index.php/ 2019-china-to-surpass-us-in-total-retail-sales/6 eMarketer Digital Ad Spending 20187 Business Insider/Accenture 2019The China opportunityinternet users, and on track to reach 1 billion by end of 2020³$1.4T USDmiddle-class purchasing power parity by 2030⁴highe...
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