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Chinese TV to Offer Mobile Ads
(18 Jan 2011, BWCS Staff)National broadcaster Central Chinese Television has signed up mobile ad company 3rd Space to serve up adverts in conjunction with video clips from the TV company. The deal reportedly includes traditional display banner adverts, as well as adverts to appear before, during and after the videos when accessed on a mobile handset. 3rd space will also create branded micro-sites within CCTV’s online areas; these will be focused on news, sport and other content. The ad company is said to be in line to receive a share of all advertising revenue generated by CCTV’s mobile services. However, neither side has revealed how large a share this will be.
CCTV claims to receive over 10 million unique visitors per day to its free-to-view mobile portal. In addition, more than 3 million i-Phone users have downloaded CCTV’s app. This market is forecast to grow substantially as the smart-phone market in China continues to boom. 3rd Space pointed out in a joint press release that, according to China’s Ministry of Information, over 150 million smart-phones will be sold in China during 2011 alone.
The Chinese TV company boasts that its mobile WAP portal, and associated mobile apps, are the “primary destination for mobile users looking for news, business updates, weather, TV and sport in China.” CCTV is undertaking a major upgrade of its mobile WAP portal and apps to improve its mobile Internet presence, designed to integrate with the portal offerings of the three Chinese Mobile Network operators.
For its part, 3rd Space says it has created one of the largest mobile advertising platforms in China and that it is ready to deliver mobile ads to the largest smart phone community in the world. 38% of Chinese mobile subscribers already use their phones to access the Internet compared to 27% of American mobile subscribers, according to figures from Nielson market research. In 2010, Juniper Research predicted that China and the Far East will remain the largest regional market for mobile advertising spend with revenues reaching more than US$2.1 billion by 2012.
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