Multi-screen Media Mix, Video Optimization to Dominate Advertisers' Interests in 2013

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Dec 20, 2012, 08:36 ET

BEIJING, Dec. 20, 2012 /PRNewswire/ -- Multi-screen media mix and video optimization are expected to catch advertisers interests in 2013 as they seek cross-media synergy under tighter budgets while facing uncertainties of the economy.

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Against this backdrop, Miaozhen Systems, a Chinese leading third-party advertising technology company, recently initiated a seminar with global marketing research agency Millward Brown to brainstorm multi-screen media strategies, which have received an active response from advertisers, media agencies and publishers, as well as third-party advertising institutions.

According to a report released by Millward Brown, some 76 percent of the top 50 Chinese brands have adopted multi-screen media strategies in 2011, with TV commercials, online video, mobile video and office building advertising as mainstream media.

However, what advertisers are most concerned about is the integration of multi-screen advertising, how to evaluate the cost-effectiveness of media plans and how to improve ROI. AdMonitor, an online advertising measurement system developed by Miaozhen, helps advertisers verify media plans and optimize ad campaigns by tracking real-time data including demography, geography and follow-up behavioral performance in target audiences. Furthermore, equipped with data for reach, frequency and IGRP (Internet Gross Rating Points), the tool will quantify the effectiveness of an ad campaign and enable the advertiser to fine-tune ad plans accordingly.

MixReach, another product developed by Miaozhen, is designed to help advertisers allocate budgets across TV, online, mobile and other media to achieve cost-effectiveness in their ad campaigns.

In addition, video advertising optimization has increasingly emerged as a new demand for advertisers. According to the data shown by AdMonitor, nearly 60 percent of 122 brands' advertising campaigns monitored had chosen online videos as a primary media tool during January and July of 2012. To meet demand, Miaozhen has developed a new product, VOptimizer, to realize pre-evaluation of online advertising effectiveness based on an analysis of more than 6 years' advertising data.

"The pre-evaluation is similar to the weather forecast," said Zhu Wei, chief executive officer of Miaozhen Systems. Currently, the error between pre-evaluated reach and actual effectiveness has narrowed to less than 10 percent based on VOptimizer's model, Zhu said.

Some advertisers who piloted VOptimizer can save up to 64 percent of their advertising budgets with a pre-designed coverage target, or attract 20 percent more audience with a predetermined budget, Zhu noted.

With the booming mobile internet market and the emerging IPTV market, as well as more office building screens coming on-stream, advertisers in first and second-tier cities can ride the waves to achieve better ad effectiveness next year. Meanwhile, the online video market still has huge room to develop in second and third-tier cities.

About Miaozhen Systems

Miaozhen Systems is a leading third-party advertising technology company in China. Founded in 2006, with more than 270 employees, Miaozhen Systems is a novel high-tech enterprise and 'Soft-Soft' certificated company. Miaozhen Systems' headquarters are in Beijing, with branch offices in Shanghai and Guangzhou.

Miaozhen Systems, as a big data company, processes over 2TB of data per day, with a data processing capability of 100 billion ad requests every day. The cumulative data storage is over 2PB. The exclusive Moment Tracking Technology helps advertisers, agencies and publishers in efficiently measuring online campaign impact (including reach, frequency and demography of target audience), and enhance their online advertising returns. Various leading multinational brands including P&G, Microsoft, Coca-Cola, Volkswagen, L'Oreal and YUM! are using tools and solutions provided by Miaozhen Systems.

Please visit www.miaozhen.com for more information.

SOURCE Miaozhen Systems