Miaozhen AdServing Helps Boost 40% ROI


BEIJING, Oct. 14, 2013 -- Miaozhen Systems, a leading Chinese third-party advertising technology company, announced that the company has officially launched the new Miaozhen AdServing™, which is the first adserving system covering everything from dynamic creative optimization to third-party tracking based on demography and geography. It compares favorably with Double Click’s adserving system, which does not have demography data. After a successful trial run on Procter & Gamble and L'Oreal, it is believed to have boosted their advertising effectiveness by 40% through real-time optimization.

The system emerges against a backdrop of the internet becoming a more popular advertising platform. More importantly, adserving can effectively reduce mis-operation during code revision and combination more effectively than in the previous manual way. Meanwhile, the automatic system can curb non-human traffic, which is occupying comparative publishers' traffic in China, helping advertisers reduce waste of money. The system inherits Miaozhen's original iGRP system, consistent with the evaluation method for TV commercials.

Miaozhen AdServing™ can help advertisers realize frequency capping, dynamic creative optimization, time of the day targeting, creative rotation, as well as third-party tracking and measurement based on target demography with metrics of reach, frequency and iGRP.

So far, major portals such as Sina, Sohu, Netease, Tencent and Phoenix, as well as leading video sites Baidu's iQIYI, PPTV and Tecent Video have entered the system.

With a booming internet industry, China’s online advertising market has been growing rapidly, and is expected to reach USD $ 6 billion this year, according to iResearch data. Accordingly, advertisers have also shifted moreof their budgets on online advertising. Miaozhen's client P&G aims to have raised spending on digital media to 25%-35% of the company's total marketing budget, according to its chief executive officer, A.G. Lafley.

"Miaozhen has currently served more than 70% of brand advertisers; some of them have spent tens of millions dollars on online advertising. For such a huge budget, advertisers pay more and more attention on the optimization of their advertisement budgets, anti-cheating, dynamic optimization and big data marketing tops their concerns. Optimizing by 1% could save millions of dollars for advertisers. We happily announce that our clients can use the new system free of charge within this year to appreciate their innovation in media investment," said Zhu Wei, Miaozhen's chief executive officer.