Tencent’s International Business Group (IBG) Unveils New Advertising Solutions, Providing Unprecedented Access to Chinese Consumers Both in China and the U.S.; Company to Present New Solutions at Advertising Week 2017
Tencent announced the launch of a new suite of advertising solutions and resources that enable US marketers to directly engage Chinese consumers on Tencent platforms both in China and while they travel abroad, including on the company’s popular social messaging app, WeChat. These new offerings and the establishment of a dedicated US-based support team provide US brands and agencies with unique and powerful ways to capture attention, drive brand preference and increase sales among Chinese consumers. Tencent’s International Business Group (IBG) will further discuss its new solutions at Advertising Week 2017 in New York.
Tencent IBG is now providing international brands a distinctive cross-platform, cross-border brand value proposition, including an easy, all-in-one advertising hub and an unmatched access to Chinese consumers. Its WeChat mobile app alone has 963 million monthly active users. Chinese individuals spend more than 55 percent of their mobile internet usage on Tencent platforms, which include WeChat/Weixin, QQ, Qzone, Tencent Video, and Tencent News.
“To engage Chinese consumers, it is important to reach them on their preferred communications platforms,” said Poshu Yeung, Vice President of International Business at Tencent. “For the first time, we are making it possible for US brands to directly reach this audience through sophisticated targeting, not only in China but also when they travel to the US”
Chinese tourists have tremendous spending power in the US, spending $35 billion in 2016 alone. According to the U.S. Travel Association, the average spending per trip of a Chinese traveler in the U.S. is higher than any other international traveler, and shopping is a key activity for Chinese outbound tourists.
“For US advertisers, China presents a dynamic, lucrative and challenging opportunity. Brands have become more sophisticated about the needs and behavior of Chinese tourists. To make a sale outside China, they understand that they need to speak to their customers before they even plan their trips,” continued Yeung.
Over the past few months, a few select US brands were invited to use these new advertising solutions, including the largest mall operator in the United States, Simon Property Group, and popular women’s fashion brand, Rebecca Minkoff.
“Tencent and WeChat’s new travel targeting and advertising solutions provide us with an unprecedented opportunity to directly connect with Chinese travelers, both in China and when they visit the U.S.,” said Kristen Esposito, Simon Property Group Vice President of Tourism and Marketing Alliances. “China is projected to be the largest overseas inbound travel market to the U.S. by 2021, so the potential for growth is truly extraordinary.”