Big Data helps advertising industry boom

Yang Jiongwei, CEO of MediaV Advertising,addresses a speech at the 2nd China Internet Marketing Product Forum on Nov 28, 2013 at Beijing's Four Seasons Hotel. [Photo / Provided to chinadaily.com.cn]

Shayne Orbell, head of buyer relations with APAC at Google addresses a speech at the 2nd China Internet Marketing Product Forum on Nov 28, 2013 at Beijing's Four Seasons Hotel. [Photo / Provided to chinadaily.com.cn]

Jointly organized by the Shanghai MediaV Advertising Company and Beijing-based iResearch Consulting Group, the 2nd China Internet Marketing Product Forum was held on Nov 28, 2013 at Beijing's Four Seasons Hotel.

According to organizers, by focusing on the innovation behind marketing products, the forum aims to further explore the promotion effects that can be applied to the development of the Internet. Over 1,000 advertisers, industrial agencies and Internet businesses participated in the forum, including Shayne Orbell, head of buyer relations with APAC at Google, Yang Jiongwei, CEO of MediaV Advertising and Pete Wong, manager of greater China's Doubleclick & AdExchange.

Since display advertising began to appear on the Internet in 1994, the Chinese online advertising market has seen a surge in power. "32 billion yuan (about $5.25 billion) is the overall expense of China's display advertising and China now ranks second place in the industry and will be on the top of the list in the future," said Shayne Orbell during his keynote speech at the forum. "Big Data technology has led a new revolution in the advertising industry," he added.

Cognition and communication between advertisers and consumers have gradually changed as a result of Big Data, and by promoting program marketing, an efficient approach that targets valuable customers and prospective buyers with personalized advertisements. It gives advertisers a chance to realize and optimize the demands of every individual customer, said Yang Jiongwei.

According to chinatechnews.com, MediaV was founded by Yang Jiongwei, former president of Allyes, in October 2009 which started out as an Internet advertising agency.

One-fifth of MediaV's employees, about 100 people, work in its data department. The firm uses 400 terminal servers to track web users' behavior 24 hours a day, and it promotes a product called MediaV DSP, which is the first self-service demand-side platform designed for the whole industry in China.

According to iResearch, by the end of 2013, the business scale of China's Internet advertising industry will reach well into the billions. The program buying that is based on the utilization of Big Data technology will meet unprecedented development and lead the digital advertising trend.