GroupM pushes de­vel­op­ment of China’s mar­ket­ing in­dus­try

Global Times – Metro Shanghai - - FRONT PAGE - By Chen Shasha

When dig­i­tal me­dia de­vel­ops in a dra­matic and rapid way, com­mu­ni­ca­tion modes ex­pe­ri­ence sub­stan­tial changes and up­dates. Data and tech­nol­ogy play an indispensable role in this process.

GroupM, a lead­ing me­dia in­vest­ment man­age­ment group, has made a break­through on this. In Novem­ber of 2016, it launched [m] PLAT­FORM glob­ally, which pro­vides a so­lu­tion to ef­fi­cient mar­ket­ing.

Per­son­al­ized ad­ver­tis­ing

Built on a col­lec­tion of data, tech­nol­ogy and out­stand­ing ex­perts, [m]PLAT­FORM de­scribes it­self as an au­di­ence in­tel­li­gence and ac­ti­va­tion plat­form, which de­liv­ers per­son­al­ized ad­ver­tis­ing at scale and forges strong links be­tween brands and con­sumers.

Its core lies in [mp]ID, a sin­gu­lar con­sumer iden­ti­fier which uni­fies con­sumer in­for­ma­tion from all dig­i­tal chan­nels and gen­er­ates a con­sis­tent over­view on con­sumer’s pur­chas­ing be­hav­ior.

Fight against In­valid traf­fic

A well-de­vel­oped dig­i­tal me­dia is a two-edged sword. It makes mass and scal­able mar­ket­ing pos­si­ble but also causes the ex­is­tence of in­valid traf­fic and risks which pose a threat to the brand rep­u­ta­tion and mar­ket or­der.

GroupM China launched its Brand Safety Ini­tia­tive this June. It fo­cuses on is­sues in­clud­ing viewa­bil­ity, fraud and con­tex­tual brand safety.

The ini­tia­tive has won sup­port from mul­ti­ple par­ties, in­clud­ing lead­ing ad­ver­tis­ers, pub­lish­ers, tech mea­sure­ment com­pa­nies and the China Me­dia As­sess­ment Council, to fight for a safe, cred­i­ble and trans­par­ent dig­i­tal mar­ket­ing en­vi­ron­ment.

The Global Times re­cently in­ter­viewed Michel De Rijk, APAC Pres­i­dent of [m]PLAT­FORM and John Mont­gomery, GroupM’s Ex­ec­u­tive Vice-Pres­i­dent of Global Brand Safety, to learn more about this.

Photos: Cour­tesy of GroupM

[m]PLAT­FORM me­dia brief­ing

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