In today’s ever-connected market, internet users can visit a site and be served an ad in the (literal) blink of an eye. On the other end, ad buyers are increasingly on the search for ways to engage with a wider audience. Given this, programmatic ad buying is a key tool for both marketers and advertisers.
Programmatic ad buying refers to the use of software to automatically purchase digital advertising inventory in real-time. Typically, programmatic ad buying leverages big data and online behavioral habits to drive personalized, targeted ad purchases. Because programmatic ad buying technology utilizes advanced algorithms and removes the need for human buyers and salespeople, it makes the purchasing process more efficient, strategic and less expensive.
In late August 2016, Communiqué PR began working with iPinYou, China’s largest programmatic ad buying demand-side platform provider. Although known and highly regarded internationally for its solutions, iPinYou is now focusing on the North American market and is positioning itself to be a brand’s best partner to explore the Chinese market and reach its consumers. Communiqué PR was tasked with driving communication efforts to announce iPinYou’s entry into the United States and securing media placements about the news with key advertising and marketing media.
As background, iPinYou was founded in 2008, a time when the Chinese ad-tech market was in its infancy, and has since developed and patented new tracking and labeling technologies to help understand consumer online behavior. iPinYou owns a 59.8 percent share of China’s branded programmatic buying market according to an independent third party research company (Analysys International) in China, and Google Double Click, Baidu and Tencent have recognized iPinYou’s platform with a “Best in Class” award. Last December, iPinYou received a $500 million Renminbi pre-IPO investment from its exclusive data partner, China Mobile, along with other investors. Beyond China Mobile, UnionPay and AsiaInfo are also iPinYou strategic partners.
Making a Media Splash
Communiqué PR recognized the news value of the announcement – after all, how often does a worldwide, established company such as iPinYou reveal that they are entering the U.S. market for the first time? Advertisers, marketers and business executives would all be interested in the news, and Communiqué PR and iPinYou worked closely together leading up to the announcement to prepare for the wave of expected news coverage.
The interest in the news was immediate. Publications around the U.S. began covering the announcement as soon as the press release crossed the wire. Advertising and marketing trade publications featured six original articles on the announcement, and the press release itself was picked up by a slew of top-tier media including MarketWatch, Yahoo! Finance and The Street, reaching a potential audience of more than 88 million. Highlights from the media coverage include:
- CMS Wire: China’s iPinYou Enters US Market in Partnership with Twitter-Owned MoPub
- Mobile Marketing: MoPub Partners with China’s Largest Programmatic Ad Platform
- AdAge: A Chinese Ad Tech Titan Looks to U.S., Partners With Twitter-Owned MoPub
- Media Post: Chinese Programmatic Giant IPinYou Launches In The U.S.
- Geekwire: Chinese ad buying company iPinYou opens U.S. HQ in Seattle region
- Xconomy: Seattle Week in Review
Communiqué PR congratulates iPinYou for successfully announcing its entrance into the North American market. The company is poised to succeed because it is the link that connects U.S. brands to Chinese consumers, and Communiqué PR is proud to help iPinYou in its entry into the U.S.