HunanTV New Media and AdChina Announce Strategic Partnership to Develop China's Online Video Ad Market

Jan 25, 2010, 10:00 ET from AdChina

SHANGHAI, Jan. 25 /PRNewswire-Asia/ -- Hunantv.com, the newly formed media platform of HunanTV, which is the #1 entertainment TV network in China, and AdChina, the leading integrated digital platform, announced a strategic partnership and set up a joint online video ad lab. Three weeks ago, AdChina also announced strategic partnership with CNTV (China Network Television, which is the digital arm of China's #1 media powerhouse China Central Television).

HunanTV new media is licensing AdChina's AdManager as its ad serving, tracking, and brand measurement platform. AdChina will gain the premium ad inventories on Hunantv.com, including exclusive access to Roadblock inventory of all Hunantv.com's inner pages. Industry insiders believe that the partnership gives AdChina a golden opportunity to reach more young audiences, who have tremendous purchase power.

The collaboration will also include the advertising and application development on the brand new social networking site "Mango World" of Hunantv.com. Moreover, the two companies will jointly explore the ecommerce market by taking advantage of AdChina's extensive experience in the operation of "MSN shopping", a B2C ecommerce platform, and the quality user base of "Mango World".

The joint "Online Video Ad Lab" aims to develop cross-platform ad serving technologies and effective interactive ad formats, analyze audience behaviors and establish online video ad guidelines, standards and measurement.

As Ruobo Zhang, the president, general manager and CEO of Hunantv.com, said: "Hunantv.com is the only new media online platform of Hunan TV, and has built an entertainment product line that integrates news, online video, social networking, online games and wireless value-added services across Internet, mobile and digital TV platforms, with four flagship products, Mango Entertainment, Mango TV, Mango World and Mango Games."

"Online advertising is an important revenue source with significant growth potential for Hunantv.com," Ruobo Zhang said. "Via the joint ad lab with AdChina and leveraging AdChina's extensive experience in ad operation and ad serving, we will develop more innovative ad formats, strengthen ad inventory management and build more powerful ad serving and tracking system."

"As the leading integrated digital platform, AdChina has the largest online audience reach and media coverage in China, as well as advanced targeting technologies with outstanding ad effectiveness," Alan Yan, founder and CEO of AdChina said. "Besides the strategic partnership with HunanTV new media, AdChina will collaborate with more TV media and video websites to further extend AdChina WebTV Network, and improve video ad effectiveness."

Leading market research firm eMarketer predicts that the growth rate of global video advertising market will be up to 35%-45% in the next 5 years, and the market will be about 5.2 billion USD by 2014. According to "China Online Advertising Research Report 2009-2010" by iResearch, the China online advertising market was over 20 billion RMB in 2009, with a significant growth of 21.2% from 2008.

"We will seize the great opportunity in the online video ad market," said Alan Yan. "Video advertising is one of the most important opportunities for AdChina this year. Video sites can effectively promote their video contents via AdChina WebTV network and maximize their impact. At the same time, AdChina WebTV network can help video publishers to monetize their abundant video resources."

About Hunantv.com

Hunantv.com is the core Internet platform of HunanTV. Hunantv.com aims to be the "No. 1 Entertainment Web site in China" which focuses on "Happy Chinese All over the World" and "Online Entertainment Life Sharing". Hunantv.com is building its online entertainment empire across 5 areas: news portal, video platform, interactive social networking, online game and wireless value-added services. Hunantv.com will look into the future and grow rapidly.

About AdChina

AdChina is a leading integrated digital platform, which operates the largest online ad network in China and "MSN Shopping", a premium B2C ecommerce platform. AdChina enables publishers to maximize the value of their online ad inventory and helps advertisers make online branding easy. AdChina's network reaches over 350 million or over 90% of the Chinese Internet users and has been pioneering many new models for branding and performance-based online advertising. AdChina provides advanced ad inventory management and ad serving technology, audience targeting and optimization capability as well as the industry's leading ad tracking and measurement technology.

SOURCE AdChina