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Tag: Morden Chen

  • UC Ads Offers New Content Methods with the Rise of UC Content Ecology

    UC Ads Offers New Content Methods with the Rise of UC Content Ecology

    MUMBAI: UC Ads, part of Alibaba Digital Media and Entertainment Group, has announced launch of a bouquet of content marketing services for brands. UC Ads, the mobile marketing platform under UC, takes advantage of UC's local resources. UC entered India in 2011 and UC browser overtook Opera, as the number one mobile browser in India within just two years, in August 2013. It surpassed Chrome as a popular browser among young people in 2018.

    57% of B2C marketers expect their content marketing budget to increase in 2019, according to 2019 Content Marketing report by Content Marketing Institute (CMI). As one of the significant means of content marketing, influencer marketing perfectly bridges the gap between consumers and brands. Unlike real stars, these online celebrities are active online, supported by fans and they interact with fans frequently, thus becoming a good output channel of brand value.

    According to Morden Chen, General Manager, UC Ads, “UC Ads provides multiple influencer marketing methods, including shopping recommendations, Product Review by vertical big shots, launch event live-streaming, constellation contest and other influencer engaging methods. These interactive influencer campaigns allow content to be represented by not only graphics and text, but engagement. In a recent campaign of a smartphone launch, influencers led the launch conference with live-streaming and interacting with fans. There are also product unboxing sessions, test and reviews and other activities to show three-dimensional and perceptible products for the brand.”

    UC Ads is a pioneer in integrating the whole process into the influencer campaign. In sync with the marketing purposes of marketers, UC Ads develops marketing plans that conform to the characteristics of the media and helps brand shortlist appropriate influential celebrities from the UC Influencer Network. The UC Content Lab provides entire process instruction as well as tools of trends index to assist the influencer to create content, with UC keeping close control. The content is put into UC Distribution Platform, so as to conduct precise interest targeting, to be distributed to the right audiences.

    Local Content Ecosystem of UC

    UC now seeks to transform and actively establish a content ecosystem. UC News, released in June 2016, with embedded information flow push in UC Browser products, officially announced the transformation of UC from a tool to a content platform, driving a change from people-looking-for-information to information-finding-people in India. UC launched mobile marketing platform UC Ads in 2017. Since then, UC's ecological portfolio in the international market has been fully-formed. The three business sectors -content distribution platforms UC Browser and UC News, application and game distribution platform 9Apps, and advertising platform UC Ads, have respectively taken the role of content distribution, application distribution and mobile marketing platform in India.

    UcAds logo horizon without slogan

    By attracting local content editing and operation talents, coupled with strong operations, UC has translated the success of utility product development to its content ecosystem. UC content editors often communicate repeatedly with Indian creators on UC We-Media to help them gradually build the "sense of the Internet." In addition, UC Media Lab is UC's index to help We-Media track trending news in a timely manner and produce content with "10,00,000+" views.

    During the IPL Cricket Super League in India in 2018, the total content consumption of 2018 IPL on UC platform reached 21.3 billion with more than 2,50,000 related articles.The total amount of related content interaction reached 45 million with the per capita daily consumption lasted 20 minutes, surpassing the data of Twitter over the same period. During the season, more than 7000 Hindi content publishers and more than 2400 English content publishers provided UC browser users stories with unique perspective and interesting content, with many garnering over 1,00,000 views on UC.

    Exploring the Content Ecosystem Methods

    Given the current situation of Internet development in India, UC, as a forerunner, has also explored and established ecological methods. On one hand, UC Ads empower the advertisers and enriches the local mobile marketing solutions, while on the other hand, it gives creators a corresponding platform with profit sharing – encouraging and attracting more people to join in and continue the creation.

    During Diwali last year, UC worked deeply with e-commerce platform Paytm and other brands. In a very short period of time, UC attracted 200,000 new users for Paytm. Through the integration of content and flow with e-commerce, UC has successfully exported Alibaba double 11 culture overseas, verified the interconnected path between content ecology and e-commerce ecology in India, becoming an important link of Ali India's ecological chain.

  • UC Ads lends a hand to individual content creators in India

    UC Ads lends a hand to individual content creators in India

    MUMBAI: Mobile marketing in India is no longer a side dish. It’s the entree.  Brands know today that they need to invest a good chunk of their marketing budget to mobile ads. Sensing the opportunities in the evolving market, Alibaba Mobile Business group’s UCWeb launched innovative mobile marketing platform, UC Ads, last year. Alibaba UC Ads general manager Morden Chen, in an interaction with Indiantelevision.com spoke about business strategy and differentiated features of the platform.

    While UCWeb is an integral part of the Jack Ma led e-commerce giant’s strategy, it offers three core products including UC Browser, UC News, 9 Apps. Explaining how UC Ads is increasing its reach in India, Chen mentioned that it’s correlated with its overall product strategy.

    “Our product strategy is to serve another half of the global users who are just getting started for mobile internet. Users who just got their new Android phone, who just started mobile internet, can explore this interesting mobile world through our browser, a product with newsfeed and app store,” he said.  On the back of huge consumer base it has already created with existing products, UC Ads can help brands with the insights for targeted advertising.

    Talking about the clients, Chen said almost every e-commerce player and phone manufacturer are currently working with them including Amazon, Oppo, Vivo, Honor and Lava.

    After being in the Indian market for almost one year Chen says, “This market is rapidly growing. From my perspective, it will grow even faster due to new phone adaptations. It’s a booming market which I think will continue to boom in the next 10 years.” Interestingly, according to KMPG 2018 annual report, mobile advertisements are expected to grow from Rs 34.5 billion in FY17 to 304.5 billion in 2023 at a 43.8 per cent CAGR.

    “Before 2013-14, it was small. Around 2015, it’s getting more and more attention. Advertisers also want to invest, try and experiment in the sector. With more resources coming in it will get better. Mobile has many advantages that traditional players lack. Location-based, device based tracking is super easy compared to TVC. It has huge potential,” he added further.

    According to him, Indian online video space is full of long-form ads which are similar to TVC. On a different line, it is focusing more on short-form video created by individuals or small studios or individuals who want to have a studio and individual bloggers. It will mix official media content with articles from bloggers who have a deep understanding of something particular. “We want to let their articles also be viewed by users,” he added.

    While Chen was asked about competitors, he said everyone would mention those “two big guys” but he would not do so. According to him, the ever-interesting advertisement space is full of “feminies” (friends and enemies). If someone does better in one front, a competitor can do in another. According to him, working together will help everyone. The real challenges are fast adaptation, better infrastructure and 4G quality for seamless user experience.

    Talking about the Indian market, Chen also highlighted the necessity of good market research. Many internet startups came into India thinking it would be easy to monetise the product with the huge population. While getting users is not difficult, making the venture profitable is the real challenge.

    “We want to stay here, grow with the market and align with the local players,” Chen concluded. Currently, while UC Ads is present in India, Indonesia, Russia, the product may be available soon in Vietnam.

  • Digiday: Cheetah wins ‘Best Mobile Marketing Platform’ award

    MUMBAI: Cheetah Ads, a mobile advertisement platform of Cheetah Mob, has been awarded as the Best Mobile Marketing Platform of 2017 by Digiday Signal awards.

    Cheetah Mobile will be honored alongside other Digiday Awards winners in a ceremony in New York City in November, 2017.

    Cheetah Mobile GM ad sales APAC Morden Chen said: “Our innovative app has the power to transform ads into experiences that are desirable and a delightful for users and brand advertisers.

    Cheetah Ads received this award for their successful campaigns for Samsung on the occasion of Flipkart’s Big Billion Day sale, by creating 0.5 million page visits. The other campaign was for Bollywood comedy film Jolly LLB 2, to create a huge buzz on the day of its release and generate high CTR using the ad platform of Applock. AppLock ads offer a wide range of creative possibilities, providing brands with an interactive way to increases brand awareness like providing vertical video, GIF, full-screen and half-screen formats. With 400 million daily impressions worldwide (40 million US), AppLock allows brands to reach the right audience, at the right time, in the right format.

    Cheetah Ads offers diverse, global reach with over 600 million users from 200+ countries across Cheetah Mobile’s owned and operated inventory, including News Republic, Live.me, Clean Master, and CM Security.

    The Digiday Signal Awards honors the technology platforms that brings efficiency, effectiveness, and creativity to the media and marketing processes for brands, agencies and publishers. Digiday honors the best marketing and advertising technology, from publisher-centric tools to analytics dashboards for digital platforms.

  • Cheetah claims Applock surpassed 35% penetration

    MUMBAI: Libra, an Android analysis platform designed by Cheetah Mobile, has found that Security Master – Antivirus, VPN, AppLock, Booster – (previously known as CM Security Antivirus app Applock) claims to have a weekly active penetration rate of over 35 per cent among mobile internet users on Android in India at present. Applock is able to reach 200 million impressions a day making it a powerful advertising tool for advertisers that increasingly need to reach a mobile-first audience.

    Samsung, Suzuki, Tata & Colgate are already on-board with the company’s Cheetah Ads services. In particular, Samsung’s campaign has generated more than 37 million impressions for a campaign that helped it launch one of its phones. A combination of high market reach, impactful ad format, and machine learning to help optimize the campaign has resulted in purchase intent of more than 2.5x the normal mobile e-commerce rate.

    Cheetah Mobile APAC Ad sales GM Morden Chen said, “Our huge inventory and precise targeting abilities fuelled by our AI capabilities, Cheetah Ads will continue to help advertisers in India to effectively reach their target audience who are increasingly mobile-first. We see our mission in India as one to continue to educate the market about the beauty of mobile advertising and work closely with our various partners to move the industry forward.”

    Tata global beverages – media & marketing procurement deputy GM Sonia Serrao said, “We tried the Locker Ad Roadblock from Cheetah Mobile in conjunction with our print campaign, and it gave us maximum “Impact and Reach”.

    Based on a recent study by Cheetah Mobile, launched vertical video in all mobile moments earlier this year by leveraging its suite of mobile apps which are able to capture a mobile user’s entire mobile consumption journey.

  • Cheetah Ad Div rebranded, AppLock impressions increase

    MUMBAI: Cheetah Mobile Inc., one of the leading mobile utility and content app developers, has rebranded its ad business in India as Cheetah Ads, with a renewed focus on bringing vertical video ads to the market. Cheetah Mobile also revealed that impressions of Cheetah Mobile’s popular AppLock feature have reached 200 million per day in India, making it one of the most successful markets for the product.

    AppLock safeguards users’ privacy by creating password-protected lock screens for individual apps. The feature is most frequently used to unlock social apps where people share personal data and require the utmost privacy.

    A recent report produced by Cheetah Lab titled “Using Utility Apps to Realize the Value of Brand Ads on Social Apps” shows that the top five countries using AppLock are the United States, India, Brazil, Mexico and Indonesia, with India ranked 2nd. A closer look shows that among the top 10 most frequently locked apps, the top two are social apps.

    AppLock offers brands a “pre-social moment,” the opportunity to engage with a customer before diving into a social app. AppLock supports customizable video, GIF and interactive ad formats with Cheetah Mobile’s industry-leading big data and targeting capabilities. It also allows brands to showcase 9 different product images on the lock screen. Through AppLock, brands can reach their best audiences without advertising within the social apps themselves.

    Cheetah Ads places beautiful, full-screen vertical video ads in a wide range of user contexts – from pre-social moments like AppLock, where brands can reach users before they unlock their favorite social apps; to in-social activity within popular influencer-powered apps like musical.ly and Live.me; to personalized content moments in News Republic; and utility moments in apps like Clean Master and Battery Doctor.

    Formerly known as Cheetah Ad Platform, Cheetah Mobile’s ad business has operated in India since launching there in September 2015.

    Speaking at ad:tech 2017, Cheetah Mobiles GM – international ad sales Morden Chen said, “Cheetah Ads India will make the advertising experience smarter and better for users and brand advertisers. As Cheetah Mobile advances its content+utility app strategy, Cheetah Ads will focus on bringing vertical video ads to every kind of mobile moment.”

    “We are thrilled with the success of AppLock in India. The feature’s 200 million daily impressions have contributed to making Cheetah Ads one of the top mobile advertising players in the country. With its huge mobile user base and fast-growing marketplace, India is a key country for us, and we will continue innovating to meet the evolving needs of the growing mobile users,” Chen added.