EDMAs 2021

Tencent launches ad suite for US brands looking to reach Chinese consumers

Tyrone Stewart

TencentInternet giant Tencent has launched a suite of advertising solutions and resources that will enable US marketers to engage nearly 1bn Chinese consumers on Tencent platforms.

The suite provides brands with the opportunity to increase sales among Chinese consumers by engaging them both in China and abroad in places like Tencent’s massively popular messaging app WeChat. In addition to the offerings, Tencent has established a dedicated US-based support team.

“To engage Chinese consumers, it is important to reach them on their preferred communications platforms,” said Poshu Yeung, VP of international business at Tencent. “For the first time, we are making it possible for U.S. brands to directly reach this audience through sophisticated targeting, not only in China but also when they travel to the U.S.”

Tencent’s WeChat app boasts 963m monthly active users alone, and more than 55 per cent of Chinese mobile internet usage is on Tencent platforms – which also include QQ, Qzone, Tencent Video, and Tencent News. Meanwhile, Chinese tourists accounted for $35bn of spending in the US in 2016 alone.

“For U.S. advertisers, China presents a dynamic, lucrative and challenging opportunity,” continued Yeung. “Brands have become more sophisticated about the needs and behaviour of Chinese tourists. To make a sale outside China, they understand that they need to speak to their customers before they even plan their trips.”

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