Media Buyer’s Guide: How to Target Chinese Audiences in the U.S. and Canada
Chinese consumers are a major market opportunity for brands and retailers in the U.S. and Canada, but their media habits may make them hard to reach.
At Why C Media, we help operators and brands target Chinese consumers in the United States and Canada through our favorite Chinese-language websites and platforms.
We can target Chinese consumers through our unique DSP, which provides access to high-quality advertising resources from Chinese publishers. This inventory cannot be acquired through public bidding and exchange.
Through our DSP, we have access to 99% of the list of available Chinese publishers in North America. Our niche audience can be broken down into Chinese consumers who have lived in the US and Canada for less than 10 years.
How big is China's consumer market in North America?
What makes the Chinese consumer in North America so hard to reach?
Because of their media habits, it is difficult to attract Chinese consumers. For example, a new person from China, who has lived in North America for three to five years and has a market of about 1,500,000 in the United States and 350,000 in Canada.
In the first few years of moving out of China, consumers will exhibit all of the following characteristics:
1. High purchase motivation or customer orientation
New immigrants from China will show above-average incentives to buy a range of goods and services. Banking, cars, insurance, real estate, and education are the most important categories in their consumption process.
2. Stick to digital media habits
New immigrants from China still retain many of their media habits at home, suggesting they tend to use Chinese-language websites and social media even when living in the United States and Canada. ComScore's key metrics report indicates that new users from China will derive up to 85% of the content they spend online from Chinese publishers.
Chinese newcomers from the U.S. or Canada, for example, tend to have a low index on YouTube, while YouKu tends to have a high index.
The main reason for media retention is that they want to access Chinese content on familiar platforms.
The unique digital media habits of Chinese advertisers pose a huge challenge for advertisers, as the places they most frequently visit online are disconnected from the advertising exchanges in North America.
This means that DSP, which operates in North America, cannot access advertising resources on Chinese websites. With this expansion, the use of DSPs in North America in The Chinese novice audience will be severely limited - an important market opportunity for many brands.
Why can't DSP in North America access advertising resources on Chinese websites?
Due to a set of censorship policies known as the "long firewall", the advertising resources of China's public distributors cannot be used in public bidding or transactions.
China's long firewall policy prohibits foreign (non-Chinese) media companies from participating in its media sector. This means that all the leading DSP and AD trading platforms outside China are unable to access the majority of publishers' advertising resources in China.
Lack of inventory access is one of the three reasons many media outlets plan to miss their target audience of Chinese consumers.
How do Why C Media help brands access to inventory on Chinese websites?
WHY C Media provides operator procedural direct/guaranteed services for operators and brands.
Through our exclusive license to the China Censorship Board and direct partnerships with distributors in China, Eastward Media can provide a guaranteed presence on approximately 98.7% of all Operators in China, WHY C MEDIA's websites, and video-streaming platforms.