Wanda Group, China’s largest real estate developer and the owner of the world’s largest cinema chain operator, claims it will spend more than 70% of its advertising budget on new media.
The company posted on its official WeChat account on Friday a blue paper document called “Wanda’s new media advertising”.
Wanda said that it will run its advertising campaigns in various categories of new media, including news apps, social media, video platforms, and cutting-edge mediums like VR.
News apps are a prominent method of advertising for Wanda, as Internet users are going mobile. Data covering the first half of 2016 showed that 92.5% of all Chinese Internet users were going online with their mobile phones, according to a report published by CNNIC. Wanda’s property advertisements will appear in online news feeds.
China’s social media is dominated by QQ, WeChat, and Weibo. Wanda will cooperate with key opinion leaders (KOLs) to run its ads. By “KOLs” Wanda is referring to official media accounts, celebrities, and accounts of famous people in specific industries.
In addition to social media, Wanda will run advertising campaigns on video platforms, based on viewers’ location. At the same time, Wanda hopes to commission video platforms produce ads for Wanda, as these platforms generally have their own video production staff.
Wanda is keen on taking advantage of the newest and most cutting-edge technology in advertising. Aside from VR, Wanda will also use more new technologies to help its advertising campaign, including AI.
Wanda has made serious efforts in investment in new media. In May, it made investments worth RMB 15 million (USD 2.3 million) to support 100 emerging media individuals, who will contribute to Wanda’s advertising campaigns.
(Top photo from http://www.pixabay.com)