Jenny Chan 陳詠欣
Jan 16, 2015

Airwave China launches private programmatic platform for mobiles

SHANGHAI - Airwave, the mobile business unit of Omnicom Media Group, has unveiled the latest addition to China's mobile programmatic ecosystem: an enhanced buying platform for only premium inventory.

Airwave China launches private programmatic platform for mobiles

The new offering, called 'Airwave ONE Premium Direct', delivers reach and scale of premium inventory across mobile, accorting to the company.

It claims to reach more than 400 million unique views per month from users visiting around 80 white-listed premium publishers across 15 content verticals.

"The demand for premium inventory is an unquestionable one, yet there are very few platforms
in China that offer such high-quality inventory at scale," said Alvin Foo (符传志), head of Airwave China.

"Advertisers shouldn't have to compromise on the perceived quality of environments in order to
drive reach and results," he added.

The platform allows advertisers to place ads in well-known, popular apps. The aim is to increase the appeal of mobile media to brands trying to influence consumers at the consideration stage of the purchase process, but that are still sitting on the fence.

Airwave’s announcement comes at a time when Chinese consumers are spending around a quarter of their days on mobile and tablet devices. According to iResearch (艾瑞咨询集团) forecasts, mobile programmatic buying revenue will amount to US$565 million (RMB 3.5 billion) by 2017.


Related Articles

Just Published

3 hours ago

'Laundrette': BBH's CMO on the ad that built the agency

Bartle Bogle Hegarty's global CMO reflects on the significance of the 1985 Levi's ad 'Laundrette', following the death of its star, Nick Kamen, this week.

3 hours ago

Neil Christie to leave Wieden+Kennedy

Christie had been supporting the agency in Brazil, China, India and Japan as director of growth markets since 2019.

3 hours ago

Adidas and Nike sales plummet following boycotts

Both brands reported plummeting sales on China’s e-commerce channel, Tmall, in April.

3 hours ago

Software giant SAS launches biggest brand campaign ...

The analytics company is building awareness as competition heats up.