What began as scrolling fodder has exploded into a blockbuster content business. At IAB Hong Kong's recent event, experts showed how marketers are moving quickly to reach global audiences through the format.
True
short drama
Short dramas: The RMB 100B content format marketers cannot ignore
advertising budgets
china
iab hk
short drama
Short drama marketing: Buzzword or blue ocean market in China?
china
marketing
microdrama
short drama
Campaign speaks to marketing experts from top agencies in China about the surge in short drama marketing, exploring how this innovative format—combining storytelling, celebrity endorsements, and direct sales links—is revolutionising brand promotion and captivating millions of viewers.
Could China’s short drama boom create lucrative IP?
douyin
short drama
Short dramas are racking up hundreds of millions of views on China's video platforms, but producers are grappling with how to sustainably monetise the format.