AdChina also made an earlier announcement of its strategic partnership with CNTV (China Network Television, which is the digital arm of China Central Television).
HunanTV new media is licensing AdChina's AdManager as its ad serving, tracking, and brand measurement platform. AdChina will gain the premium ad inventories on Hunantv.com, including exclusive access to Roadblock inventory of all Hunantv.com's inner pages. Industry insiders believe that the partnership gives AdChina a golden opportunity to reach more young audiences, who have tremendous purchase power.
The collaboration will also include the advertising and application development on the brand new social networking site Mango World of Hunantv.com. Moreover, the two companies will jointly explore the ecommerce market by taking advantage of AdChina's extensive experience in the operation of "MSN shopping", a B2C ecommerce platform, and the quality user base of Mango World.
The joint "Online Video Ad Lab" aims to develop cross-platform ad serving technologies and effective interactive ad formats, analyze audience behaviors and establish online video ad guidelines, standards and measurement.
Ruobo Zhang, president, general manager and CEO of Hunantv.com said, "Hunantv.com is the only new media online platform of Hunan TV, and has built an entertainment product line that integrates news, online video, social networking, online games and wireless value-added services across Internet, mobile and digital TV platforms, with four flagship products, Mango Entertainment, Mango TV, Mango World and Mango Games."
"Online advertising is an important revenue source with significant growth potential for Hunantv.com," Zhang said.
"Via the joint ad lab with AdChina and leveraging AdChina's extensive experience in ad operation and ad serving, we will develop more innovative ad formats, strengthen ad inventory management and build more powerful ad serving and tracking system."
"As the leading integrated digital platform, AdChina has the largest online audience reach and media coverage in China, as well as advanced targeting technologies with outstanding ad effectiveness," Alan Yan, founder and CEO of AdChina said.
"Besides the strategic partnership with HunanTV new media, AdChina will collaborate with more TV media and video websites to further extend AdChina WebTV Network, and improve video ad effectiveness."
Leading market research firm eMarketer predicts that the growth rate of global video advertising market will be up to 35%-45% in the next five years, and the market will be about US$5.2 billion by 2014. According to "China Online Advertising Research Report 2009-2010" by iResearch, the China online advertising market was over RMB20 billion in 2009, with a significant growth of 21.2% from 2008.
"We will seize the great opportunity in the online video ad market," said Alan Yan.
"Video advertising is one of the most important opportunities for AdChina this year. Video sites can effectively promote their video contents via AdChina WebTV network and maximize their impact. At the same time, AdChina WebTV network can help video publishers to monetize their abundant video resources."
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