Thoughtful China's First Episode, "Real Numbers," Examines the Lack of Accurate Viewership and Click-through Data in China
SHANGHAI, CHINA (May 24, 2011) -- Data provided by Chinese web publishers about viewership and click-through rates routinely are inflated in the high double-digits, even though false data destroys the value the digital industry purports to deliver and damages the future of the entire industry as a marketing channel.
Thoughtful China, an online advertising affairs show produced in Shanghai by Thoughtful Media Group, debuts this week with a hard look at the lack of accurate data in China's digital media market and strategies advertisers can take to overcome that challenge.
The global acceptance standard is 15% discrepancy, but China "tends to have 30% discrepancy, so that's double the global standard," said Clement Tsang, China country manager for MediaMind Technologies, this week on Thoughtful China episode 101, "Real Numbers."
During a panel discussion, Chinese digital media experts Brent Cohen, Ybrant Digital's general manager and managing director, China, Freddie Laker, SapientNitro's VP, digital strategy and Jimmy Poon, China CEO at Mediabrands Ventures highlighted the problems caused by a lack of accurate data--and the potential costs of demanding transparency.
China's dot-com boom, but data available today is "fluffy," said Jimmy Poon, but "as e-commerce is coming into play, then transparency is demanded."
The industry should "get up on a soap box," Freddie Laker agreed, but that could "draw the ire" of China's powerful websites and perhaps get advertisers "blacklisted," a risk few marketers and agencies are willing to take.
In addition, Brent Cohen said, "no one wants to stay the emperor has no clothes, everybody is benefitting," such as mid-level brand managers and agency business directors, who use inflated figures to demonstrate effectiveness of their own campaigns. "Who wants to change a system that seems to be working?"
PT Black, Thoughtful Media Group's senior creative director in Shanghai and a regular guest on Thoughtful China, compared the challenges of data collection today with those of ancient China's leaders. "Think getting viewership numbers are hard? Imagine what it was like during the Imperial time getting a census or collecting taxes."
Watch the show online at www.thoughtfulchina.com.
About Thoughtful China
Thoughtful China was created by Thoughtful Media Group to help define and shape a global conversation about a changing ad industry in the world's fastest-growing economy. Thoughtful China, an online weekly advertising affairs series produced by Normandy Madden, covers trends and news in Greater China's burgeoning media, marketing and advertising landscape. The ad industry's top global executives as well as local newsmakers and experts participate in comprehensive interviews and roundtable discussions about matters important to the entire industry. Thoughtful China is available at www.thoughtfulchina.com.
About Thoughtful Media Group
Thoughtful Media is based in Los Angeles, California, with offices in Shanghai and Tokyo, Japan. The company was recently institutionally capitalized to fully undertake the opportunities presenting throughout China and other emerging media markets around the world. The company was founded by CEO Jak Severson and CFO Dan Thorman.
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