Madhouse releases DIY platform for targeted Chinese mobile ads


China-based mobile advertisement platform company Madhouse has released a paid platform that allows companies to time and broadcast their own advertisements targeted at Chinese outbound travellers.

TravelMad, launched at Digital Travel APAC 2018 yesterday, enables industry marketers to advertise on popular mobile apps used in China, such as WeChat, Dian Ping, Mei Tu Xiu Xiu and more.

Wang: correct mobile platform essential to reaching out to the China market 

Advertising on these platforms is essential for penetrating the Chinese market, who do not use social media that are global marketing favourites, such as Facebook and Instagram, explained Wendy Wang, vice president, Madhouse.

On the platform, marketers can customise their campaigns that reach out to Chinese who are travelling in other countries such as Thailand, Japan and Singapore.

Users can adjust their campaign criteria such as target country, frequency and time period of advertisement distribution, format of advertisement and location-based push advertisements.

The platform also delivers real-time reporting on the performance of the campaign, such that users can recalibrate their criteria based on click-through results.

Wang told TTG Asia on the sidelines of Digital Travel APAC 2018 that Madhouse is participating in roadshows and workshops across South-east Asia to promote the platform and encourage the region to reach out to the “high-value Chinese market”.

The agency currently has one representative in Singapore for the South-east Asia market, and hopes to expand depending on demand, said Wang.

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