Yoyi Digital has made a strategic pact with Wasu Digital TV Media Group to advance programmatic TV buying from concept to reality in China.
Programmatic buying has reached a mature stage of development and is now gradually penetrating into people's lives, according to Yoyi Digital.
Company CEO Roy Zhou said that in this way, marketing is returning to its core purpose — to eliminate the distance between brands and consumers.
“By presenting data and technology in a smarter, more understandable and relatable way, marketing is able help brands better resonate with consumers,” said Zhou.
Zhou believes that the core nature of its Programmatic Buying Plus is connectivity, bringing together businesses and consumers, eliminating barriers between screens and devices and using big data to build a new ecosystem for advertising.
He expects that Programmatic Buying Plus will create new trends in digital marketing in a meaningful and impactful way.
Combining technology and content, programmatic TV buying has the potential to revolutionize traditional TV advertising-based buying and create a new landscape for Internet TV marketing.
Yoyi Digital sees the current fragmentation of consumer habits as meaning that multi-screen connectivity is a major challenge for brand advertisers in marketing.
With television and its power of influence joining the programmatic buying camp, it will be the fourth screen to be covered by programmatic buying after PC, mobile and tablet.
Programmatic TV buying can be linked with consumers through tens of millions of screens, providing brands with more comprehensive integrated marketing programs, said Zhou.