Native ads are a form of marketing advertisement

Native ads are a form of marketing advertisement. Prior to the native ads, advertisers traditionally launch an ad placing a banner ad on a webpage or serve an ad before a video plays. China’s native ads market is rapidly developing. It’s estimated that by 2017 the overall market size would be 5.5 billion RMB, about 14.3% of the overall advertisement market size. It will continue to have a 50% YOY growth rate in the following three years. Since 2012 the form of native advertising has changed, transforming themselves from an only search advertising to something and with more contents. So many transformations and so many platforms, obviously for every business you have to use the right native advertising.

What is the best Chinese native advertising platforms?


Tencent is instead the market leader in social media in China with the most popular platforms are QQ and WeChat. In addition, Tencent holds a 15% stake in the giant of e-commerce. Since September 2016, revenues from advertising for Tencent have grown mainly from WeChat.Active users are numerous and loyal, but when it comes to advertising there are restrictions and there is also a high level of competition due to the low cost.


Weibo is a Chinese microblogging site. It is a hybrid between Twitter and Facebook, is one of the most visited sites in China, it is estimated that more than 30% of people who have internet access in China use Weibo also because Chinese millennials are the biggest users of this platform. When it comes to advertising there’s “Weibo Fans channel”, which offers 7 formats of information feeds and precise targeting function to the ad buyers. The negative part is the high CPA and the difficulty in predicting performance.

“FuYi” or  Sina Fuyi is a precisely targeted and creatively optimized ads platform which provides advertisers with high-quality service. Based on the massive resources of dual-platform and multi-terminal, it can explore a large amount of data multi-dimensionally through, Sina Weibo and mobile client.


Baidu is the main search engine of the country and with percentages of use by Chinese users equal to those of Google. Baidu employs for its digital marketing services a pay-per-performance platform (P4P) that uses pay-per-click technology (PPC). It also creates its in-feed ads service to display ads in its mobile app, browser, forum, when people are viewing relevant things. But despite this, it remains more a search engine where users pay less attention to content.


Toutiao is an app made in China capable of combining the typical functions of a social network with those of an information platform. Created in 2012, it is an aggregator of news that, based on the tastes and preferences of the user, offers only tailor-made news, tailored to the needs of the individual. There are around 120 million active users every day for most young people on a tight budget moreover the quantity competition is also very intense.


In China, unlike the western countries that have YouTube, there are no true UCG video platforms because very little Chinese bloggers are able to edit and create professional contents. But despite this, it seems that things are changing since the rise of short videos, like Douyin and Kuaishou. They have gathered a huge number of fans in short time by offering techniques and platform to create and share UCG videos.


The GMA is a digital Performance Agency based in Shanghai that helps foreign Brands develops their business in China; reach and communicate to their Chinese consumers with Digital Solution. We are specialists in the world of digital in China. We have built up a high level of expertise in a variety of market sectors with many successful projects tailored to this unique market. We specialize in :

  • e-commerce
  • e-reputation
  • branding
  • SEO and SEM on Baidu
  • community management
  • PR
  • lead generations

if you are interested in the online market, we can offer complete advice and assistance to start and manage your e-commerce in China, from the translation of the website, localization, and optimization for Chinese search engines to the management of customer service and the organization of the logistics.