Specialist
Former Director at Alimama at Alibaba (China) Network Technology Co Ltd
Agenda
- Advertising revenue streams and formats within Alibaba’s e-commerce ecosystem, and each advertising revenue’s growth trends
- Alimama’s business model, advertising operating model and strategies, merchants’ sales increase and feedbacks
- Taobao merchants’ major advertising channels inside and outside Alibaba’s ecosystem, marketing budgets, pricing and effectiveness
Questions
1.
What trends are there in China’s digital advertising market? How much did it grow over the past three years and how big is the market now? What future trends do you see in the market?
2.
What ads do DSPs or programmatic advertising deal with? Is newsfeed advertising a form of ads or a means of advertising?
3.
Do advertisers pay for ads based on the DSPs used or the specific products purchased?
4.
Alibaba is different from regular advertising agencies and publishers in that it acts as both. It offers a marketing platform – Alimama – and retail marketplaces such as Tmall and Taobao at the same time. As put by Alibaba’s CEO Zhang Yong, “Alimama is the world’s only platform that helps clients connect branding and marketing with sales to end consumers.” What position does Alibaba’s advertising business occupy in China’s digital advertising market? What do you think of Alimama’s competitiveness? Will being player and referee at the same time give it an advantage in the competition?
5.
What types of advertisers does Alibaba serve? How much of its sales are accounted for by merchants on its own marketplaces and how much by external advertisers? How do you expect them to change?
6.
How much do KAs and medium and small-sized advertisers contribute to Alibaba’s advertising revenue respectively?
7.
Since KA clients may work with advertising agencies, do they directly contact with Alimama or purchase marketing services through agencies?
8.
According to some research firms, Alibaba’s ad revenue was RMB 20.6bn, RMB 55.2bn, RMB 89bn and RMB 137.6bn in FY 2015-18. What do you think of its advertising business growth over the past three years and in the years to come? What is your estimate on the ad revenue in 2018 and Q3 2019?
9.
What about the GMV in 2016-17?
10.
Can you give us more details about Alibaba’s core ad products and their charging models?
11.
What about the ROI of newsfeed ads on Taobao?
12.
What do you think of the recent performance of Alimama’s new newsfeed ad product – Chaoji Tuijian? Is this an innovation or an update to its personalised recommendation products?
13.
How do you see the current merchants’ demand for advertising? Could you estimate the performance by the end of the year?
14.
Do Tencent and Jinri Toutiao have plans in developing media business like Alibaba? Will they integrate and diverse the traffic for their clients? Will that require the advertisers, especially those big ones, to operate independently?
15.
Are most clients of key words advertising small and medium-sized enterprises? Big brands such as Nike and Adidas don’t need to do that.
16.
You’ve mentioned that Alibaba wants to supersede the third-party companies such as 4A and some agencies, while Tencent bought shares of some agencies such as Youzan and Weimob. What are Alibaba’s attitudes toward these agencies? Do advertisers need to worry if they only entrust Alibaba to market for them? I hope you can make a special analysis on the independence of the third party.
17.
You’ve mentioned an online and offline advertising mode of Alibaba has an ROI of over 60%, could you please talk more about its market share and advertising inventory? Do you mean the overall ROI can reach to 60%?
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