Comparison on SEM Bidding, DSP, Feeds, Ads Network in China



In 2017, China's online marketing was occupied by DSP and Feeds. Although existed for a long time, the two have just been popular in China for no long time but a few years, and they are favored by advertisers, becoming preferred option for more and more business owners. What are the mainstream Feeds and DSP media in China? What are their differences compared with SEM and Ads Network? 
 
Feeds Ad
1. Principles: Precise targeting on audience with their favored ad display, and further influence their buying decision. 
2. Mainstream media in China: Headline Today, Tencent Social Ads, Baidu Feeds, Sina Fuyi, iQIYI
3. Features: ①China's Feeds Ad industry has developed rapidly with a growth rate of over 50%. ②All based on self-owned media resources with qualified visits. ③Original advertisement which is good for user experience and second transmission. ④Constantly innovating the Ads forms, which is favored by the advertisers.
4. Ads Formats: large picture, picture set, single picture. 

 
DSP Ads
1. Principles: Precise targeting on audience with their favored ad display, and further influence their buying decision.
2. Mainstream media in China: iPINYOU, Baidu DSP, Chance Ad, Lomark
3. Features: ①LBS; technological development has expanded the application scene of programmatic ad buying. ② Rich media resources, suitable for mobile terminals, in line with the mobile trend. ③ Large database, wide coverage, but lack of accuracy.
4. Ads Formats: Picture display
 
SEM Ads
1. Principles: Search, display and click. SEM is a pro-active ads channel that the potential consumers search keywords actively through search engines, which display ads in the search engine result pages (SERPs). If the consumers are interested, they are very likely to click and browse the ads.
2. Mainstream media in China: Baidu, 360, Sogou, Shenma
3. Features: ① Over decades, SEM, mostly known as PPC,  features precise targeting as well as reliable conversions.  ② The search volume at the mobile end is increasing, which is in line with the mobile trend. ③ Constantly innovating the Ads forms, conforming to the browsing habits of the Chinese users.
4. Ads Formats: Text copy, copies combined with image-text & forms.
 
Ads Network
1. Principles: Precise targeting on audience with their favored ad display, and further influence their buying decision.
2. Mainstream media in China: Baidu Ads Network, Google Display Network, Pangu.
3. Features: ① This channel is mainly consisted of media alliance. ② The media quality varies. ③ Large and wide traffic base, but inaccurate. 
4. Ads Formats: Picture display.
 
Digital Marketing in China tends to be diversified. DSP, Feeds and SEM meet both brand users' and indivisual user’s needs, while particularly SEM is the fundamental root source of conversion, and DSP and Feeds acquire exposure as supplement. Both of the latter combine and cooperate with each other so as to achieve a 1+1 > 2 promotion effect.