Movers & Shakers: VivaKi Poised to Collaborate with Tencent

Image representing Frank Voris as depicted in ...

CEO, Vivaki, Frank, Voris, by None via CrunchBase

The senior management team of VivaKi, part of the Publicis Groupe, a global leader in digital advertising solutions, visited Tencent and expressed willingness to cooperate closely with it in the area of digital marketing.

As China’s largest online life platform, Tencent not only plays a key role in facilitating the online life of China’s netizens, but also acts as a quality media channel bridging communication between brands and consumers. Thanks to its huge accumulated user base as well as commercial value, Tencent is now regarded as an effective window for understanding China’s changing digital media landscape and developmental trends. Due to the size and influence of both VivaKi and Tencent, the meeting between them carries significance for both parties.

“Mobility and other digital trends brought by the technology revolution are reconstructing the DNA of the entire advertising industry, and this journey of transformation has just begun,” SY Lau, CEO, Tencent, said. He added that rather than a new tool kit and new media mix, digital media should be considered marketing’s new state of mind. He called for the traditional marketing state of mind to adapt to embrace the new world. This was echoed by Frank Voris, CEO of VivaKi, who believes it is essential for media and ad agencies, adhering to their customers’ brand identity, to pinpoint the right target audience in a highly efficient manner while taking into account the user’s channel of communication, such as mobile devices.

The latest data from the China Internet Network Information Center (CCNIC) shows that the percentage of China’s mobile Internet users hit an all time high of 78.5% of the population in June, surpassing that of PC Internet users. This leaves no doubt that China has entered the mobile era. Tencent is prepared in every way to address the new market opportunity. In the area of mobile, Tencent WeChat, a hugely popular Chinese messaging app with over 400 million users, launched a payment feature to facilitate both online and offline communication between advertisers and consumers, providing more possibilities for O2O marketing. In the areas of big data and content marketing, Tencent launched the Ad Exchange advertising trading platform and a demand-side platform (DSP) called Tango to provide quick, accurate ad placement leveraging the power of big data; and Tencent Video is investing significant time and resources to introduce the best-quality TV dramas as well as producing original programs to provide the ideal channel for advertisers to implement highly sophisticated content marketing.

One excellent example was Olympic Parents, Tencent’s 2012 program sponsored by P&G, one of VivaKi’s key customers, which focused on the moving stories told by the gold medalists, athletes, their parents, and their experiences during the Games. P&G gained maximized returns thanks to Tencent’s marketing solution integrating the mobile integrated information platform plus interactive products plus social dissemination. This campaign has been regarded as one of the industry’s most successful case studies, and one that fully demonstrates the influence of Tencent’s integrated multiple platforms.

“We see more opportunities than challenges in this evolving digital marketing landscape,” SY Lau said, and added that Tencent is willing to explore changes and address new situations to realize the full hidden value of its digital media platform for advertisers and for industry influencers like VivaKi.

In July, Omnicom Group Inc. and Publicis Groupe SA announced a definitive agreement for a merger of equals, creating the world’s largest advertising communication group. As an indispensable part of Publicis Groupe, VivaKi has a strong influence on global ad spending and media investment.

From: Tencent

** Share the BLM Magazine with your executive colleagues and friends!

Follow the Magazine:

(After you have filled in your email address in the column at the right hand side of the screen, a confirmation email will sent to your email address. You will have to confirm it before subscription begins)

Follow us on Twitter:

Like us on Facebook:

**As part of the Magazine’s drive to reward subscribers/followers, we will be providing subscribers/followers special access to exclusive content which will not be otherwise available to normal visitors. Please be sure to subscribe to the Magazine. Many visitors have given us positive comments that they will be bookmarking the site, but as the system is unable to capture a working email address to which the passcodes for exclusive content will be sent, they will miss out on this content. Do note that passcodes are locked to each exclusive content, not a one-for-all access, so do provide a working email address that you check regularly so as not to miss out on them!


One thought on “Movers & Shakers: VivaKi Poised to Collaborate with Tencent

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s