Andy Atkins-Kruger

Baidu to launch new advertising programme and 3G search

China Knowledge reports that Baidu Chief Executive, Robin Li, revealed at the Boao Forum for Asia that Baidu is launching a new advertising programme AND a 3G solution for this year – but has no plans to expand outside of China and Japan, for the moment.

The new advertising programme is entitled “Phoenix Nest” or “Fengchao” and will be released in the second quarter of this year replacing the current bidding programme. For 3G, Baidu is planning to partner with three of the major Chinese Telecoms organisations – China Mobile, China Unicom and China Telecom Corp.

Baidu’s current advertising programme looks like Google’s at first sight, but places sponsored links both above organic listings and – on later pages – on the right hand side of the page much like Google. A simplificiation of this approach would no doubt help its sales outside of China or with marketers who are used to the Google formula.

The company is targeting that 70% of its revenue will come from international markets within the next 15 years.

All in all this shows that Baidu is building for the longer term and sees that for markets such as China and other countries in the far east, mobile access to the internet will plan a very significant role. Japan is already the leading the development of the mobile economy.

Andy Atkins-Kruger
Andy is the CEO of Webcertain. He is a trained linguist with 20 years experience in international marketing, having helped major brand leaders with their advertising and public relations projects on five continents. Webcertain has been operating multilingual search marketing campaigns for over 15 years and is one of few agencies which only deal with international campaigns; the company doesn't deal in single market projects. Andy speaks regularly at conferences around the world, writes for the Multinational Search column of SearchEngineLand.com and is the Managing Editor of the Multilingual Search blog.

4 Responses to Baidu to launch new advertising programme and 3G search

  1. A Graylin says:

    Baidu is coming into the mobile game a couple of years late. The major carriers already have partners and baidu’s mobile search technology is also far behind other existing players.

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