UC Ads under Alibaba Group initiates a revolution of content marketing

On September 28, Morden Chen, General Manager of Alibaba UC Ads, will reveal their short video ads platform at The MMA Forum being held at Taj Santa Cruz in Mumbai. This is an initiative by Alibaba UC Ads to start the revolution of short video ads in India and strive to become the largest one-stop content marketing platform. It is reported that UC Ads has maintained long-term co-operations with Amazon, Flipkart, PayTM Mall, Tokopedia, Lazada and other top e-commerce platforms in India and Indonesia. Other important partners include mobile phone brands, operators and FMCG brands, etc.

UC Ads will launch a revolution of short video ads in the Indian market.

"We've noticed that people in India were used to watching TV together with their families while more and more young people prefer to be with their phones and browse what they like, no longer confined to TV programs," Morden said. “With the popularity of mobile devices and declining mobile internet service charges, people are more accustomed to diverse contents on their mobile phones and reading is becoming fragmented. Short video features short time and can be viewed on the move, which is getting more and more popular. Many short video platforms have emerged against this backdrop, with information consumption upgrading from pure image-text to image-text + video.”

He continued, “People's attention span is reducing. According to a survey by Microsoft in 2015, after a habit of using mobile devices is developed, people's attention span dropped from 12 seconds in 2000 to 8 seconds which is shorter than that of a goldfish. This calls for the digital content on mobile devices to be more refined with more selling points.”

For brands, the short video ads not only cater to the consumers’ new habit of favoring fragmented contents on the mobile phone over long videos but also coincide with the memory pattern of users in the mobile phone era. The short video ads are well received by mature markets, however, their potentials have been underestimated by brand marketers in India where mobile device ownership has skyrocketed. Tomorrow at the MMA Forum, Morden Chen will introduce the practices of marketers in mature markets. They replace the strategy of brand videos with mobile first strategies and determine the presentation of video ads based on the demand of mobile clients to make ads more suitable for the application scenarios of mobile devices. UC Ads offers a variety of short video ads solutions, including the pioneering splash video, in-feeds video and in-article video and has facilitated brand marketers to implement the mobile first strategy for short video marketing, rendering more opportunities to effectively reach users.