Baidu Adds Films as Clients for Brand Link Ads
Bianews, 9/28/12
"Double Exposure," a soon to be released film in Mainland China, had become the first film to participate in Chinese internet company Baidu's (Nasdaq: BIDU) Brand Link advertising program.
When searching for the Chinese characters representing "Double Exposure" on Baidu, trailers, cast microblogging accounts, and images chosen by the producers of Double Exposure will appear above search results on Baidu's results page. Baidu is currently in talks with other upcoming films to become Brand Link advertisers.
Editor's Note: Seeking to further monetize its already highly successful Brand Link product, Baidu has been developing a variety of new specialty and customized Brand Link formats and Brand Link derivatives (e.g. Baidu Landmark, or "Mini Brand Link," and Mobile Brand Link), and has also expanded its advertiser eligibility criteria to include not just companies, but also individuals and now films. For more background on this topic, please see "Baidu Lists Personal Brand Link Ads for 360Buy CEO," MD 8/20/12 issue and "Baidu Lists Personal Brand Link Ads for Suning Chairman," MD 8/30/12 issue.
Keywords: search advertising film Internet Baidu BIDU Brand Link online search
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