Display Advertising China
Extend your reach beyond search with display ads across the Baidu Display Network — banner, video and native formats targeting Chinese consumers.
Display advertising in China means reaching consumers while they browse news sites, entertainment portals, video platforms and apps — not just when they are actively searching. The Baidu Display Network reaches over 600,000 partner sites and apps across China, giving foreign brands access to a scale of audience that no single platform can match.
Why Display Advertising in China?
Brand Awareness at Scale
Display campaigns build recognition among Chinese consumers who have not yet heard of your brand. With display, you reach people earlier in the buying journey — before they start searching.
Retargeting
Retarget visitors who have already been to your Chinese website or landing page. Display retargeting keeps your brand visible to warm audiences who showed interest but did not convert.
Visual Formats
Display ads support banner, rich media, video and native formats — formats that carry more brand impact than text-only search ads. Video pre-roll ads on iQiyi and Youku reach hundreds of millions of viewers.
Cost Per Thousand (CPM)
Display advertising is typically priced on a CPM basis — you pay for impressions rather than clicks. This makes it efficient for awareness objectives and remarketing to large audiences.
Combining Display with Baidu PPC
Display advertising works best as part of a broader China digital strategy. Baidu PPC captures demand from consumers who are actively searching for your product or service. Display advertising creates the awareness that drives those searches in the first place — and retargeting closes the loop by re-engaging visitors who searched, clicked, but did not convert.
Approximately 22% of online purchases in China are influenced by display advertising at some point in the buyer journey. For foreign brands with lower name recognition, display is especially important because Chinese consumers are less likely to search for an unknown brand by name.
What We Manage
- Baidu Display Network campaign setup and management
- Creative production — banners and ad copy in Simplified Chinese
- Audience targeting by demographics, interests and behaviour
- Geographic targeting by city, province or region
- Retargeting campaigns for website and landing page visitors
- Performance reporting with translated metrics and recommendations
Ready to Advertise in China?
Tell us about your brand and target audience in China. We'll recommend the right mix of search and display advertising to meet your goals.
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