TMCnet News
Youku Tudou, Alibaba partner on online video marketing [Emirates News Agency (WAM) (United Arab Emirates)](Emirates News Agency (WAM) (United Arab Emirates) Via Acquire Media NewsEdge) Chinese internet television company Youku Tudou and Alibaba Group have signed a partnership agreement to drive the adoption of big data in marketing in China. Under the terms of the deal, Alibaba Group's online marketing technology platform, Alimama, will use its data and technology to support online video marketing techniques, i.e. View and Buy developed by Youku, and Merchants' Video Channel developed by Tudou. Earlier this year, Alibaba's subsidiary Alimama announced that it would launch online video marketing services in cooperation with major video websites in China to expand the relevance and reach of online video marketing by Taobao Marketplace and Tmall.com merchants to a broader base of customers. The current deal represents an expansion of the existing collaboration by working together with Youku Tudou on data and technology. Youku Tudou Cloud and Alibaba will cooperate to realize the Screen is Channel and the Content is Storefront vision, creating synergies between the domains of media and entertainment, and commerce and payment. Alibaba plans to build the marketing infrastructure with Youku Tudou in the big data era with the aim of creating value for small companies with data. Alimama has also officially launched its open Data Management Platform (Alimama DMP). Through this platform, Alibaba Group works with brands and merchants to enhance understanding of their customer data and to direct targeted marketing to a larger customer base. Youku Tudou and Alimama will also jointly establish a Marketing Innovation Lab in addition to the Big Data cooperation. This lab will power the development of online video marketing techniques and products such as View and Buy and Merchants' Video Channel. The technology allows customers to click on merchandise that appears in the video they are viewing and make a purchase without interrupting the playback. The Merchants' Video Channel allows merchants to market their products and services by themselves where they can create fun videos to promote their products, get consumers' attention and trigger purchasing actions. The two marketing techniques/products are a result of the collaboration between Youku Tudou and Alibaba Group. Youku Tudou leverages video viewing behavior data to help merchants identify and advertise during the right timing and context in videos and to find and recommend relevant products to specific consumers. (c) 2014 Emirates News Agency (WAM) Provided by SyndiGate Media Inc. (Syndigate.info). |