24/7 Real Media taps Baidu search platform

Beijing - 24/7 Real Media, a subsidiary of WPP, has fully incorporated Chinese search engine Baidu.com's application programming interface in its Decide DNA search marketing platform.

The integration will enable the agency's advertisers to manage online marketing campaigns that would reach out to 62% of China's 162 million users.

"This will be very beneficial for advertisers with global search campaigns, especially those with a desire to reach China's rapidly growing online population," Robbie Hills, managing director for 24/7 Real Media said.

Jimmy Lee, online marketing director for eLong, a Chinese online travel service provider and Asia affiliate of Expedia said: "eLong works with 24/7 Real Media in China because of its expert knowledge around SEM across China and the APAC region, and for its market-leading proprietary double-byte-enabled search software, Decide DNA".

Search engine marketing in China reached US$153 million (HK$1,186 million) in the first half of this year, increasing 69 percent quarter on quarter and 29 percent year on year, according to research firm Analysys International.

The China online advertising market is also projected to reach US$1.5 billion (HK$11.6 billion) by the end of 2010.