This interview series sheds light on the current Chinese-language advertising landscape (especially in media). We have connected with Chinese media companies in Vancouver and the lower mainland to share answers directly from the source. These are partners of Periphery Digital, and their insights will clarify the landscape, as it stands today, in a rapid-fire style.
We work together with these companies to create successful campaigns for our clients.
Phoenix Canada Media
Phoenix Canada Media is a media company based in Hong Kong. They own a TV Station & Website, and the Vancouver division is a distributor. Currently available for purchase from Phoenix are WeChat and television placements. They have been in this business for over three years.
About Our Guest
Joining us for an interview today is Ju Huo, from Phoenix Canada Media. She is the GM of the company’s Canadian operations, and she’s taken a little time to share details with us.
Q: What kind of advertisements are working best right now?
A: WeChat social media.
Q: And why is that?
A: I refer to the general environment, mainly aimed at overseas Chinese. I think that the WeChat public account platform has gone downhill because of its low biology and proliferation. But, because of reading habits, WeChat has become a part of life and is irreplaceable.
Q: Companies are afraid that advertising right now is a risk. What are your thoughts on this in your experience?
A: Winston Churchill said: never waste a crisis! It’s true. It’s a challenging time, but also an opportunity.
Q: Have you noticed many companies taking bad comments for advertising as they have been through COVID-19?
A: Depends on the kinds of ads they did. I think BC Hydro had excellent ads and won a better reputation from ads they did during COVID-19.
Q: What precisely was criticized (if anything)?
A: If health officials ask everyone to keep social distance, but ads encourage people to get together, no doubt they will get criticized.
Q: What are the best opportunities for advertising right now? Which industries should especially consider advertising right now?
A: Anything that can deliver positive, optimistic, helpful attitudes. Brand promotions for developers, charities. It’s a good time for these!
Q: With everything going on, is this a good time for Western companies to explore Chinese-language media? What would you recommend to them if they are considering it?
A: I do think it is the time! Because the epidemic is creating a sense of insecurity and causing some discrimination. Good marketing and advertising will warm up people’s feelings and build trust.
Thanks again to Ju from Phoenix Canada Media for participating. If you have any additional questions, do not hesitate to contact us directly.