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Weibo launches new ad system

Sina’s microblogging site Weibo has launched an updated version of self-service advertising system for verified corporate users to better leverage its user base and target audience.

Wang Yajuan, vice president for marketing at Weibo, said the site would rely less on display ads, such as banners on webpages or smartphone applications, but instead would encourage more forms of interactive ads in the future.

“Our aim is to allow advertisers to retain loyal customers through interactive forms of ads and help them to directly drive sales, not just selling advertising space,” she said in an interview in Shanghai yesterday.

Automobiles, financial services and consumer products are among the top industry sectors among Weibo’s advertisers, Wang added.

Advertisers who use the self-service system are required to pay a minimum of 5,000 yuan of budget to promote their products or services.

Currently, Weibo has more than 320,000 small and medium-sized advertisers and the new ad system would allow them to optimize their promotion feeds shown in Weibo users’ timeline.

By the end of last year, more than 80 percent of Weibo’s advertising revenue came from mobile devices.

As of the first quarter, more than 35 million users have linked their Weibo account with Alipay’s payment service.


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