Miaozhen Systems wins Coca-Cola 2012 online video measurement pitch

Lisa Guo, associate marketing director of Miaozhen Systems, said that with this annual contract, Miaozhen will help Coke to measure its online video ads, including effectiveness of reach, frequency, iGRP and target audience in order to optimise the brand's return on investment for online and video ads.

The contract will cover all of Coca-Cola's brands in China, including Coca-Cola, Sprite, Fanta, Ice Dew and Minute Maid.

Guo added that Coca-Cola has launched more campaigns using online videos and wants to know exact results, measure effectiveness, and evaluate video versus online, TV, and other screen-media through scientific, quantitative, and impartial tools. 

Miaozhen, founded in 2006, is one of the leading third-party advertising technology companies, boasting P&G, Microsoft, Yum, L’Oreal, GroupM, ZenithOptimedia and Starcom as its clientele. Last October, Miaozhen Systmes received an investment of US$20 million from KPCB.

According to a news article on Xinhuanet on 18 August 2011, Coca-Cola plans to invest US$4 billion more in China over the next three years starting from 2012.

By the end of 2011, Coca-Cola and its China bottling partners will have invested more than US$3 billion in the country over the last three years, bringing the total investment to $7 billion by the end of 2014.

"China is one of our most important growth markets in the world," said Muhtar Kent, Coca-Cola's chief executive, in a statement. Consumption of Coca-Cola products in China now represents approximately 7 per cent of its global volume.

"The new investment is a part of our long-term commitment to invest in innovation, partnerships and a portfolio that will enable us to grow our business in a sustainable and responsible way," Kent said.

As reported in February, Leo Burnett (LB) Taiwan took over digital creative and media planning and buying for Coca-Cola and Coke Zero in January, without a pitch.