Baidu, Sina Expand Online Ad Initiatives

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Includes: BIDU, SINA, SOHU
by: Steven Towns

Internet advertising in China is heating up after Baidu.com said it has started an online video advertising service called Baidu TV, and rival Sina said it will offer bloggers 50% of ad revenue with its new platform from Oct. 1. Sina's blog page view inventory exceeds 200 million a day, putting it in competition with Baidu's "Ad Alliance" advertising platform, says Paul Waide in his latest "This Week in China" report. Sina-registered bloggers can earn the equivalent of $2.66/10,000 page views. Sina's new platform will initially be available to 3,000 of the company's top bloggers, and opened to everyone by year's end. Meanwhile, Waide says Baidu is reportedly preparing to take on Sohu.com's 17173.com, one of the leading online game portals in China. Baidu is expected to have its game channel live within two months. Separately, Baidu TV will allow ads to be placed on 160,000 web sites currently displaying text ads with Baidu, giving advertisers a reach of more than 140 million internet users in China.

Sources: MarketWatch, Wall Street Journal
Commentary: Is Baidu's Biggest Competitor In China?The 'Made in China' Sale is Over: Ways To ProfitGoogle and Sina to Take on Baidu
Stocks/ETFs to watch: BIDU, SINA, SOHU, GOOG, YHOO. ETFs: PGJ
Earnings call transcript: Baidu.com Q2 2007, SINA Q2 2007, Sohu.com Q2 2007

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