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Harbin Beer appoints Telemetry for online video advertising

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By The Drum Team, Editorial

January 23, 2012 | 1 min read

China’s third largest brewer, Harbin Beer, has hired London company Telemetry to serve and audit its online video advertising in China.

There has been a 200% year on year growth for online video advertising in China, according to iResearch, which is set to grow further after The State Administration of Radio, Film and Television ban for commercials during television dramas came into effect this month.

Telemetry has said it is the first foreign company to be permitted to serve and audit an online video campaign for a Chinese brand within China.

Anthony Rushton, co-founder and CEO of Telemetry, said: “We have identified inefficiencies of circa 35% in most growth markets and fully expect to detect a similar pattern in China. If the online video ad market is to grow according to expectations, the transparent, independent analysis and verification of campaigns will have to take precedent.”

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