Baidu Trials New Advertising Service

China Securities Journal, 11/28/07

Baidu (Nasdaq: BIDU) revealed yesterday that it is currently trialing a new advertising service called "Branded Areas". The purpose is to help users searching for brands to receive more relevant information. This indicates that Baidu, which has previously focused on SMEs for its advertising revenue, has now begun to provide services aimed at big brand clients.

Companies already signed up to the service include the China Construction Bank and electrical appliance retailer Gome (0493.HK). Now for example, typing Gome's name into the Baidu search bar will return results that include things such as Gome-related news reports, special offers and product information.

A spokesperson for Gome said that since signing up for the "Branded Area" on November 18, it has seen a five-fold increase in click-throughs for its website.

Keywords: Baidu BIDU Gome 0493.HK China Construction Bank online search online advertising Internet SME branded advertiser

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