WeChat Tests New Advertising Option

The popular Chinese lifestyle app WeChat has started beta testing a new advertising option. Selected advertisers can now bid to post ads within WeChat's Mini Programs Nearby feature. The Mini Programs Nearby feature suggests Mini Programs to users based on their geographical location, as well as other factors such as age, gender and mobile operating system. Mini Programs are small apps within WeChat that do not need to be downloaded in order for users to use them. If selling ad space within the feature proves to be successful in the beta test, it is expected that it will be rolled out to all advertisers in the future. WeChat is China's most popular social media app, with almost 1 billion users.