Advertising agency looks to Internet media

Charm Communication Inc, a leading advertising agency, concluded a strategic cooperation agreement with Baidu Inc, the biggest search engine in China, in Beijing on Friday.

In order to achieve greater progress, Charm, which listed on the Nasdaq in 2010, has to make use of the rapid development of Internet media, Dang He, president and CEO of Charm, said on Friday.

Through this cooperation, we will offer more integrated advertising services with particular focus on television and Internet, said Vice-President Zhu Honggang from Charm.

Baidu covers 95 percent of China's Internet users and owns one-third of the Internet advertising share.

"Targeting advertising is always a big problem for enterprises," said Dang. "It is crucial for them to find their target customers precisely, and understand their behavior and characteristics."

Charm has been the top agency every year, since 2003, for China Central Television.