Most international advertisers on Baidu focus on search ads — bidding on keywords, optimizing CPC, and tracking conversion rates. But Baidu has been quietly building something else: an AI-native brand advertising product called Brand Baikan (品牌百看).
📱 What Is Brand Baikan?
Brand Baikan is an immersive, full-page brand experience that replaces traditional banner or text-based brand ads.
| Zone | Function |
|---|---|
| High-Efficiency Zone | Authoritative brand content — official info, specs, product details |
| Extended Discovery Zone | KOL reviews, testimonials, AI agent conversations |
🎯 Three Core Principles
- Native integration: The ad occupies the full search results page, matching Baidu's organic visual language
- Personalization at scale: AI adapts content per user — someone searching "electric SUV range" sees different content than "SUV safety features"
- Interactive engagement: Users talk directly with the brand's AI agent — ask specs, compare models, request test drives
⚙️ How It Works
Connect a brand agent → Provide brand assets → Select a format → Launch. No additional creative team needed — the agent generates all content from existing assets.
🏎️ First Case: Dongfeng Honda
The campaign delivered official model info, KOL reviews, owner testimonials, and AI agent conversations — all in a single immersive page. Full funnel: awareness → engagement → conversion.
🎯 Brand Baikan Fit Assessment
- Good fit: B2C brands in automotive, luxury, electronics, beauty, travel with Chinese-language content
- Partial fit: B2B brands with detailed product catalogs
- Wait: Brands with minimal Chinese-language content
Explore Brand Baikan for Your Brand
Contact the BPP team. We help international brands deploy their full Baidu advertising stack — including brand agents, Brand Zones, and Brand Baikan campaigns.
Contact BPP →