With its intelligent content marketing solutions, huge user base and advanced technologies, UC Ads leverages its strong mobile user's insights to deliver accurate and precise content. In an interaction with Pitch, Morden Chen, General Manager of UC Ads, Alibaba Digital Media and Entertainment Group emphasized on how the world has shifted from long  video format to short video format. How is UC Ads establishing a smart integrated content marketing strategy providing a one-stop marketing solution? UC has established a content ecosystem, including content creators, user base, data analytics, and brand partnerships. We are dedicated to improving the content ecosystem, so as to empower individual content creators and the content consumption environment. The effort is to match content to the right audience, and brand demands with content creators. With this ecosystem, we’re able to understand brand marketers’ demand, brief it to influencers, drive popular content and distribute the content to the right audience, all processes done by UC. There are more than hundreds of thousands of content creators registered on UC Influencers Network, most of which are thought leaders or celebrities from more than 10 verticals such as fashion, sports, tech, horoscope, and so on. These influencers are sensitive to trending topics online and the preference of their readers’ so that they’re always able to create content with buzzing value. With these resources, we partner with brand marketers, facilitating influencers to create content for brands according to branding needs, and make sure the content fits the up-to-date topics and appetite. UC Media Lab – the trending index developed by UC helps content creators and marketers to stay on track with trends and make sure their content will be most widely liked by users. Having a profound user base in India, we understand users’ interests by analyzing behavior patterns and data. This is important so that the branded content generated from influencers can be delivered to the right audience via interests targeting, to be exposed to the users who are interested in the topic. The content is  directly distributed on UC Ads platform. UC Ads provides one-stop content marketing solutions from creating content, to intelligent distribution, which create and maximize real social buzz with celebrities’ halo. What according to you will be the future of content marketing in the coming years? The positive side is that we’ll see various amazing platforms and mediums through which marketers can do content marketing. There will emerge as innovative formats, above the existing ones, and those will be engaging and fun. Short form video is becoming hot and remain so in the near future! As video naturally convey more information in a vivid way than image or text, a shift from text and image to video consumption will just naturally happen when devices and internet is ready. At global scale, we can see the rising popularity of people using short form video to show their life and talent. Marketers should have keen eyes to identity the style which customers are hooked to. Similarly, users’ original video content, media and brands using short video to convey branding message is becoming popular. Content Marketing will be inspired and evaluated by data-driven metrics. As marketers are now able to access to more data, we are able to dive deeper into customer behavior and understand what is more valuable to brands. It’s time to consider the content marketing effectiveness regarding brand recall, actual conversion or other data-driven metrics, instead of just exposure. One of the key points of content marketing is to create content specifically for certain mediums, since the behavior and users’ interests on each media differ. The challenge is that it takes more effort to create such content at large scale. Technology in the form of AI and deep machine learning brings hope. At UC Ads what does it take to strengthen brand credibility? UC, as a medium, is widely used and taken by users since we amplify brand value. Brand itself will always be the owner since it creates brand value and credibility, and mediums serve as an amplifier who strengthen and maximize that. Brands should look to unlock the influencer and celebrity effect. Customers tend to believe in what celebrities say and recommend.It is one of the effective ways of creating brand credibility which applies to influencer marketing. In terms of content marketing how different is the Indian market from the rest of the world? Internet environment has evolved from 1.0 to 2.0 to mobile first internet in most of the markets, with the domain internet entrance shifting from web portal, to blog and then to individual media. Having been through these stages, content creators have been educated and trained. Nowadays, they know exactly how content functions in all kinds of platforms including text, images or videos. Most of the markets follow the footsteps of big medium players such as Facebook, Instagram, YouTube who have tapped in to these markets at an early era with a currently huge enough user base.These big mediums have been trying every new format and have created prosperity with various platforms. Content creators and marketers tend to operate within the formats and rules set by these big mediums. Yet, content marketing is comparatively new in the Indian market. Regarding platforms, Content marketing is only prosperous on YouTube, and not as buzzing on other platforms as it seems in other markets. Let’s look at another mature market for content marketing. Thanks to the domestic competition, China’s internet environment keeps evolving at a rapid speed.When the first few individual media successfully monetized themselves through original content, many individual media followed suit. It was a breakthrough in the content ecosystem, during which there was a roar of content creators, content marketing awareness, and third party supporting platforms. The similar breakthrough has not yet happened in the Indian market, so that content marketing is not yet a significant plunge for either individual media or for brand marketers, even though it’s much talked about. However, the internet environment is ready for it. There is a possibility that it might skip the text and image stage and jump to the video-domain content marketing stage, especially when overseas video investment starts to penetrate the Indian user base.