Question · Q3 2025
Yuan Liu inquired about the long-term strategic goals for JOYY's advertising business and its operational plans for 2026.
Answer
Jane Xie, Senior Manager of Investor Relations, outlined the strategy to transform BIGO Ads into a global platform for performance-driven, multi-channel advertising across diverse verticals. Key goals include establishing a multi-channel layout (web, open networks, mobile app developers), diversifying advertiser coverage (casual games, tools, mid-hardcore games, content/social, e-commerce, finance, D2C), and leveraging accumulated data for full-domain user profiling. Geographically, BIGO Ads will maintain a global footprint with a core focus on North America and Europe. For 2026, plans include continued traffic expansion, strong growth in IAA and web-based advertisers, new vertical penetration, improved advertising data infrastructure (including the iOS ecosystem), and geographic market expansion.
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JOYY's earnings beat/miss a week before the call