Tencent names mini drama advertisers as a category in its ad automation tools
Tencent's second-quarter results say it upgraded its AIM+ campaign management product with end-to-end capabilities for mini shop and mini drama advertisers. No microdrama revenue figure is disclosed.
What this basis means: Regulatory filing, government body, court or industry association.
Tencent Holdings reported second-quarter 2026 results on 12 August. In its business review the company states: "We upgraded our automated campaign management solution, AIM+, with AI-powered end-to-end execution capabilities for mini shop and mini drama advertisers."
No revenue attributable to short drama is disclosed. Revenues from marketing services were RMB43.6bn for the quarter, up 22% year on year, which the company attributes to its AI-driven ad recommendation model, AIM+ upgrades and closed-loop marketing inside the Weixin ecosystem. That figure is the total marketing services line and is not broken out by advertiser category.
The disclosure is a classification rather than a measurement. It places short-drama companies alongside mini games and mini shops as a named class of advertiser for which China's largest advertising business builds dedicated tooling. Tencent's first-quarter 2026 release had separately said AIM+ powered around 30% of its total marketing services spending and had gained traction among mini game, mini drama and mini shop advertisers.
Companies Tencent
Sources
- Tencent Announces 2026 Second Quarter Results (opens in a new tab) Tencent Holdings