Tencent's SY Lau on online strategy for 2012 Olympics

According to Lau, Tencent's experience with the 2008 Beijing Olympics showed that such mega-sporting events are not just for sports fans, but instead are an "intrusive social event" that appeal to all viewers.

Lau says that with the time difference between London and China, the internet will be the most influential media for Chinese consumers, adding that he "cannot imagine the Olympics without [Tencent}".

For advertisers, he points out that one of the lessons from 2008 was that Tencent very quickly sold out most of its inventory. However, this year, with the new technologies and new platforms available, the volume of inventory made available will be "much, much larger".