Advertising grows generally in China at high speed. Indeed, the advertising market is expected to grow 10.7% this year to 430 billion yuan (53 billion euros) . Television should represent 51 % of advertising spending; mobile advertising is expected to grow rapidly, given that this year the number of users of smartphones grew by 81%, reaching 230 million users.
But the sector that interests us today is internet advertising, whose investments are expected to grow this year. Internet advertising is expected to take market share in the television industry, especially because of the online presence of most television programs, and because of the partnerships between the TV channels and some video sites.
THE PLACE OF CHINA IN THE WORLD
According to a study by Go- Globe, digital ad spend in China should grow from 30% of total ad spend in 2013 to 33% in 2017. In addition, digital ad spend in China represents 11.25% of worldwide digital ad spend for this year, with 13.23 billion dollars. In 2017 these figures are expected to reach 11.7% of worldwide ad spend, with 20.25 billion dollars.
In Asia, China is the largest spender in digital advertising with 40% of expenditure, followed by Japan, which spend 8.83 billion dollars for 2013 , Australia, South Korea , India and Indonesia.
TYPES OF ADVERTISING
The most widely used digital ads are banners with 30.2% market share , while keywords search ads represent only 28.5% of the total, unlike the United States where these ads represent 47 1% market share.
THE BIGGEST DIGITAL PUBLISHERS
The most common ads are the search engines ads with 55 % in 2013 and 57.7 % expected in 2017. Indeed, in the top 10 online publishers in China, we find Baidu, which is the leader with 22.25 billion yuan revenue, but also Google, Sogou and Qihoo 360.
But after Baidu , the second biggest advertiser is Taobao, the largest C2C e-commerce platform in the country, which belongs to Alibaba, with 17.22 billion Yuan revenue.
Baidu and Taobao together represent 52.4 % of the revenue of online advertising.
THE BIGGEST ADVERTISERS
In the top 10 largest online advertisers in China, we first find PingAn with 472.3 million Yuan spent, which is a Chinese bank and insurance, and Volkswagen with 405.54 million Yuan, but also P & G, Taobao , Unilever, China Mobile, and finally L’Oreal with 234,270,000 Yuan spent.
The biggest spenders sectors for online advertising are transport, online services and real estate.
SEARCH ENGINE ADVERTISING
The key players in China’s search engine advertising are Baidu, Soso, Sogou, Google, Bing and Yahoo! China.After Google decided to pull its search engine out of the Chinese market in early 2010, Baidu became the top choice for search engine advertising in China.
Baidu’s Advertising Platform is completely in Chinese. If you need a English interface for Baidu’s advertising platform, you need to use the tools developed by 3rd party. For example, Glogou Inc. developed the world only English web interface to Baidu’s Advertising platform. www.glogou.com/adbaidu/. (Glogou called its service EnDu, stands for English Baidu)
Beside search engines, top online advertising choices in China will be social network marketing. The top social network websites in China are Weibo.com, Renren.com.