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China Online Ad Market to Double by 2013

Strong double-digit growth ahead for online and total media spending in China

November 10, 2010

China’s economy is vibrant and its consumer market is the second-largest in the world, making economists, marketers and brand managers all bullish about the country’s future.

eMarketer estimates that online advertising spending in China will reach $3.7 billion this year, up 37% over 2009. Strong double-digit growth rates will continue through 2014, when ad spending in the country will hit $9.5 billion, more than double what will be spent this year.

“Online advertising spending will outpace all other media, as local and global brands target an internet user population larger than the entire population of the US,” said Mike Froggatt, eMarketer research analyst and author of the new report “China Ad Spending Overview.” “Online is dominated by display and rich media, but search advertising is gaining quickly.”

Online Ad Spending in China, 2009-2014 (billions and % change)

eMarketer estimates display spending in China at $1.78 billion this year, compared with $1.44 billion for search and $480 million for all other online ad formats. By 2014, $4.28 billion will go to display and a similar $4.23 billion will be spent on search.

Total media spending will also see double-digit increases, eMarketer forecasts, though not as steep as those online. Ad spending in China is projected to rise from $33.64 billion this year to nearly $60 billion by 2014.

Total Media Ad Spending in China, 2009-2014 (billions and % change)

“After the 2008 Beijing Olympics, the Chinese consumer is hungry for global events such as the 2012 Olympics and 2014 World Cup, which will drive total media spending,” said Froggatt.


The full report, “China Ad Spending Overview,” is available to Total Access clients only and also answers these key questions:

  • How fast is ad spending growing in China?
  • What is the size of the online ad market in China?
  • What are the benefits of China’s online market to marketers?
  • What will boost online spending?
  • What is the revenue breakdown of the search market?

The full report is available to Total Access clients only. Total Access clients, log in and view the report now.


Check out today’s other article, “Online Branded Communities Grow Up.”

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