Social Networks, Video Sites Most Popular for Digital Marketing in China - eMarketer

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Social Networks, Video Sites Most Popular for Digital Marketing in China

Nearly 70% of marketers and media agency professionals in China would prefer to invest in social networking sites on mobile in 2017

January 16, 2017 | Marketing | Advertising

When it comes to allocating digital ad budgets, marketers in China prefer social networks, video sites and search engines.

Leading Types of Desktop/Laptop vs. Mobile Media in Which Marketers/Media Agency Professionals in China Prefer to Invest, Dec 2016 (% of respondents)

Nearly 70% of marketers and media agency professionals polled in China in December 2016 by AdMaster said they would prefer to invest in social networking sites on mobile this year, the leading result. Fifty-five percent preferred to do the same on desktops and laptops, the second-highest rate for that media type.

"More ad formats and marketing vehicles that are being made available to advertisers are relevant to younger generations," said AdMaster COO Calvin Chan. "This includes more in-feed ads on social media platforms like WeChat, QQ and Sina Weibo."

Video sites saw similar mobile-focused sentiment across formats, too, with 55% of those surveyed saying they would prefer to invest in mobile video sites in 2017, and 60% saying the same for desktop and laptop video sites—a rate higher than any other media on desktop/laptop.

"We're seeing the rise of short video clips," said Chan. "Though China doesn't have a strong player like Snapchat yet, there's an increasing number of apps like Meipai and Miaopai that encourage users to upload and share video clips that range in length from a few seconds to a few minutes."

Meanwhile, search engine marketing looks to be more popular for desktop/laptop than for mobile. Fifty-five percent said they would prefer to invest on desktop and laptop search engine media in 2017, while 42% said the same for mobile.

There were greater differences lower on marketers' priority lists. On mobile, for instance, news sites garnered a 37% response rate, but that medium failed to make it onto the desktop/laptop list. That doesn't mean PC-focused marketing will ignore news sites on desktop, but it does mean that marketers in China find them less worthy of investment.

—Ben Clague

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