More Internet users than any other country, still low spending.
According to MAGNA, ZenithOptimedia and Bernstein Research, Internet ad spending in China will reach $1.7 billion in 2009.
In 2012, ad revenues are expected to generate $3.5 billion, a 24% compound annual growth rate from 2007.
China’s online ad market pales in comparison to more developed countries, however. In the US, eMarketer estimates that $25.7 billion will be spent online in 2009, and $37 billion in 2012.
Digital ad spending in China is almost evenly split between search and traditional display and rich media ads, with other channels such as video, classifieds and e-mail making up a steady 6%. By 2012, however, search will overtake display and rich media.
The Bernstein projections closely resemble eMarketer’s in the short term. (eMarketer predicted that online spending reached $1.4 billion in 2008 and will hit $1.95 billion in 2009.) But the similarities end after that, as the firm expects online ads in China to generate nearly $5 billion in revenues in 2012.