Digital video ad spending in China will tilt toward mobile this year
Digital video advertising is a fast-growing format in China, where double-digit gains are the norm for the format.
Analysys International estimated that digital video ad spending reached RMB24.31 billion ($3.90 billion) in China last year, representing 43.0% growth year over year. Growth will be even faster this year, the firm projects, with digital video ad spending reaching RMB36.50 billion ($5.86).
Mobile already accounts for a significant share of the total, according to Analysys. Last year, advertisers in China spent RMB11.47 billion ($1.84 billion) on mobile placement—equivalent to about 47% of all digital video ad spending in 2015.
This year, mobile video ad spending will continue growing more quickly than digital video ad spending overall, reaching RMB18.90 billion ($3.03 billion)—or nearly 52% of the total.
eMarketer estimates that digital video ad spending in China reached $3.88 billion in 2015, a rise of 50.5% over 2014 spending levels and closely in line with the spending estimated by Analysys. eMarketer does not break out the portion of that spending going toward mobile.
Based on our estimates, digital video advertising accounted for 24.0% of all digital display ad spending in China, and this year its share will rise to 24.0%.