Programmatic Advertising in China: eMarketer's Updated Forecast and Estimates - eMarketer
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Programmatic Advertising in China: eMarketer's Updated Forecast and Estimates

eMarketer Report

By: eMarketer

Published: January 22, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Programmatic ad spending in China totaled $16.69 billion (RMB110.90 billion) in 2017, a 48.6% increase over 2016. Internet giants Baidu, Alibaba and Tencent—the so-called BAT companies—will continue to dominate the programmatic advertising landscape as consumers spend more time on their digital platforms.

  • Since China is a mobile-first market for internet access, digital advertisers have followed consumers by investing in mobile ad formats. In 2017, 79.9% of programmatic outlays were dedicated to mobile advertising. Mobile will drive total programmatic growth throughout the forecast.
  • The BAT companies are such large publishers that they control advertising on their platforms, casting a large shadow in China over competing small and medium-sized publishers. As a result, most advertisers buy ads directly through one of the three BAT companies. In 2017, direct sales accounted for 63.5% of programmatic digital display ad spending, while real-time bidding (RTB) represented 36.5%.
  • China’s share of total display ad spending (60.0%) still lagged the US (78.0%) and the UK (79.0%) in 2017. While advertisers in China have limited options for digital marketing, an ever-growing number of publishers in the US and UK increases competition, which enables more spending.
  • Programmatic digital video accounted for just 24.0% of total digital video ad spending in China last year. Over-the-top (OTT) video publishers like Youku Tudou primarily sell ad slots at a premium cost. These ads are often sold in advance of placement and offer limited programmatic video ad availability.

"Programmatic digital display ad spending in China will reach $29.61 billion (RMB196.73 billion) in 2019, nearly double the amount allocated in 2017, with mobile accounting for 86.9% of outlays."

Table of Contents

Programmatic Ad Spending

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4 charts are included in the full report:

Programmatic Advertising in China: eMarketer’s Updated Forecast and Estimates

Programmatic Digital Display Ad Spending in China, 2015-2019 (billions, % change and % of total digital display ad spending*)

Programmatic Ad Spending

Programmatic Digital Display Ad Spending in China, by Transaction Method, 2015-2019

Mobile Programmatic Ad Spending

Mobile Programmatic Display Ad Spending in China, 2015-2019 (billions, % change and % of total mobile display ad spending)

Programmatic Digital Video Ad Spending

Programmatic Digital Video Ad Spending in China, 2015-2019 (billions, % change and % of total digital video ad spending)