According to a study published by e-marketer in November 2010, "growth" is the word that could sum up the market for online advertising in China.
With a population totalling more than one billion people, the growth potential of the market for e- advertising is strong. Especially if we take into consideration the fact that Internet users in China are younger and more affluent than the average population. The increase in access connection should help to triple the online advertising spending by 2014.
Today, advertising spending in China amounted to 33.67 billion U.S. dollars, representing an increase of 14.6% compared to 2010. In 2011, advertising expenditures were up for all media. In summary, online ad spending should have recorded the highest growth rate of 38.5%. This growth has increased in 2012 with the popularity of world events such as the Olympic Summer Games in London. This phenomenon has been already observed in the Beijing Olympics in 2008.
Internet account for 7.9 % of China's advertising spending in 2010. Thus, the Web is in fourth place after the television, print and outdoor display but would be placed in front of the radio.
A STRONG POTENTIAL FOR INTERNET
China's population is more than 1.3 billion people use the Internet with 518 million and only 117 million households have access to broadband by 2010. This potential is even more important that Chinese Internet users are younger and more affluent than average the rest of the population. The same number of Internet users has more than doubled in 2012.
According to media consumers, advertisers are expected to invest $ 9.5 billion in 2014 against 3.7 billion in 2010. By 2014, online ad spending should more than triple and maintain double -digit growth.
A MARKET GOVERNED BY THE DISPLAY
In 2010, the Display is the most attractive online advertising investment with 1.78 billion against 1.44 billion for the Search format. This gap is expected to narrow gradually in 2014 without the trend reversed.