Digital advertising spend is increasing in China; it is estimated to reach 33% of the world’s total Ad spend by 2017. China currently accounts for 11.25% of the worldwide digital Ad spend, and nearly 40% of the digital Ad spend in the Asia-Pacific region. Check our latest infographic – “Digital Ad Spending in China – Statistics and Trends” to know more about the online advertising market in China.
Infographic by- GO-Globe
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Digital Ad Spend In China (% Of Total Chinese Ad Spend)
Year | % |
2013 | 29.38 |
2014 | 30.95 |
2015 | 32.06 |
2016 | 32.67 |
2017 | 33.0 |
Estimated Digital Ad Spend in China (2013-2017) in Billions
2013 | 2014 | 2015 | 2016 | 2017 | |
Worldwide digital Ad spend | 117.60 bn | 132.62 bn | 146.38 bn | 160.02 bn | 173.12 bn |
China | 13.23 bn | 15.08 bn | 16.89 bn | 18.58 bn | 20.25 bn |
%age of worldwide Ad spend | 11.25% | 11.37% | 11.53% | 11.61% | 11.70% |
Estimated Digital Ad Spend in The Asia-Pacific
In 2013, China will account for nearly 4 in every 10 digital Ad dollars spent in the Asia-Pacific region.
Country | Ad Spend (in Billions USD) |
China | 13.23 |
Japan | 8.83 |
Australia | 3.54 |
South Korea | 2.02 |
India | 0.65 |
Indonesia | 0.24 |
Display Advertising Market Share: US Vs. China
Advertising Type | U.S. | China |
Banner ads | 23.3 | 30.2 |
Keyword search ads | 47.1 | 28.5 |
Video ads | 7.9 | 5.7 |
Rich media ads | 4.9 | 4.6 |
Classified ads | 7.0 | 2.0 |
E-mail ads | 0.6 | 0.3 |
Other ads | 9.4 | 4.8 |
Estimated Online Advertising Market Share (2013-2016)
| Search Engine ads | Display ads | Other ads |
2013 | 55.0 % | 36.1 % | 9.0 % |
2014 | 56.5 % | 35.0 % | 8.5 % |
2015 | 56.7 % | 35.3 % | 8.1 % |
2016 | 57.7 % | 34.6 % | 7.7 % |
Top 10 Online Publishers in China by Advertising Revenue in 2012
In 2012, the top 2 publishers, Baidu and Taobao, made up 52.4% of China’s online advertising revenue.
Publisher | Revenues ( In Billions Yuan) |
Baidu | 22.25 |
Taobao | 17.22 |
Google China | 4.43 |
Tencent | 3.38 |
Sohu | 2.58 |
Sina | 2.57 |
Youku Tudou | 2.04 |
Soufun | 2.01 |
Qihoo 360 | 1.38 |
CBSi | 1.05 |
Top 10 Advertisers by Online Display Advertising Spend in 2012 (RMB, Millions)
Advertiser | Spend ( Millions Yuan) |
Ping An | 472.33 |
FAW-Volkswagen | 405.54 |
P&G | 378.67 |
Shanghai GM | 362.67 |
Taobao | 307.24 |
China Mobile | 298.28 |
Changan Ford | 283.12 |
Unilever | 258.01 |
FAW Car | 246.31 |
L’Oreal | 234.27 |
Top Sectors by Online Display Advertising Spending in 2012 (RMB, Millions)
Sector | Spend (Millions Yuan) |
Transportation | 5,406.16 |
Online services | 3,411.79 |
Real estate | 2,967.31 |
Food & drink | 2,083.46 |
Financial service | 1,736.38 |
IT products | 1,576.18 |
Cosmetics & toiletries | 1,535.18 |
Communication services | 1,021.39 |
Entertainment | 929.72 |
Clothing | 871.94 |
Medical services | 863.57 |
Retailing and service | 749.14 |
Education | 747.00 |
Consumer Electronics | 704.97 |
Others | 1050.17 |
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