In terms of growth rate of revenue, Qunar, iQiyi and Tencent had good performance in Q1 2015. About CeciliaCecilia is a writer at CIW, graduated from Nanjing Normal University, majored in English. In 2012, ecommerce enterprises which joined platforms (including Taobao, Tmall and others) online advertising occupied 77% market share, and it was expected to keep growing in the next four years. In 2014, total transaction value of China online advertising market exceeded RMB154 billion (US$24.95 billion) with an increase of 40% from the same period of last year. In 2014, video ads and search engine ads had rapid and stable growth in market share in China online advertising market. Assisted by large social group, Tencent’s promotional platform-Guangdiantong realised rapid improvement in ads revenue in 2014. If we analyze the figures of the online advertising market in China we see that for the Q1 of 2013, the revenues are close to 20 billion yuans that is to say 3,4 billion dollars, so it’s really positive and it’s a proof of the good health of this market. The main reason of the decreased of unique visitors is because of the different holidays and festivals that happened in China during the month of February.
At first, concerning this Q1 of 2013 of the online advertising industry, we can see that it was the first time that the growth year over year is below 40% in the past three first quarters. The first one is that the online media advertising has a good marketing value and a better monetization, that’s why it’s overall growth potential is lower. In a second step, it is interesting to see the relation between portals and display advertising.
Finally, if you look closely to big player such as Baidu for example, we will see that they need to find new ways to find growth.
Apart from the general figures, it is also good to look what are the main trends concerning the different sectors of advertising.
The vertical search advertising is second with 23,5% followed by the brand graphics advertising which decreased.
The other categories are rich media advertising, classified advertising, fixed text link advertising, email advertising and other advertising.
If you look now at the different actors, you will see that Baidu and Taobao are far away at the top with respectively 5,963 million and 5071 million yuans. Marketing ChinaMarketing China is a website designed to give you a fresh and up to the minute understanding of the Chinese market.
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Enfodesk regarded Baidu kept its leading place in Q1 2014, Baidu’s highly competitive because of its brand effect and technology innovation. Alibaba’s the second largest online advertising market player in China, Alimama and its RTB advertising system became mature.
In Q1 2014, five big portal websites which are Tencent, Sohu, Sina, NetEase and ifeng together accounted for 13.5% market share. China advertising market in Q3 2013 grew steadily due to the slight recover of macroeconomic and the coming of sales season. If you are new here, you might want to subscribe to the RSS feed for updates on this topic.
Supported by sources from WeChat Moments, QQ zone, Tencent Guangdiantong and WeChat advertising established new social advertising  department.
In 2014, search engine ads remained the top, representing 28.5% market share, followed by e-commerce ads and banner ads according to data of iResearch. In 2015, WeChat will further open its advertising platform which will further increase Tencent’s ads revenue. This figure of 19,84 billion yuans for the Q1 of 2013 is better than the one for the Q1 2012 (+ 38,5%) and the Q1 2011 (+115,5%) but less good than the Q4 of 2012 (-10%).
The growth is slow but it is here, indeed after a rapid development we will enter into a slow increasing period. Indeed, for the Q1 of 2013, the revenue growth is 50% year over year and it was 30% for the Q1 2012. For example the first place is occupied for the Q1 of 2013 by search engine advertising with 34,4%. It is followed by Soufun with a good score of 87,3% and Tencent with 77,6% compared with Q1 2012.
Besides product research and development, Baidu also announced verified accounts with Consumers’ Association of China to boost the healthy development of search engine ecosystem. Vertical media was growing fast, video, real estate and auto were the main stream vertical media websites. Baidu remained its leading in China advertising operators, and keyword advertising was still the top advertising choice. Portal websites had broke the traditional business model of selling ads, integrating other resources such as social network, videos, entertainment and life services.
It is expected that by the end of 2013, Asia-Pacific would become the second-largest digital ad market in the world, surpassing Western Europe by nearly $2 billion.

Brand ads dropped the third with 19%, and navigation sites market share decreased by 8% in 2012. But in March, it started again to grow boosted for example with financial websites and online video. The main reasons are that the long-tail clients are the main part of search engine advertisers and festivals don’t affect so much that sector.
In the near future, Tencent will replace Google China to be the third advertising platform in China. Concerning the actors the main ones (Sina, Baidu, Sohu etc.) have seen their Unique Visitors per day rise, which is a good sign for the market. But the analysts said that thanks to different elements (high-quality variety and sports shows and growth of online popular TV series for example) there will be a huge space for growth concerning video advertising. Meanwhile, Qihoo 360’s performance was excellent, surpassed Youku and Tudou and narrowed its gap with Sina.
However, it is a little bit complicated to get access to the Chinese online advertising market since it has a lot of specialties and local media ad networks dominating the market due to the absence of Google and other issues. In order to spend the budget wisely in the Chinese online advertising market, today we would like to give you a guide to the online advertising market in China.Why should international companies invest in the Chinese online advertising market?Due to the booming prosperity of online shopping and increased internet users in China, increasingly large amounts of spending flows into the online advertising, compared with the weakening situation for the traditional media in China. According to the statistics of CNNIC, the population of Chinese internet users in the end of 2012 has reached to 564 millions, including 420 millions mobile serving users.The annual trading volume of E-commerce in China in 2012 is around 6 trillion CNY, including 800 billion CNY online retailing business. According to the estimation of Ministry of Industry and Information Technology in China, the trading volume of E-commerce in 2015would exceed 18 trillion CNY, which indicates the huge potential of online advertising market still need to be explored. The population in Beijing and Shanghai are both around 24 million in 2012, with the internet penetration rate of around 70%. In order to gain sufficient premium inventory to launch display campaigns effectively, it is important for advertisers to choose the right partner.Joinville works closely with large pools of ad partners, ad networks and RTB ad exchanges in China, therefore Joinville can provide advertisers with sufficient both premium and cost effective inventories to target the Chinese audiences within or outside China. In addition, it is also possible to target the foreign groups living in China as well with the technology support of Joinville.Ongoing change of the payment models in the Chinese online advertising marketThe online advertising marketing in China is right now in an ongoing change when it comes to payment models in online advertising. CPT (cost per time) used to be the dominant price model for the online advertising market in China, which is a fixed charge model without considering the actual advertising results into the pricing. Comparatively, CPC and CPM are getting more and more popular and even accounts for more than half of ad revenue in 2012, which are widely used by Google Adsense and Baidu Promotion.

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