Chinese Advertising Landscape

[Infographic] Chinese Advertising Landscape

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This infographic was created in support from Sunteng Technologies. Sunteng is a leading Chinese marketing technology company that helps businesses with user acquisition, brand awareness and lead generation through programmatic advertising.

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#The Sunteng Summary

Summary on the Chinese Advertising Landscape

With overall access to Internet increasing, the two most interesting trends to understand are who is going online and how they’re getting there. The people who are using the Internet most are under the age of 30, have higher education than previous generations and are earning an average income. This is the persona of the Chinese netizen and their influence over China’s digital landscape continues to increase.

These netizens are increasingly accessing the Internet though mobile devices. Not only is it more convenient for them, but the majority of Internet users can actually find the experience comparable or even better than desktop. This trend will push more innovations towards the mobile platform in an attempt to capture the ad revenue associated with larger audiences.

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#The Sunteng Summary

As Chinese Internet advertising revenue grows immensely – from 4.5 billion RMB in 2012 to an estimated 326.7 billion RMB in 2018 – all eyes are still on mobile advertising. With 88.9% of Internet users also connected to a smartphone or tablet, mobile advertising continually becomes more attractive. The massive year-over-year growth and an expected tripling of mobile ad revenue by 2018 is a clear indicator of this phenomenon.

Mobile developers and companies with mobile platforms should take note of this trend because more advertising spend will be entering your domain. Make sure to understand the value that can be captured from allowing advertising on your platform or alternatively the opportunity cost of blocking ads.

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#The Sunteng Summary

While the Chinese tech giants are poised for immense advertising revenue growth in the coming years, the rise of programmatic advertising is also crucial to watch. Programmatic advertising is considered by many to be the future of ad buying as it allows for more accurate targeting at scale; the Chinese programmatic landscape, while still in it’s infancy, will likewise grow quickly in China as ROI at scale will be required from this additional ad spend.

This infographic was created in support from Sunteng Technologies. Sunteng is a leading Chinese marketing technology company that helps businesses with user acquisition, brand awareness and lead generation through programmatic advertising.