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2009 China over 20 billion online advertising market share of the three doors down

November 29, 2010

Information on January 4 iResearch report released from China's resumption of economic growth in 2009 compared to the Chinese online advertising market growth of 21.2% in 2008, reaching 20.61 billion yuan; in 2010, Expo, World Cup stimulation of large-scale events, online advertising revenue is expected to reach 30 billion yuan total.
It is noteworthy that, as search engines, video, community, and the outbreak of new online media, advertising share of the decline of traditional portals, online advertising in the market place shuffle.
Search engine, video sites with greater strength

While in 2009, four major portals has increased in online advertising revenue, but by the rise of other emerging challenges of online media, online advertising-based brand's market share has four doors down. Report data, except Tencent market share remained unchanged, and the remaining three portals online advertising revenue market share showed a decline trend in varying degrees, including Sina, 2008 compared to a decline of 3 percentage points, up 7.5% market share dropped to Sohu 5.9% 1.5% Netease.

IResearch Consulting Ren Wei, four door After the 2008 Olympics after growing strong push by the crisis affecting Chengduxiangdui deeper, some areas rebound Suduburu video and other vertical media Yi Ji Xin Media obvious; the same time, in 2009 search engines advertising market for its high cost and accuracy advantage gained 38.2% year on year growth rate, video and social networking sites and other new media as new entrants, the purchase price is relatively low, its overall market in a limited budget, the advantage in the growth rate significantly faster than the integrated portal.

Data show that in 2009 the Chinese search engine advertising market 6.95 billion, up by 38.2% growth rate to maintain the rapid growth of the overall online advertising market, China's growth in one of the motives. Baidu and Google in which a rapid increase in market share, which Baidu a market share of 21.3%, compared to 2008 increased by 2.5 percentage points, the core of the media market share ranks first; the same time, Google market share of 11.1%, is expected to exceed Sina the core media market share to become the second media.

In addition, the value of the Internet media have been gradually recognized advertisers, video sites, social networking sites and other new media, highlighting the value and the rapid growth of the vertical media advertising in 2009 to become the main force of China online advertising market growth.

It is worth noting in particular, experience intense competition and the first two years the rapid development of video site in terms of user experience or in the profit model exploration, have broken through the early levels just to stay competitive in the capital, especially 2009, Advertisers have the water tested video web media, to a certain extent, confirms the value of its media. Ereli information is expected in 2010, video sites and other new media will be strong growth in overall online advertising market, one of pulling power.
Large-scale activities to build strong media
However, Ereli also noted that since 2010, is a "big event", with the portal's strengths in this area will make it again in 2010 will be "rejuvenated."

Historical experience shows that online advertising in the stimulation of big events, there is often a very significant growth. 2010 World Expo, the Asian Games, Winter Olympics, World Cup and a series of major social, sports events, will enable portals, video sites, community cohesion website popularity surge, and this could bring the whole online advertising market accelerating growth, more than 30 billion yuan.

In this context, with the brand advantages, such as an integrated portal, and the authorized strength of the media, will be particularly outstanding performance. Among them, Tencent as the only network of Shanghai World Expo sponsors, Netease, as the sole sponsor of Guangzhou Asian Games, their advertising revenue is expected to derive significant growth.

Filed under: Armored Iron Horse (Financial set)

Tags: advertising, China, Ereli, Finance, Internet advertising, Internet video sites