Thomas Crampton

Social Media in China and across Asia

At last, fresh China Internet advertising statistics!

Oct 25, 2007

Category: China, Media Tags:

China’s Internet is extremely difficult to quantify

As I mentioned in a posting on why China’s web stats are so unreliable (government concerns) and another on the impact (heavy reliance on Alexa; banner ads are sold by the hour on major sites).

Nielsen Online noticed

They just sent over their latest statistical update on China. Not much detail, but the best I have seen!

with the size

China’s online advertising market will reach a value near RMB 10 billion this year, Nielsen reckons.

pace of growth

Based on their AdRelevance system, the report analyze on ad value, industry trends, advertisers activity, campaign and release that the ad value of 2007 Q3 reaches RMB 2.6 billion, grown 14.1% compared with 2007 Q2. 2007 accumulated ad value has reached RMB 6.6 billion, estimated full year value will be close to 10 billion or even more.

Picture 45

value of display ad revenue

Display ad value of each quarter this year are RMB 1.7 billion, RMB 2.3 billion and 2.6 billion respectively, The peak appears at September with RMB 1 billion ad value, which is the highest in past nine months.

sectors contributing

Accumulated number of advertiser and campaign are 2661 and 19049 respectively. Automobile, IT/Electronics, FMCG and Finance are top four contributors whose total ad value occupies over 60% of market ad value.

top heaviness of companies advertising

In past nine months, ad value of top50 advertisers share 47% of total market ad value, and 31% of total number of campaign in market. Ad value of big spenders, such as Faw-mazda, ING Group, Eachnet, Lenovo, Samsung, China Mobile, Nissan , are all exceed RMB 100 million.

and prospects for fast growth ahead.

* More integrated/cross-media marketing cases are accepted as effective.
* Holiday and New-year consumption are growing extremely fast.
* 2008 Beijing Olympics

Anyone know of better or fresher stats?

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Discussion

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  1. could you disclose what methodology they are using to come up with these numbers? 10B RMB is a significantly higher estimate for 07 ad spend than anything out there in the market, and given nielsen’s track record of generally producing niushi about usage and ad spend i am very curious as to how they came to this number

    thanks

    Posted by bill | October 25, 2007, 2:01 am

  2. Bill,

    Based on what I found from online about Netratings, please find below:

    1) Description of their AdRelevance system
    2) How they estimate the total adspend.

    Do they answer your question? What are the estimates you have?

    Tom

    Their explanations:

    1) AdRelevance:

    AdRelevance’s crawlers can be best described as an intelligent agent, designed to emulate Internet users’ behavior. Based upon our list of monitored sites, our crawlers utilize pre-defined URLs, read the resultant HTML pages to detect any visible and recognisable ad units and record the creative and occurrence information into our database. The first time a crawler detects a new creative unit, it clicks through to obtain the destination URL, which ultimately assists in defining the associated advertiser. If the crawler encounters the same creative again, it will not click; rather it will record the campaign as still being live and on a new page and/or site.

    The crawlers are active 23 hours each day visiting each of the monitored URLs continuously. The number of reloads per page is determined by the count of banners found in the previous crawling session and is re-calculated daily. In some cases reloads have been limited per publisher’s request.

    AdRelevance’s proprietary crawler technology checks every monitored site’s home page, accessing all active links. Our crawler also continuously checks each site for new URLs and filter out any non-ad supported pages. For search engines and portals, data is recorded from relevant URLs on site levels 2 and 3.

    AdRelevance develop the list of reported sites and URLs based on local market insights, client feedback and using our own audience measurement data. We continuously update our regional coverage to stay in step with each market’s online advertising sector. The number of sites and URLs that we track varies by market and changes as sites are added or deactivated.


    2) AdSpend estimated by:

    Based upon rate cards and market insight, AdRelevance obtained an average cost-per-thousand figure for each country. This market average is applied to all creative reported on by our service.

    Posted by thomascrampton | October 25, 2007, 4:07 am

  3. Good statistics about advertising companies

    Posted by Internet Advertising | April 6, 2011, 8:34 am

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