How big is China Digital Marketing Spend across screens in comparison with JP, AU, IN or KR? What about Mobile marketing ad spend or social media? Who are the big players?

1. 8 things about China Digital
Marketing Landscape
Chandler Nguyen

2. China Digital Ad Spend is bigger
than JP, AU, IN, KR combined
Source: http://www.emarketer.com/adspendtool
2014 2015 2016 2017 2018
1.78
1.48
1.2
0.97
0.77
3.87
3.49
3.17
2.83
2.51
6.37
5.95
5.51
5.02
4.52
11.3
10.8
10.3
9.7
9.2
29.2
27.3
25.1
22.4
19 CN
JP
AU
KR
IN

3. China Mobile Internet Ad Spend is about size of
mobile ad spend in JP, AU & KR combined in 2015
2014 2015 2016 2017 2018
0.28
0.175
0.103
0.059
0.033
2.83
2.4
2
1.54
0.96
4.1
3.16
2.26
1.46
0.91
3
3.7
3.4
3
2.5
14.49
12.07
8.94
5.66
2.83 CN
JP
AU
KR
IN
Source: Spend in Billion from eMarketer “The Global Media Intelligence Report 2014”

4. There are already more than
500M smartphone users in China
2014 2015 2016 2017 2018
743.4
712.4
677.9
644.1
607.4
709.9
666.5
624.8
574.1
521.7Smartphone
users
Mobile internet
users

5. 78% of internet users in China
are social network users
Source: data in Million, from comScore Media Metrix Jun 2014, techinAsia
Monthly active users for different Chinese Social networks
Qzone
Wechat
Baidu Tieba
Sina Weibo 157
200
438
645

6. About 70M internet users in China
earns US $1k/month in 2015
2014 2015 2016 2017 2018
79.376.273.370.567.8
Source: extrapolate data from eMarketer “The Global Media Intelligence Report 2014”
<$1k <$1k <$1k <$1k <$1k

7. Search Engine Marketing commands a lion
share of Online Ad Spend across screens
2014 2015 2016
1.57
1.32
1.167
2.11
1.568
1.139
6.036
4.8
3.848
14.82
11.436
8.258 Search
Display
Video
Others
Source: Spend in Billion from eMarketer “The Global Media Intelligence Report 2014”

8. Local search engines
dominate China market
2%
12%
25%
60%Baidu
Qihoo
Sogou
Others
Source: http://engine.data.cnzz.com/

9. China eCommerce is forecasted to be
bigger than the US eCommerce in 2015
China US Japan
US$92
US$347
US$370
Source: data in Billion, from eMarketer China Digital Ad Trend