In Q3 2014, newspaper ads accounted for nearly 70% of total ads in China tourism industry according to research of Meihua. info. The online ads’ market share increased to 16.2%, following newspaper ads in China tourism industry. Compared with the same period from 2013, newspaper ads placement had sharp decrease in Q3 2014.
Since 2011, ads placement in tourism industry had stable growth in China. Online ads placement realized rapid growth since Q3 2012 and it increased by 70.1% year on year in Q3 2014.
Influenced by overall economy status in China, the growth of China online advertising market slowed in Q3 according to data from iResearch. In Q3 2014, total transaction value of China online advertising market was RMB42.22 billion ($6.87 billion).
In Q3 2014, newspaper ads placement accounted for 65.7% of total ads in China tourism industry, followed by online ads (19.7%), outdoor ads (11.4%) and magazine ads (3.2%).
In China tourism industry, online ads for branding accounted for 55.2% and the placement had an increase of 128.9% QoQ. While the market share of online ads for event promoting decreased from 45.8% to 34.2% Q0Q.
The most popular online ads for advertisers in China tourism industry was the horizontal banner ad, which represented 27.2% of total online ads in China tourism industry in Q3 2014, followed by pre-rool ads and square large-sized ads.
The total online ads placement of top 10 brands in China tourism industry accounted for 58.9% in Q3 2014. Caissa and InterContinental Group had increase of 4741.2% and 525.5% respectively year on year.
In Q3 2014, China online tourism ads placement on travel websites had a decrease of 34.4% from the same period of last year. The online ads placement rapid increase on Weibo and client-side added limited strength in China online advertising market in Q3.
The travel agencies for inbound and outbound tourism remained the top spenders in Q3 2014 in China.
In Q3 2014, magazine ads in hotel resort ranked top by ads placement and total spend, followed by airlines and travel agencies for outbound tourism.
In Q3 2014, the most popular magazine advertising media for advertisers in China tourism industry was English & free magazine, representing 27.1%, followed by sports magazine (24.2%) and fashion & clothing website.
Platform ads was much popular in outdoor ads for advertisers in China tourism industry in Q3 2014. Meihua. info believed that platforms are the place where many people would stay for a while and they can attract young people like students and tourists.
The placement of outdoor ads was 3,190 in Q3 2014 in China with an increase of 62.4% year on year. Outdoor ads in China involved 20 cities, 37 media and 285 brands(products) in Q3.
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