iResearch just published China Ecommerce Online Marketing Advertising Report 2012-2013, which showed that China Ecommerce online advertising market reached 22.59 billion yuan (USD 3.68 billion) with 88.1% YoY increase in 2012.
In 2012, ecommerce enterprises which joined platforms (including Taobao, Tmall and others) online advertising occupied 77% market share, and it was expected to keep growing in the next four years.
In 2012, independent ecommerce enterprises’ online advertising market (including search engines, portal sites) reached 5.17 billion yuan (USD 843 million).
Online advertising market of ecommerce enterprises which joined platforms (including Taobao, Tmall and others) reached 17.42 billion yuan (USD 2.84 billion) in 2012.
China online advertising market in 2012 reached 75.31 billion yuan (USD 12.28 billion), growing 46.8% more than 2011.
In 2012, China total online shopping transaction reached 1.304 trillion yuan (USD 212.6 billion), with 66.2% YoY increase. It occupied 6.2% share in total retail sales of social consumer goods.
In 2012, search engines remained the top of online advertising market share, with 35%. Content networks rose to the second place with 20%. Brand ads dropped the third with 19%, and navigation sites market share decreased by 8% in 2012.
Ecommerce enterprises online display advertising reached 9.5 billion yuan (USD 1.55 billion), dropping 20.7% compared to 2011.
And the online display advertising time dropped 9% in 2012 to 613,000 days. After the outbreak in 2010, advertising time kept decreasing in 2011 and 2012.
Chine ecommerce enterprises liked to advertise on portal websites, with 51% in 2012. IT sites, news and social websites were all growing fast.