China digital advertising market kept increasing fast in 2013. The multi-screen media environment was much more common in Chinese netizen’s life, and the cross-screen integration became the focus point for advertisers.
According to iResearch online advertiser monitoring tools iAdTracker, following are trend and analysis of some specific video, weibo and news media (as “the three media” below) advertising spending on PC and mobile APP. This will help you understand the industry pattern and trend about multi-screen investment.
Data showed that from January to November in 2013, the brand online advertising revenue of the three media on PC client reached 13.74 billion Yuan (USD 2.23 billion). The revenue rose 50.9% from January to November. The advertising spending on mobile APP was relatively limited compared to the spending on PC, but its growth rate was much higher than PC’s. The average QoQ growth rate of spending on APP reached 25.1%; the growth was 72.8% in July with the help of some leading brands.
According to the industry statistics by iAdTracker, toiletry advertising (estimation) spending took up 62.6% of the three media APP advertising market, followed by food & beverage. Traditional popular industries on PC client such as transportation, internet service and financial service had small market shares, representing a significant difference between two screen markets. The top 3 advertising industry on PC are: transportation with 19.8%, food & beverage with 16.6% and internet service with 15.0%
For advertisers on mobile APP, about half of the top 10 were in the toiletry industry. Marubi ranked the first, showing a mature strategy on mobile. High-end skin care brands like Chanel, Estee Lauder also performed well.
Mobile internet brought new marketing points for consumption goods market. As daily chemicals retail market has a demand for consumer communication and in-time product information, this market seems to walk ahead. The mobile APPs of the three media (video, weibo and news) has very social and sticky users, which matches the potential consumer characters of this industry. APP advertising uses fragmentary time to push eye-catching and caring discount information or brand story, or even other services. This may be a bright spot in interactive advertising market.