中国广告行业China Advertising Industry Report, 2009-2010

Chinese traditional media witnessed steady progression in 2009, while online advertising outshined the others, characterizing high degree of brand penetration, high accuracy, huge target audience, etc., and being increasingly welcomed by advertisers.

China Advertising Industry Report, 2009-ChinaAd

ertisingInd

str

Report2009

2010

Chinese traditional media witnessed steady progression in 2009hil2009, while online advertising outshined the others, lidtiithidththcharacterizing high degree of brand penetration, high accuracy, huge target audience, etc., and being increasingly welcomed by advertisers.

Chinese traditional media witnessed steady progression in 2009, while online advertising outshined the others, characterizing high degree of brand penetration, high accuracy, huge target audience, etc., and being increasingly welcomed by advertisers.

Major Segmented Market Scale & Shares of China Advertising Industry, 2009

(Unit: RMB billions, %)

Source:ResearchInChinaSource: ResearchInChina

The market size of Chinese online advertising in 2009 hit RMB20.7 billion. Among the various major network media, the online advertising revenue of Baidu ranked the first, reaching as high as RMB4.45 billion, and followed closely by Google, Sina, and Taobao which took the 2nd to 4th places, respectively. Search engines and portal websites still dominated the segmented markets of online advertising. E-business media with the representative of Taobao and video media represented by Youku and Tudou began highlighting their values, and China online advertising marketstartedtotakeonpluralisticdevelopmentmarket started to take on pluralistic development.

Chinese traditional media witnessed steady progression in 2009, while online advertising outshined the others, characterizing high degree of brand penetration, high accuracy, huge target audience, etc., and being increasingly welcomed by advertisers.

In 2009, Chinese market of radio advertising was sized by RMB13.3 billion, of which, the revenue of radio stations was RMB7.583 billion, up 4.51% compared with 2008; the market size of TV advertising turned out to be

RMB114.74 billion or so, wherein, the revenue of TV station was RMB65.403 billion, an increase of 7.36% against 2008.

ItisestimatedthatthetotalrevenueofTVadvertisingwillseeaslightdeclinein2010owingtothe2008. It is estimated that the total revenue of TV advertising will see a slight decline in 2010 owing to the implementation of the Measures for Management on Radio and Television Broadcasting (No.61 Decree). The advertising resources of powerful TV media are even scarcer; accordingly, there will be more opportunities for product placement and soft-sell advertising.

In 2009, the market size of China print media was approximately RMB91 billion, of which, the market of newspaper advertising reached about RMB71.89 billion and that of magazine advertising RMB19.11 billion or soThedevelopmentofnewspapermediaisdecliningwhilethatofmagazineisrisingTheaccessthresholdofso. The development of newspaper media is declining while that of magazine is rising. The access threshold of newspaper is quite high, competitions mainly exist in big newspapers, the profit model tends to be persified, and the profit margin is relatively narrow. On the contrary, the access threshold of magazine is comparably low, magazines of various categories have their own readers, with the profit primarily from advertising and with relatively higher profitability.

In 2009, the market size of China outdoor media approximated RMB41 billion. The development of large-scale outdoorbillboardswasrestrictedbypoliciesTherapidlygrowingLCDTVadvertisinginbusesandsubwaysoutdoor billboards was restricted by policies. The rapidly growing LCD TV advertising in buses and subways replaced the LCD TV media in commercial buildings, enjoying the top advertising share of outdoor electronic screen media. Along with the development of urban transportation, media in public vehicles is more likely to become the mainstream.

Chinese traditional media witnessed steady progression in 2009, while online advertising outshined the others, characterizing high degree of brand penetration, high accuracy, huge target audience, etc., and being increasingly welcomed by advertisers.

With the rapid progress of 3G, the operators give top priority to develop various mobile applications including cell phone media. In early 2010, the Internet user group of China Mobile reached 233 million, creating lucrative

market space for wireless advertising.

This report casts light on the current development and development prospect in 2010 and key media corporations of online advertising, print advertising, TV & radio advertising, outdoor advertising, and wireless advertising.

Chinese traditional media witnessed steady progression in 2009, while online advertising outshined the others, characterizing high degree of brand penetration, high accuracy, huge target audience, etc., and being increasingly welcomed by advertisers.

Tableof

ContentsTable of Contents

1 Development Environment of China AdvertisingIndustryAdvertising Industry 1.1 Economic Development 1.2 Policies & Regulations

2 Review of the Advertising Industry in 20092.1 Advertising Market Overview211OverallMarketSize2.1.1 Overall Market Size

2.1.2 Change in Advertising Media Structure2.2 Current Development of Advertising Industry 2.2.1 Advertising Investment of Various Industries, 2.2.1AdvertisingInvestmentofVariousIndustries,2009

2.2.2 Problems

4 Analysis of Search Engine Advertising Market in 20094.1StatusQuo4.1 Status Quo4.2 Baidu 4.3 Google

3.5 China’s Brand Advertisers in 20093.6 Advantages and Characteristics

3.7 Ranking of China’s Major Media by Revenue 3. …… 此处隐藏：10801字，全部文档内容请下载后查看。喜欢就下载吧 ……