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Respondents from both the Americas (53.8) and Asia-Pacific (53.4) recorded improvements, but both were down, from 56.2 and 57.1, respectively. (June 2012) 1Respondents from the Asia-Pacific (47.3) region also limited spend, perhaps in response to concerns over a slowdown in China. (June 2012) 2eMarketer expects online ad spending in China to reach $7.4 billion in 2012, an increase of 39% over 2011. Online video, which is starting from a smaller base, will grow faster, but it will still be dwarfed by search and display ad spending in the country. (June 2012) 3In May 2012, eMarketer reported on an R3 and Admaster Digital Consulting survey that found that 82% of marketers in China increased their digital marketing budgets in 2011, and another 81% expected to increase digital ad spending in 2012. Further, 23% of marketers surveyed expected digital video to take the largest share of increased spending in 2012. Now, findings show that the marketers surveyed weren’t all talk. (June 2012) 4According to Analysys International, cumulative online video spending in 2011 was RMB4.83 billion ($747.7 million). As the market matures and consolidates, including the merging of the two largest video platforms Youku and Tudou, online video ad revenue will be hard pressed to maintain such considerable growth for the entire year. (June 2012) 5In June 2012, Analysys International, a local research firm in China, reported that online video ad revenues more than tripled from RMB660 million ($102.2 million) in Q1 2011 to RMB2.1 billion ($325 million) in Q1 2012. (June 2012) 6In 2011, China’s ad spend totaled $38.68 billion, including online spending worth $5.3 billion. A lack of experience and understanding on the part of marketers and ad agencies is one reason for the slow advancement of mobile marketing, experts told eMarketer. (June 2012) 7That sounds impressive until you consider that China, now the world’s second-largest ad market after the US, will spend about $46.34 billion on total media spending this year including $7.36 billion in online spending. (June 2012) 8Overwhelmingly, nearly two-thirds (65%) do, which further supports the evidence seen within the use of different channels that the Asian digital market is being driven forward largely by suppliers and the associated client investment into such services, rather than directly by client-side organisations themselves. (June 2012) 9Nearly three-quarters (70%) of client-side marketers say their companies intend to increase digital budgets over the next year. This is comparable to just under half (49%) who say they will increase their overall marketing budgets during the same time period. (June 2012) 10 |
The average expected increase of total marketing budget was 15%, less than the average expected increase of 19% for digital marketing specifically. (June 2012) 11Similar response rates were seen across all answers, with a rough split of half between both increasing budgets and keeping them the same. (June 2012) 12Of client-side respondents, 49% said that they were planning to increase budget and 45% expected they would keep it the same. Among supply-side respondents, this was 46% and 47%, respectively. (June 2012) 13The picture for advertising in China is a rosy one, and online spending’s story is most positive of all. eMarketer estimates that online ad spending increased 43.2% in 2011, and forecasts another increase of 39% in 2012, driven by strong growth in both internet penetration and online activities such as online video, social media and search. (May 2012) 14According to an April 2012 report from consultancies R3 and Admaster Digital Consulting, more than four-fifths of marketers in China plan on increasing digital media spending during 2012. Drilling down further, 41% of marketers plan to increase spending by at least 20%, and 13% will increase spending by 50% or more. (May 2012) 15Marketers in China are especially bullish about online video and social media, including weibo microblogs and social networks. According to the report, 23% of the marketers surveyed expected to devote most of the increased spending to online video in 2012, followed by 20% to weibo microblogs and 16% to social networks. (May 2012) 16eMarketer estimates online ad spending in China will reach $7.36 billion in 2012, and more than double to $16.48 billion by 2016. R3 and Admaster’s findings suggest that marketers are rushing to place brands where internet users are consuming digital media, hoping that it vaults their clients’ brand values into the atmosphere. (May 2012) 17Currently, less than 10 percent of Singapore's total advertising spend is used for online marketing. (March 2012) 18Advertising experts say only about 10 to 15 per cent of advertising and marketing expenditures are spent on digital channels such as Facebook and Google in Asia. (March 2012) 19Recent data from iResearch suggests online video market size will grow from 6.27 billion yuan in 2011 to as much as 22.5 billion yuan by 2014 – this same figure increased by nearly 100% YOY from 2010 to 2011. (February 2012) 20 |
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