2015 China Online Advertising Market Size Exceeded 200 Billion
With the development of Internet advertising market continues to mature, the next few years will become more stable growth, is expected to 2018, the overall scale is expected to exceed 400 billion yuan.
2015, China's online advertising market continues to develop in depth. From the industry policy, at the beginning of the history of the most stringent new advertising law, the terms of advertising and other aspects of the development of a number of norms, the content and form of advertising to put forward higher requirements. From the development of the industry trends, core advertising main cut back on advertising expenditure at the same time, pay more attention to marketing effectiveness and value maximization, in the process of development of the industry to promote, network advertisement to accelerate the integration of the industry, the M & A events occur frequently. From the media terminal, the mobile terminal penetration continues to deepen, the main media mobile terminal revenue accounted for continuous improvement, highlighting the value of the mobile terminal. From the content market, variety shows, TV series and network drama and other quality resources mining and master, become the focus of each video site competition. From the form of advertising, native advertising, content marketing and interactive marketing innovation, and more access to the favor of advertisers. From the media convergence, micro-blog help network linkage, interaction between WeChat and television programs continue to evolve.
According to the 2015 Chinese network advertisement core data, according to iResearch 2015 China network advertisement core data, the scale of China's Internet advertising market reached 2093.7 billion yuan, an increase of 36%, than last year growth has slowed, but still remain high. With the development of network advertising market continues to mature, the growth rate of the next few years will tend to be stable, is expected to be in 2018 the overall size is expected to exceed 400 billion yuan.
2015 China's economy as a whole showed steady slowdown in the new normal". Main performance: the internal industrial structure to speed up the pace, new industries and new formats, new product rapid growth, consumption, investment and export demand tends to balance development, but internal differentiation began to highlight; regional economic growth gap significantly, with the inter industry enterprise development level disparity widening; continuous improvement of people's livelihood, employment income index performance better; overall price level stable, the structural deflation pressure increase.
Thus, increasing pressure on the vigorous development of the structural changes in the different areas, the consumer market, the competition of the market, and continuous improvement of consumption level, etc., promote marketing and advertising demand growth. In addition, from the main advertising distribution point of view, the overall decline in the traditional media advertising investment, and more advertising to transfer to the network advertising, especially the search, electronic business platform, video, social media. China online advertising market in this context, in 2015 has exceeded 200 billion, the growth rate is still maintained at a high level.
Advertisers budget to continue to tilt the digital media, the demand for Internet advertising is also more diverse, multi factors jointly accelerate the further development of the online advertising market size. In 2015, online advertising in different industries in the content, form of expression, the main structure of the advertising are showing the trend of differentiation.
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