China Online Advertising Development Report, 2005-2006
  • Jan/2006
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Online advertisement refers to the commercial advertisement, using pictures, text or multi media via internet.
 
The initial form of online advertisement was the banner, similar to the traditional printed advertisements. Currently, various online advertisement forms are created and attracting more and more clients.

The Online advertisement features are: wide spread range, strong interactivity,strong pertinence, countable audience amount, real time, flexibility, low cost etc. Online advertisements have dual attributes of compulsion and user dominance.

The industry chain of online advertisement comprises advertiser, agent, online media,online advertisement technology suppliers and operators of online advertisement platforms.

Industrial Chain of Online Advertisement

The Relevant technologies of online advertisement mainly include advertisement production technology and advertisement supervision technology.

As a kind of new advertisement mode, online advertisement, which is growing along with the development and popularization of Internet, differs from traditional advertisement in the view of the charging mode, which includes CPA, CPP, CPM, CPC, LEAD, monthly payment and so on.

Overseas online advertisement markets

Although America is the source region of online advertisement, the online advertisement still takes small proportion in the advertisement market. In 2004, the expenditure of online advertisement only took 3.7% in the total advertisement expenditure, which was a little higher than 3% in 2003.

Expenditure of Online Advertisement in America

Online advertisement in Japan is greatly affected by traditional marketing method, representing an integration of online advertisement, TV advertisement and broadcasting advertisement.

From 1995 to 2003, online advertisement market in Korea maintained a stable growth rate.

In Europe, online advertisement in Britain has the highest growth rate. Search engine advertisement is the main form of online advertisement in Europe. The enterprises of IT and communication industries are the main advertisers.

Development status of online advertisement industry in China

In 1H 2003, SARS brought a big development opportunity to online advertisement industry. In 2003, China's online advertisement market scale reached RMB¥1.08 billion, increasing by over 100% compared to RMB¥490 million in 2002. In 2004, online advertisement market in China (except search engine) has increased from RMB¥1.08 billion to RMB¥1.9 billion with a growth rate of 75.9%, indicating that whole online advertisement market maintains a high-speed growth trend.

Online advertisement market scale in China (including search engine advertisement)

Considering the market segmentation of online advertisement, the advertisement of online services, IT products and real estate are taking the major market shares. In 2005, the proportion of online service advertisement kept stable, floating around RMB ¥110 million. Advertisement of IT products showed a fluctuant increase.

In 2005, Web portals are still the main medium for online advertisement. Sina and Sohu together occupied 55% shares of the total online advertisement market.

In 2005, online advertisement supervision has become a hotspot for competition. ChinaRun Technologies Inc, Chinanet and www.adjyc.com etc all promoted their own supervision system for online advertisement.

Analysis on overseas and Chinese leading online advertisement companies

Due to the wrong market strategies and measures after the consolidation, The Market share for Doubleclick declined in 2004. Although it made profit in Q4 2004, multiplied by 2 compared to the same period in 2003, it was still purchased by Hellman $ Friedman LLC with a fund of USD $1.1 billion.

Valueclick maintained a high growth rate. Media service shared its major revenue.

Except portals, the majority of Chinese online advertisement website owners adopted the mode alliance. The traffic of many medium and small websites converges to considerable larger traffic in order to take more market shares.

Development trends of online advertisement.

The development trends of online advertisement include: various forms, increasing interactivity, stable rise of search engine advertisement market scale, fiercer competition, better industrial chain and reliable supervision system etc.

The market scale of online advertisement in China will reach RMB¥8.2 billion in 2006 (including search engine advertisement).

 


 

1. Brief Introduction of Online Advertisement
1.1 online advertising services
1.1.1 Definition
1.1.2 Advertising forms
1.2 Features of online advertisement
1.2.1 Wide spread range
1.2.2 Interactivity
1.2.3 Pertinency
1.2.4 Numerable audience amount
1.2.5 Real time, flexibility and low cost
1.2.6 Strong sensible cognition
1.2.7 Dual attributes of compulsion and user dominance
1.2.8 Relying on valuable information and service carriers
1.3 Analysis on industry chain of online advertisement
1.4 Relevant technologies of online advertisement
1.4.1 Production technology
1.4.2 Supervision technology
1.5 Charge mode of online advertisement
1.5.1 CPP
1.5.2 CPM
1.5.3 CPM
1.5.4 CPC
1.5.5 Hourly payment
1.5.6 LEAD advertisement
1.6 Efficiency evaluation of online advertisement
1.6.1 Principles
1.6.2 Spread effect 
1.6.3 Economic effect 
1.6.4 Social effect 
1.6.5 DAGMAR method 

2. Development Status of Overseas Online Advertisement Industry
2.1 In America
2.1.1 Development status of online advertisement medium
2.1.2 Development trend of tariff mode
2.1.3 Price trend
2.1.4 Market scale and development trend
2.1.5 Competitive pattern
2.2 Development status of online advertisement industry in Japan
2.2.1 Market status
2.2.2 Features
2.2.3 Development trend 
2.3 Development status of online advertisement industry in Korea
2.4 Development status of online advertisement industry in Europe
2.4.1 Britain owns the fastest development speed 
2.4.2 Search engine is the main form of online advertisement
2.4.3 Originality status of online advertisement
2.4.4 Market development trend

3. Development Status of Online Advertisement Industry in China
3.1 Market scale
3.2 Analysis on industry chain
3.2.1 Development status of online advertisement websites
3.2.2 Development status of medium
3.2.3 Development status of agents
3.2.4 Development status of supervision system

4. Analysis on overseas and Chinese leading online advertisement companies
4.1 Doubleclick
4.1.1 Background
4.1.2 Product
4.1.3 Market strategy
4.1.4 Business mode
4.1.5 Financial status
4.1.6 Development trend
4.2 Valueclick
4.2.1 Background
4.2.2 Product
4.2.3 Market strategy
4.2.4 Business mode
4.2.5 Financial status
4.2.6 Development trend
4.3 Allyes
4.3.1 Background
4.3.2 Product
4.3.3 Business mode
4.3.4 Development trend
4.4 LinkTech Advertisement Alliance
4.4.1 Background
4.4.2 Product
4.4.3 Market strategy
4.4.4 Business mode
4.4.5 Covering number of members
4.5 NarrowAD.com
4.5.1 Background
4.5.2 Product
4.5.3 Market strategy
4.5.4 Business mode
4.5.5 Development trend 
4.6 KeyRun NetAD
4.6.1 Background
4.6.2 Product
4.6.3 Market strategy
4.6.4 Business mode
4.6.5 Covering number of members
4.7 Union sky ad alliance
4.7.1 Background
4.7.2 Product
4.7.3 Market strategy
4.7.4 Business mode
4.7.5 Development trend 
4.8 Hotadv.com
4.8.1 Background
4.8.2 Product
4.8.3 Market strategy
4.8.4 Business mode
4.8.5 Covering number of members
4.9 A.com.cn
4.9.1 Background
4.9.2 Product
4.9.3 Market strategy
4.9.4 Business mode
4.9.5 Covering number of members

5. Development Trend of Online Advertisement Industry
5.1 Important events of overseas and Chinese online advertisement industry in 2005
5.1.1 Netease excavates classified advertisement
5.1.2 Development of HDT
5.1.3 Development of Google
5.1.4 Development of Microsoft
5.1.5 Cooperation between FocusMedia and Kijiji
5.1.6 Viacom purchased iFilm
5.1.7 America Online completed the test of "beta"
5.1.8 Rapid growth of SMS advertisement
5.1.9 Partial advertisement software companies reformed actively
5.1.10 Huicong, www.com.cn and 6688 all adopted narrow advertisement
5.1.11 www.com.tv promoted "Chatwords"
5.2 Analysis on promoting factors of online advertisement industry in China
5.2.1 Internet becomes the important advertisement medium
5.2.2 Changes of traditional advertisement mediums
5.2.3 Development trend of advertisement websites
5.2.4 Advantages of online advertisement
5.3 Restricting factors of online advertisement industry
5.3.1 Technology analysis 
5.3.2 Audience analysis
5.3.3 Supervision system
5.4 Development trend of online advertisement industry
5.4.1 Various forms
5.4.2 Increasing interactivity
5.4.3 Stable increase of search engine advertisement market scale
5.4.4 More furious competition of online classified advertisement market
5.4.5 Change trend of online advertisement industry chain
5.4.6 More perfect supervision system of online advertisement
5.5 Market scale forecast of online advertisement in China

6. Competitive Strategy of Online Advertisement Industry
6.1 Competitive strategy for technology suppliers
6.1.1 Audience psychology
6.1.2 Online advertisement strategies aiming at audience psychology
6.1.2.1 Interactive advertisement strategy
6.1.2.2 Directional spread strategy
6.2 Competitive strategy of online advertisement mediums
6.2.1 Increasing efficiency and spread force
6.2.2 Properly change the forms of online advertisement   
6.2.3 Enhance the trust from audience
6.2.4 Flexible charge mode
6.3 Competitive strategy for online advertisement supervision system providers
6.4 Competitive strategy of online advertisement agents
Html Banner
Text Link Advertisement
Sponsorship Advertisement
Industry China of Online Advertisement
Development Trend of Online Advertisement Charge Mode in America
Expenditure of Online Advertisement in America
Online advertisement market concentration degree in America, 1999-2005
Type of Online Advertisement in America
Development Trend of Online Advertisement Revenue in Korea
Form distribution of Online Advertisement in Britain, 2005
Market Scale of Chinese Online Advertisement
Structural Change of Online Advertiser from 2000-2001
Top 20 Enterprises for Online Advertisement in 2003
Online Media Advertiser Distribution in 2000
Revenue of Major Online Advertisement Medium in 2002
Revenue Proportion of Various Online Ad Mediums in 2003
Revenue of Major Online Ad Medium from 2003-2005
Advertisement Revenue Contrast between Sina and Sohu
Advertisement Revenue Contrast between Baidu and Netease
Revenue of Online Advertisement Agents from 2002-2004
……………………………

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