China's online advertising market will reach RMB 4.39 billion for the full year 2006, increasing 35.9% year over year. The search engine advertising market will account for 32.37% of the total market.

China's online advertising market size reached RMB 3.23 billion in 2005, increasing 59.83% year over year. Sina, Sohu, Baidu and Yahoo! China were the top 4 online advertising vendors, with annual revenues exceeding RMB 300 million, accounting for 59.62% of the total market. In the first half of 2006, China's online advertising market reached RMB 2.1 billion.

In the first half of 2006, Baidu strengthened market expansion and further increased its market share from 9.51% in 2005 to 15.37%. Google China and Tencent also increased their market share by 1.1% and 0.78% respectively, reaching 4.82% and 4.25%. Yahoo's market share in China decreased from 9.48% in 2005 to 8.08% in the first half of 2006. Netease decreased from 7.41% in 2005 to 6.2% in the first half of 2006. Search engine operators' further improved their position in online advertising market.

Affected by policy adjustment from mobile operators and the government, Internet firms whose revenues mainly came from mobile value-added services (VAS), including Sina, Sohu, Tom Online, etc., will all increase spending on online advertising as an important business growth point. China's online advertising market will reach RMB 4.39 billion for the full year 2006, representing an increase of 35.9% year over year. Search engine advertising will account for 32.37% of the total advertising market in 2006.

Source:佚名