"AdChina 2012 Digital Media Scene": A Practical Guide to China's Digital Marketing Investment in 2012

SHANGHAI, Jan. 19, 2012 /PRNewswire-Asia/ -- AdChina, the leading integrated internet advertising platform company in China launched "2012 China Digital Media Scene" on Jan 17th. "The original aim of the media scene was to provide a practical digital outlook to AdChina's clients," mentioned by Jing Pan, AdChina's marketing vice president and chief editor for the report. "Our national sales team go out and talk with 1000 clients on monthly basis, and we launch advertising campaigns for 1/5 of them in each month, on display, mobile, video, and social media. We somehow know the width, depth, and detail of the China digital market very well. On the other hand, we also have the access to the best and most relevant information that Silicon Valley and Madison Avenue offer. We also sponsored a Harvard Business School project studying "the future of China's Technology-driven advertising" in Q4, 2011. We wanted to put all the great information we got together, compare the notes between the US and China's digital space, and share with the clients our view where the market is going, and where to invest marketing budget in 2012 in China."

The report, after being posted for 24 hours on China's leading microblog site, Sina Weibo, has been viewed and downloaded for over 3,000 times, forwarded for over 300 times, by including tens of China's major digital media thought leaders, and received several hundreds of comments, not mentioning the hundreds of comments AdChina received from their email blast to the clients.

Here are the highlights of 2012 China Digital Media Scene:

• Chinese internet population exceeded 500 million in Jan. 2012. Driven by government policies, short term growth will come from urban and long term from rural markets.
• Internet usage approaches TV usage by the internet population. TV and internet overlap exceeds 50% in the top 60 China cities. We estimate further and speedy growth of internet usage, driven by government regulations to limit advertising and certain entertainment content on TV. In comparison, Chinese internet advertising budget as percentage of total Is 1/2 of that of the US market. We estimate dramatic growth in 2012.
• The market share of display advertising placed through 3rd party platforms will double from 8% in 2011 to 16% in 2012. 20% of the display ads will be placed through 3rd party platforms by 2014 in China. Dramatic growth in 2012 attributes to client confidence based on proven result and cautious economic outlook.
• Tablets will drive new digital marketing applications very soon. 1% of AdChina's online internet traffic (in proportion to the overall non-search and ecommerce visitation of general internet in China) comes from mobile devices. This number was 25 times of that a year ago. Among the 1% of mobile devices' traffic, 44.5% comes from iPads.
• APP marketing to become mainstream and LBS commercialization at the inflection point.

The report, positioned as being practical on 2012 outlooks, covered a wide range of digital media topics of display, online video, mobile, and the applications of new technologies like quick response codes, HTML5 development in China. It's a great reference for people with interest to develop business or invest in China's digital space. A link to download the English version of the full report is here- http://www.AdChina.com/en/us/2012MediaScene.aspx

The Vice President of marketing of AdChina Jing Pan said that an important agenda of AdChina in the past two years has been to expand their advertising operating platform both to the supply-side (media) as well as to the demand-side (agency and advertisers) of the value chain in China. Today, 200 online and mobile internet publishers are using AdChina's supply-side platform ASP, and 4 of the 6 largest international 4A media agencies in China are using their demand-side platform ADP to manage their advertising operations.

AdChina (www.adchina.com) is China's leading integrated internet advertising platform. A leader in online advertising space in China, AdChina provides the technology platform and creates the marketplace for publishers, agencies/advertisers, as well as other third party players with a comprehensive range of digital advertising technologies, online user data solutions, and audience management systems. By end of Q3 2011, on a monthly basis, AdChina platforms have access to over 457 million or ~90% of total Chinese internet users across PC internet and mobile internet. AdChina was founded in Silicon Valley in 2007.

SOURCE AdChina.com