J. Walter Thompson Shanghai have put together a invaluable summary of the latest data regarding China's unique digital landscape. Find out what's driving the growth of digital marketing in China, and how brands can take advantage of these trends.
8. Sources: CNRS; 36 cities
THE INTERNET TAKES TIME AWAY FROM TRADITIONAL MEDIA
TIME SPENT ON MEDIA (MINUTES / PER DAY)
9. DIGITAL ADVERTISING SHARE OF SPEND FINALLY OVERTOOK TV IN 2014
Note: excludes Hongkong; numbers may not add up to 100% due to rounding;
**excludes digital
Source: eMarketer, Dec 2014
%OF TOTAL MEDIA AD SPENDING IN CHINA
Of digital’s 37.2%
11.7% is mobile.
(up 6* YOY)
10. DIGITAL ADVERTISING SHARE IS EXPECTED TO ACCOUNT FOR MORE
THAN HALF OF TOTAL MEDIA SPENDING
Sources: eMarketer, Dec 2014
22. BUT iOS USERS SPEND MORE
Sources: Go Globe April 2014
23. CHINESE ARE FAR MORE LIKELY THAN AMERICANS
TO WATCH TV ON THEIR PHONE OR TABLET
Sources: August 2014 polling by GfK for the Interactive Advertising Bureau (IAB)
24. AND THEY ARE MULTI SCREENING
Sources: Millward Brown Ad Reaction 2014
MINUTES PER DAY SPENT MULTI-SCREENING
29. CHINESE LOVE SHOPPING ONLINE
ONLINE SHOPPING RATES IN CHINA ARE MORE THAN DOUBLE GLOBAL PEERS
Sources: PWC 2012 Global multichannel consumer survey
30. 11/11 SINGLE’S DAY PHENOMENON
THE WORLD’S BIGGEST ECOMMERCE SALES EVENT
2014 SET NEW RECORDS
32. Sources: 2011 McKinsey IConsumer survey; McKinsey Global Institute analysis; McKinsey analysis
TRANSFORMING ALL LEVELS OF SOCIETY
ONLINE SPENDING ACROSS CHINESE CITY TIERS
47. PROGRAMMATIC IS EXPECTED TO GROW BY 8 TIMES IN 2015 AND 100 TIMES BY 2018
Note: includes digital display ads, digital video ads and mobile display ads, including video;
*includes all digital display ad spending on upfront, programmatic direct deals secured using pre-existing, real-rime bidding (RTB) technology infrastructure
Sources: International Data Corporation (IDC), “Forward Markets 2013-2018: Moving Direct Display Ad Sales onto the RTB Platform” sponsored by The Trade Desk, March 2014
PREMIUM PROGRAMMATIC DIGITAL DISPLAY AD SPENDING IN CHINA,2013-2018
48. DEFINITION OF CONTENT MARKETING STILL EVOLVING
Sources: PR Newswire,” Content Marketing Trends and ROI Impact Assessment by Companies in China,” Dec 6, 2013
CONTENT MARKETING TACTICS MOST FREQUENTLY USED AND CONSIDERED MOST
EFFECTIVE BY MARKETERS IN CHINA, DEC 2013 % OF RESPONDENTS
49. J. Walter Thompson Shanghai
eugene.chew@jwt.com
FOR MORE INFORMATION:
EUGENE CHEW
CHIEF DIGITAL OFFICER