Demand-driven, the scale of online advertising revenue continues to increase

According to the data released by China Internet Information Center, by the first half of 219, the number of netizens in China reached 854 million, an increase of 25.98 million compared with the end of 218, and the Internet penetration rate reached 61.2%. Among them, the number of mobile Internet users reached 847 million, accounting for 99.1% of the Internet users. Driven by the high popularity of Internet users and mobile phone users, the development of various industries relies on Internet technology and focuses on the promotion of online advertising. According to the data released by iRsearch, the scale of China's online advertising market has been increasing from 214 to 218, reaching 484.31 billion yuan in 218, an increase of 21.52% compared with the domestic year. From a single quarter, its scale in the fourth quarter was 149.32 billion yuan. In the first half of 219, the scale of China's online advertising market reached 259.21 billion yuan, and the growth rate showed an upward trend.

With the help of multi-sectors, e-commerce has the strongest online advertising business capability

From the subdivision of online advertising, it mainly includes e-commerce advertising, information flow advertising, search advertising, brand graphic advertising, video patch advertising and other important fields. With the change of online shopping consumption habits, e-commerce advertising has become its main subdivision. In the first half of 219, e-commerce advertising revenue accounted for 35.5%; Information flow advertising and search advertising accounted for 28.4% and 16.35% respectively, which were relatively large. The income of other segments accounts for less than 1%.

in p>218, China's e-commerce advertising revenue reached 16.791 billion yuan, accounting for 33.2% of the total online advertising revenue. In the first half of 219, e-commerce online advertising revenue reached 9.853 billion yuan, accounting for 35.5% higher than the previous year. It is estimated that with the help of the development of e-commerce advertising in the third quarter of 219, e-commerce advertising revenue in 219 is expected to reach 2 billion yuan.

multi-enterprise competition, Alibaba's advertising revenue is far ahead

From the current situation of enterprise development, Internet companies represented by Alibaba, Baidu and Tencent, and take-away platforms represented by Meituan have laid out their advertising markets one after another to accelerate their competitive position in the field of online advertising. According to the data released by various companies, in the first half of 219, Alibaba's advertising revenue was far ahead, reaching 72.73 billion yuan; Baidu's advertising revenue ranked second, at 36.894 billion yuan, nearly double the gap with Alibaba. The advertising revenues of the other two companies, Tencent and JD.COM, in the first half of 219 were 29.89 billion yuan and 19.221 billion yuan respectively. The advertising revenues of the other companies were all below 1 billion yuan, but they were still important sources of income for the company.

note: the initial statistical data of Sohu, sogou, Weibo and Sina are USD, which is converted according to the highest central parity of RMB against USD in the first half of 219: USD 1 =6.685.

In 219, e-commerce advertising will continue to exert its strength

In October 219, it has reached the preparation stage of the annual "Double Eleven" shopping carnival. The substantial increase in the annual turnover of Tmall's "Double Eleven" is inseparable from the accurate promotion and marketing of e-commerce advertisements in the early stage. Therefore, it is expected that the e-commerce advertisements in the shopping carnival and the subsequent "Double Twelve" will be promoted. In the third and fourth quarters of 219, the income of e-commerce advertisements will increase vigorously, and the annual e-commerce income scale is expected to exceed 2 billion yuan.