internet - 40% more on online ads: good or bad news?

Sometimes having a look at news from China, whether good or bad, is not that easy. Take this report on US investment banker Piper Jaffray who predicts that the online ads in China might grow 40 percent this year.
Whew.
This is supposed to be good news, but it is actually very bad. The current expenditure on online ads is so low that anything short of doubling or tripling the current revenue stream is bad news.