I'm preparing a new media training I will be giving next week in Shanghai. The sluggish online ad market has been passing by at this weblog more than once. So, it is nice to report some positive trends that have been showing up at my radar screen during the preparation.
First, last year the online market was according to ACNielsen/Netratings between four and five billion Renminbi worth. They only started to measure online activities last year, explaining why the real interesting figures will only show up this year.
While the figure is still small compared to the always leading TV ads (25.6 billion Rmb over 2006) it had already passed the ad revenue stream going to the magazine market (3.1 billion Renminbi), according to again ACNielsen.
What is really interesting are their figures about the first quarter of 2007. The online ads are good for 1.4 billion Renminbi, an increase of 40 percent. Leading is Baidu, holding 21% of the market, followed by Sina (19%). Those figures are for sure encouraging.
What the online media need is more creativity to make it worthwhile for the advertisers. Like here what happened for a French internet provider. Really well done.
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