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Advertising in China - statistics & facts

Advertising is a billion business in China. As the second-largest market in the global advertising after the United States, China was expected to generate about 10.3 billion U.S dollars of ad spending between 2019 and 2022. While traditional printing and broadcasting advertising channels have been generally shrinking, outdoor and internet ads have been experiencing exponential growth. The expansion is mainly driven by rapid technological advancement and a mobile-savvy population in the country.

Traditional advertising

Advertisers in China has reduced ad spending on traditional media in recent years. This decline is particularly distinct in newspaper advertising. Between 2013 and 2020, newspaper ad revenue fell from 42.5 billion yuan to only five billion yuan. Magazine advertising is also on the wane. In comparison, traditional broadcast advertising still maintains a considerable market share. Television has been the most favorable advertising medium, especially among home appliance and food brands.

OOH advertising

Out-of-home (OOH) advertising, particularly subway ads, is an effective offline-to-online (O2O) marketing medium. The metro advertisements in China often include QR codes, which direct consumers to the brand’s Wechat page. Another common advertising format in subways in China: zoetrope, a digital imaging system installed in metro tunnels. Passengers can see a series of moving images inside the train on the window, which looks like a 15-second video. With these technology changes, OOH ad spending would very likely surpass 70 billion yuan in China by 2021 .

Online advertising

In a country with the largest online community in the world, the internet has gained a higher market share in the Chinese ad market. E-commerce, search engines, and social media advertising have been thriving. In 2020, the market size of mobile advertising totaled at 673 billion yuan. WeChat, the most popular app in the country, plays a major role in brand promotion. Its Mini Programs provides advanced features to consumers, such as e-commerce and task management. With its significant market penetration and conversion rates, WeChat would probably remain as the most important channel for online advertising in the next few years. However, it is worth noting that ad frauds are more prevalent in China than other countries. In 2019, almost 32 percent of the online ad traffic in China was fake or invalid. Industry reports have shown that over 80 percent of the global fraudulent inventory came from China, costing a loss of 18.7 billion U.S. dollars for advertisers in 2019.

Key figures

The most important key figures provide you with a compact summary of the topic of "Advertising in China" and take you straight to the corresponding statistics.

Digital advertising

Online video advertising

Interesting statistics

In the following 4 chapters, you will quickly find the 24 most important statistics relating to "Advertising in China".

Advertising in China

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!
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Advertising in China - statistics & facts

Advertising is a billion business in China. As the second-largest market in the global advertising after the United States, China was expected to generate about 10.3 billion U.S dollars of ad spending between 2019 and 2022. While traditional printing and broadcasting advertising channels have been generally shrinking, outdoor and internet ads have been experiencing exponential growth. The expansion is mainly driven by rapid technological advancement and a mobile-savvy population in the country.

Traditional advertising

Advertisers in China has reduced ad spending on traditional media in recent years. This decline is particularly distinct in newspaper advertising. Between 2013 and 2020, newspaper ad revenue fell from 42.5 billion yuan to only five billion yuan. Magazine advertising is also on the wane. In comparison, traditional broadcast advertising still maintains a considerable market share. Television has been the most favorable advertising medium, especially among home appliance and food brands.

OOH advertising

Out-of-home (OOH) advertising, particularly subway ads, is an effective offline-to-online (O2O) marketing medium. The metro advertisements in China often include QR codes, which direct consumers to the brand’s Wechat page. Another common advertising format in subways in China: zoetrope, a digital imaging system installed in metro tunnels. Passengers can see a series of moving images inside the train on the window, which looks like a 15-second video. With these technology changes, OOH ad spending would very likely surpass 70 billion yuan in China by 2021 .

Online advertising

In a country with the largest online community in the world, the internet has gained a higher market share in the Chinese ad market. E-commerce, search engines, and social media advertising have been thriving. In 2020, the market size of mobile advertising totaled at 673 billion yuan. WeChat, the most popular app in the country, plays a major role in brand promotion. Its Mini Programs provides advanced features to consumers, such as e-commerce and task management. With its significant market penetration and conversion rates, WeChat would probably remain as the most important channel for online advertising in the next few years. However, it is worth noting that ad frauds are more prevalent in China than other countries. In 2019, almost 32 percent of the online ad traffic in China was fake or invalid. Industry reports have shown that over 80 percent of the global fraudulent inventory came from China, costing a loss of 18.7 billion U.S. dollars for advertisers in 2019.

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