In 2016, The Overall Share Of E-Commerce Advertising Climbed To 30%, Becoming The Brand New Favorite.

It is understood that in 2016, China's online retail sales amounted to US $750 billion, and China's e-commerce industry was more active than any other country in the world.

China's unique retail development history has spawned one of the most advanced digital markets in the world.

Shoppers in China are smart, with amazing volume of pactions, rapid innovation, and integration of social media, multimedia and other channels. Their online shopping environment can give people a glimpse of the future.

In recent years, Internet advertising has become the largest and fastest growing sector of China's advertising industry.

Has been regarded as a seller, Taobao trading platform, with the development of Internet advertising, the e-commerce website has quietly completed the pformation of properties in the upgrading and optimization. It has surpassed the search engine as the new favorite of brand advertising for the first time in the media status, and the advertising industry is undergoing a "structural" change.

According to the latest issue of AI

"In 2016, China's Internet marketing revenue approximated to 300 billion yuan, accounting for 68% of the five major media advertising revenue, while TV advertising revenue accounted for only 1/4 of the total revenue.

Driven by factors such as the growth of Internet users, the growth of digital media and the rapid growth of online audio-visual services, the growth of Internet marketing revenue will continue to lead growth in the next few years. It is estimated that the size of China's online advertising is expected to double again by 2019.

Electricity supplier advertising first

Looking at the Internet advertising market in China in 2016, structural changes have taken place in the subdivision area.

Data show that in 2016, the overall share of e-commerce advertising climbed to 30%, compared with the search ads influenced by policies and negative events, which fell by nearly 5 percentage points.

According to the analysis, search advertising and

The shift will continue.

On the one hand, because the new advertising law will continue to influence search advertisements, on the other hand, with the shift of users' dependence on electricity providers and the pfer of their usage behavior, e-commerce advertising revenues will continue to grow at a relatively high speed.

In addition, the growth of information flow advertising is strong, and it is expected to account for 1/5 of the total in 2019.

In the form of media, e-commerce websites have replaced the search engine as the most popular form of media.

Mobile terminals, e-commerce media also surpass the search engine in the first place.

It is reported that in 2016 e-commerce (online shopping) website advertising revenue reached as high as 87 billion 110 million yuan, an increase of nearly 50% over the same period.

Alibaba's Alibaba, represented by Tmall and Tmall, will continue to lead the way.

Procedural purchase comes to adjust period

With the rapid development of the programmed purchase industry chain, advertisers will have more and more demand for product quality and efficiency. In the future, more resources will be invested in the resource pool of programmed purchase.

In 2017, with the arrival of the sixth years of programmed purchase in China, brand advertisers and the market have generally recognized the importance of technology and data in advertising, and pay attention to the efficiency and effectiveness of advertising, which can be measured and optimized.

But it is also cautious about cheating in flow, false trading, opaque delivery process, and brand safety.

In the past, the platform purchase platforms that had been highly sought after by capital were cold and slaughters. On the other hand, powerful media have set up their own programmed advertising platform. Traditional agents invested more energy in Trading Desk, and the concept of marketing cloud was initially landing.

This series of changes will lead to a new round of thinking and adjustment in the process of buying the market.

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