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2006 China Online Ad Research Report 2006 China Online Ad Research Report(0)

Page5 II. Research Methods
Page5 Profile of iResearch Research on Internet Industry (Industry Research)
Page7 Development of Global Online Marketing
Page7 Development of Chinese Online Marketing Market
Page7 Development of Chinese Online Advertising Market
Page9 Development of Chinese Online Media
Page9 Chinese Online Advertisers
Page10 1. Development of Global Online Advertising
Page10 1.1 Development of Online Advertising in the United States
Page10 1.1.1 US Spending on Online Advertising by Quarters in Past Years
Page12 1.1.2 US Spending on Online Advertising Adopting Different Pricing Methods in 2006
Page13 1.1.3 US Spending on Online Advertising in Different Forms in 2006
Page15 1.2 Development of Online Advertising in Japan
Page15 1.2.1. Japan¡¯s Spending on Online Advertising in Past Years
Page16 1.2.2 Share of Online Marketing in Overall Advertising Market of Japan
Page17 2. Analysis of China¡¯s Online Marketing Market
Page17 2.1. Size of China¡¯s Online Marketing Market
Page18 2.2. Size and Share of Segments of Chinese Online Advertising Market
Page20 2.3 Share of Kinds of Advertisements in the Online Advertising Market
Page21 2.4. Share of Major Operators in the Online Advertising Market
Page21 3. Analysis of the Whole Chinese Advertising Market
Page21 3.1 Market Size of Chinese Advertising Market in 2006
Page22 Size of China¡¯s Advertising Market in 1988-2006
Page24 3.2. Proportion of Online Marketing Spending in Overall Advertising Spending in 2001-2006
Page25 4. Development of Chinese Online Advertising Market in 2006
Page25 4.1 Spending on Online Advertising
Page25 4.1.1. Market Size of China¡¯s Online Advertising Market in 2006
Page26 4.1.2. Comparison of Spending on Online Advertising by Quarters in the 2001-2006 Period
Page27 4.2. Online Advertisers in China
Page27 4.2.1 Number of Online Advertisers in China during 2001-2006
Page29 4.2.2 Number of Online Advertisers by Months in 2006
Page30 4.3. Analysis of Segments of China¡¯s Online Advertising Market
Page30 4.3.1. Shares of Each Industry in China¡¯s Spending on Online Advertising in 2006
Page31 4.3.2. Comparison of Major Industries’ Spending in the 2001-2006 Period
Page32 4.4 Analysis of Regional Development of Online Advertising
Page32 Analysis of Spending on Online Advertising by Regions in 2005-2006
Page34 4.5. Analysis of Use of Online Advertising in Different Forms in 2006
Page36 4.6 Analysis of Development of RichMedia Online Advertising
Page36 4.6.1 Development of RichMedia in 2006
Page37 4.6.2 Change of Broadcasting Times of HDT RichMedia AD in Past Years
Page38 4.6.3 Change of Click-through-rate (CTR) of HDT RichMedia AD in Past Years
Page39 4.6.4. Change of Broadcasting of Different Forms of HDT RichMedia AD
Page40 4.6.5 Change of Number of Advertisers of HDT RichMedia AD in Past Years
Page41 5. Development of Chinese Online Media in 2006
Page41 5.1 Online Advertising Revenue of Online Media in 2006
Page41 5.1.1 AD Revenue of Chinese Online Media Carriers
Page41 5.1.2 Change of AD Revenue of Chinese Online Media in Past Years
Page43 5.1.3 Number of Advertisers of Major Online Media in 2006
Page44 5.1.4 Top 10 Media of 2006 by Online Advertising Revenue
Page45 5.2 Share of Portals in Online Advertising Market
Page46 5.3 Online Advertising Revenues of Top 3 Portals during 2001-2006
Page47 5.4 Shares of Top 3 Portals in Online Advertising Market during 2001-2006
Page48 5.5 Development of Major Types of Media in 2006
Page48 5.5.1 Development of Integrated Portals in 2006
Page50 5.5.2 Development of News Portals in 2006
Page52 5.5.3 Development of Financial Websites in 2006
Page54 5.5.4 Development of IT Websites in 2006
Page56 6. Online Advertisers and AD Spending in 2006
Page56 6.1 Advertisers in IT Industry and AD Spending
Page56 Chart 6-1 Ranking of Advertisers in IT Industry by AD Spending
Page58 Chart 6-2 Ranking of IT Media by AD Revenue
Page60 Chart 6-3 Ranking of IT Media by the Number of Advertisers
Page62 Chart 6-4 Ranking of IT Products by AD Spending
Page64 6.2 Advertisers in Real Estate Industry and AD Spending
Page64 Chart 6-5 Ranking of Advertisers in Real Estate Industry by AD Spending
Page66 Chart 6-6 Ranking of Media by Revenue from Real Estate Advertising
Page68 Chart 6-7 Ranking of Media by Real Estate Advertisers
Page70 Chart 6-8 Ranking of Sub-industries of Real Estate Industry by AD Spending
Page72 6.3 Advertisers in Communications Industry and AD Spending
Page72 Chart 6-9 Ranking of Advertisers of Transportation Industry by AD Spending
Page74 Chart 6-10 Ranking of Media by Spending on Advertising for Transportation
Page75 Chart 6-11 Ranking of Media by Number of Advertisers in Transportation Industry
Page77 Chart 6-12 Ranking of Sub-industries of Transportation Industry by AD Spending
Page79 6.4 Advertisers in Communications Industry and AD Spending
Page79 Chart 6-13 Ranking of Communications Advertisers by Spending
Page81 Chart 6-14 Ranking of Media by AD Spending on Communications
Page83 Chart 6-15 Ranking of Media by Number of Advertisers in Communications Industry
Page84 Chart 6-16 Ranking of Sub-industries of Communications Industry by AD Spending
Page86 6.5 Advertisers in Web Service Sector and AD Spending
Page86 Chart 6-17 Ranking of Websites by Spending on Online Advertising
Page88 Chart 6-18 Ranking of Websites by AD Spending
Page90 Chart 6-19 Ranking of Websites by Number of Advertisers in Web Service Sector
Page92 Chart 6-20 Ranking of Sub-industries of Web Service Industry by AD Spending
Page94 7. Analysis of Online Advertising Agencies in 2006
Page95 Major Online Advertising Agencies in 2005-2006
Page97 8. Analysis of Netizens’ Recognition of Online Advertising
Page97 8.1 Netizens’ Contact with Media
Page97 8.1.1 Share of Users Having Frequent Contact with Various Advertising Media in Recent Year
Page98 8.1.2 Types of Advertising Media Users Believe to Be Most Influential on Their Consumption Behavior
Page99 8.1.3 Share of Time Users Spend Looking Through Online Advertisements Every Day
Page100 8.1.4 Three Most Impressive Brands for Users in the Past Year
Page100 Three Most Impressive Brands for Chinese Users in 2006
Page101 8.1.5 Media Channels through which Users First Glimpse at *Brands
Page102 8.1.6 Media Channels through which Users Glimpse at *Brands Frequently
Page103 8.2 Users’ Contact with Online Advertisements
Page103 8.2.1 Types of Online Media Users Frequently Look through Online Advertisements
Page104 8.2.2 Users’ Acceptance of Varieties of Online Advertisements
Page105 8.2.3 Users’ Attention to Varieties of Online Advertisements
Page106 8.2.4 Users’ Click of Online Advertisements They are Interested in
Page107 8.2.5 Reasons Why Users Click Online Advertisements
Page108 8.2.6 Reasons Why Users Don’t Click Online Advertisements
Page110 8.2.8 Users’ Obtaining of Required Information after They Click Online Advertisements
Page111 8.2.9 Information Users Want to Acquire the Most by Clicking Online Advertisements
Page112 8.3. Analysis of Preference for Online Advertisements
Page112 8.3.1 Factors Prompting Users to Focus on Internet Advertisements
Page113 8.3.2. Picture Advertisements Most Appealing to Users
Page114 8.3.3. Picture Advertisements Most Annoying to Users
Page115 8.3.4. Users’ Attitude towards Influence of Online Advertisements on Consumption
Page116 8.3.5. Whether Online Advertisements Stimulate Users to Purchase
Page117 9.1.1 Share of Online Marketing in Past Year
Page119 9.1.3 Reasons why Companies Don’t Conduct Online Marketing
Page120 Figure 9-4 Forms of Online Marketing Activities Companies Have Chosen
Page121 9.1.5 Companies’ Satisfaction towards Online Marketing
Page122 9.2 Analysis of Companies’ Use of Online Marketing
Page122 9.2.1 Total Time Companies Broadcast Online Advertisements on Websites of Media
Page123 9.2.2 Companies’ Spending on Online Advertising in Recent One Year
Page124 9.2.3 Companies’ Evaluation of Effect of Online Advertising
Page124 .2.4 Companies’ Budget on Online Advertising in the Following Year
Page126 9.2.5 Factors Companies Take into Account when Choosing Online Advertising
Page128 Industry Prospect
Page130 Appendix 1: Types and Quantity of Monitoring Media
Page130 1.1 Portal Monitoring Media
Page130 1.2 IT Advertisement Monitoring Media
Page131 1.3 Financial Website Monitoring Media
Page131 1.4 Local Website Monitoring Media
Page131 1.5 Real Estate Website Monitoring Media
Page132 1.7 Living Service Website Monitoring Media
Page132 1.8 New Website Monitoring Media
Page133 Legal Statement
Page133 Company Website/Free Information
Page133 Chinese Research Website: http://www.iresearch.com.cn
Page133 Chinese Media Website: http://www.iresearch.cn
Page133 English Research Website: http://english.iresearch.com.cn
Page133 Paid Services
Page133 Survey of Chinese Netizens: http://www.iusersurvey.com
Page133 Monitoring of Online Advertising: http://www.iadtracker.com
Page133 Research of Netizen Behaviors: http://www.iusertracker.com
Page133 Network Media Ranking: http://www.iwebchoice.com
Page133 Online Ad Recommendation: http://www.iadchoice.com

2006 China Online Advertisers Research Report 2006 China Online Advertisers Research Report(0)

Page3 I. Background
Page3 II. Definitions
Page4 III. Methodology
Page5 IV. Summary
Page5 1. Market analysis of China Online Advertising Market
Page6 1.1.Size of China Online Advertising Market
Page7 1.2.Number of Online Advertisers
Page8 2. Demand Analysis of China¡¯s Online Advertisers
Page8 2.1.Analysis of advertisers
Page8 2.1.1. How Many Percent of Company’s Advertising Cost has Online Advertising Took in 2005
Page9 2.1.2. Did Advertisers Change Advertising and Marketing Budget in 2006
Page10 2.1.3. How Did Advertisers Make the Decision of Advertising
Page11 2.1.4. Purposes of Advertising on Internet
Page12 2.1.5. Major Online Media that Advertisers Tend to
Page13 2.1.6. Online Advertising Formats of Advertisers in 2005
Page14 2.1.7. Did Advertisers Contact Agency or Website when Plan to Advertise
Page15 2.2.Primary factors that advertisers considerd
Page15 2.2.1. Major Factors of Media Selection by Advertisiers
Page16 2.2.2. Major Reasons for Advertisers to Use Search Marketing
Page17 2.2.3 Major Factors of Agency Selection by Advertisiers
Page18 2.3. Evaluation of Online Advertising Effect by Advertisers
Page18 2.3.1. Use of New Formats of Advertising By Advertisers
Page19 2.3.2. How Did Advertisers Evaluate Marketing Effects of Online Media
Page20 2.3.3. Evaluation of Online Advertising Effect by Advertisers
Page21 2.3.4 Channels for Advertisers to Acquire Data of Advertising Effect
Page22 2.4.Satisfaction Analysis
Page22 2.4.1. Advertisers’ Satisfaction Level towards to Formats of Advertising
Page23 2.4.2. Advertisers’ Satisfaction Level towards to Advertising Agency
Page24 3. Advertising Characteristics in China
Page24 3.1. Advertising Characteristics by Product Categories
Page24 3.1.1. Advertising Characteristics of Difference Product Categories in China
Page26 3.1.2. Advertising Characteristics of Major Product Categories
Page35 3.2. Advertising Characteristics by Major Areas
Page35 3.2.1. Characteristics of Beijing Online Advertising Market
Page38 3.2.2. Characteristics of Shanghai Online Advertising Market
Page41 3.2.3. Characteristics of Guangdong Online Advertising Market
Page44 4. Analysis of Internet Media Advertisers in China
Page44 4.1. Number of Internet Media Advertisers in China
Page44 4.1.1.Number of Advertisers of Major Portals in China 2001¡ª2005
Page45 4.1.2. Number of Advertisers of Major Portals in China Jan ¡ª Aug 2006
Page46 4.1.3. Growth Rate of Number of Advertisers 2002-2005
Page47 4.2. Number of Advertisers of Major Portals by Product Catagories
Page47 4.2.1 Number of Advertisers of Sina
Page48 4.2.2. Number of Advertisers of Sohu
Page49 4.2.3. Number of Advertisers of Netease
Page50 4.3. Analysis of Advertising Revenue
Page50 4.3.1. Contrast analysis of Portals¡¯ Advertising Revenue of Major Portals
Page52 4.3.2. Advertising Revenue of TOP3 Portals
Page53 Disclaimers

2006 China Real Estate Website Research Report 2006 China Real Estate Website Research Report(0)

Page 3¡ª¡ªI. Background
Page 3¡ª¡ªII. Definition
Page 4¡ª¡ªIII. Methodology
Page 5¡ª¡ªIV. Summary
Page 6¡ª¡ªV. Text
Page 6¡ª¡ª1. Overview on Development of Real Estate Industry
Page 6¡ª¡ª1.1. Overview of Global Real Estate Market
Page 6¡ª¡ª1.1.1. Sustained Rising of Global Real Estate Prices
Page 6¡ª¡ª1.1.2. Real Estate Overheating in Some Regions
Page 7¡ª¡ª1.1.3. Worrying High Estate Prices
Page 9¡ª¡ª1.2. Overview of Real Estate Market in China
Page 11¡ª¡ª1.2.1. Overview of Land Supply
Page 13¡ª¡ª1.2.2. Overview of Land Development
Page 15¡ª¡ª1.2.3. Overview of Building Supply 1999-2005
Page 17¡ª¡ª2. Overview of Real Estate Websites in China
Page 17¡ª¡ª2.1 Classification of Real Estate Website in China
Page 17¡ª¡ª2.2. General Situation
Page 19¡ª¡ª2.2.1. Number of Real Estate Websites in China 2000-2005
Page 20¡ª¡ª2.2.2. Total Revenue of Real Estate Websites in China
Page 23¡ª¡ª2.2.3. Market Shares of Major Real Estate Websites in China 2005
Page 24¡ª¡ª2.3. Analysis on Operation of Real Estate Websites in China
Page 26¡ª¡ª2.3.1. Main Contents of Real Estate Website in China
Page 27¡ª¡ª2.3.2. Main Service Target of Real Estate Website in China
Page 28¡ª¡ª3. Analysis on Major Real Estate Websites in China
Page 28¡ª¡ª3.1. Major Real Estate Websites in China
Page 29¡ª¡ª3.2. Soufun
Page 29¡ª¡ª3.2.1. Introduction
Page 32¡ª¡ª3.2.2. Business Module Structure of Soufun
Page 32¡ª¡ª3.2.3. Composition of Soufun Revenue in 2005 by Business Module
Page 34¡ª¡ª3.2.4. Online Advertising Business of Soufun in 2005
Page 36¡ª¡ª3.2.5. Composition of Soufun Revenue Generated from Second-hand Real Estate Business in 2005
Page 38¡ª¡ª3.3. Focus
Page 38¡ª¡ª3.3.1. Introduction
Page 40¡ª¡ª3.3.2. Composition of Focus Revenue in 2005 by Business Module
Page 41¡ª¡ª3.3.3. Online Advertising Business of Focus in 2005
Page 43¡ª¡ª3.4. Sina Real Estate Channel
Page 43¡ª¡ª3.4.1. Introduction
Page 46¡ª¡ª3.4.2. Revenue of Sina Real Estate Channel in 2005 by Business Module
Page 47¡ª¡ª3.4.3. Top Online Advertisers of Sina Real Estate Channel Ranked by Online Advertising Spending on it in 2005
Page 48¡ª¡ª3.5. Other Featured Websites
Page 50¡ª¡ª4. Analysis on Real Estate Online Advertising in China
Page 50¡ª¡ª4.1. Percentage of Online Real Estate Advertising Spending to Total Real Estate Advertising Spending in China 2002-2005
Page 51¡ª¡ª4.2. Percentage of Online Real Estate Advertising Spending to Total Online Advertising Spending in China 2001-2005
Page 52¡ª¡ª4.3. Number of Online Advertisers from Real Estate Industry 2003-2005
Page 53¡ª¡ª4.4. Online Real Estate Advertising Spending in China 2005 by Month
Page 54¡ª¡ª4.5. Online Real Estate Advertising in China 2005 by Content
Page 55¡ª¡ª4.6. Top Online Advertisers from Real Estate Industry in 2005 Ranked by Online Advertising Spending
Page 56¡ª¡ª4.7. Top Online Advertisers from Real Estate Industry in 2005 Ranked by Number of Delivered Online Ad Creative
Page 57¡ª¡ª4.8. Online Ad Format Adopted by Online Advertisers from Real Estate Industry 2003- 2005
Page 58¡ª¡ªAppendix: Research Methodology and Procedures
Page 60¡ª¡ªDisclaimers

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