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China Mobile Ad Market Deep Dive

果 合 CHINA MOBILE AD MARKET DEEP DIVE Jan - Jun 2011 80% of ad impressions come from 10 regions 29% 16% 9% 7% 5% 4% 3% 3% 2% 1% Zhejiang Sichuan Guangdong Taiwan Macau Hong Kong Shandong / Top 5 regions cover the most prosperous areas of China | Smart-phones are more popular in economically-developed regions / Such distrubution is likely to remain in the short run ioS ad impression weighs over Android by 16% 58% 42% | iOS has largest mobile app store with high-quality mobile apps that attracts more user interaction | Such situation will change with rapid growth of free apps on Android Apple receives 58% ad impressions among all device makers 58% * LG, Sony Ericsson, ZTE & other brands 11% 15% 8% 5% 3% hTC SAMSUNG Others* / ios platform delivered over half of the impressions in 1H2011 / Leading Android phone makers such as HTC have proven their mobile ad values in China / With Google's purchase of Motorola, such situation might face new changes Smart phones have larger click-through rates than tablets 2.87% / Screen size is a key driver for click-through on 2.65% mobile devices / Android phones and iPhones with a screen size of 3-4 inches have the highest click-through rates / Tablets will be the best carrier for mobile ad due to 0.47% its display advantage Phone Android Pad Apple iPad 3-4 inches 7 inches 10 inches Mobile ad impressions on all tablet devices kept increasing iPad 2 launch 5.8% 4.8% 4.0% 4.2% 2.9% 2.3% 19 6A / iPad and Android tablets develop fast and thus will bring critical changes to mobile advertising / iPad accounts for 98%+ of total impressions in 1H2011, with Android tablets quickly catching up / Better formats of mobile advertising are yet to be developed * Tablets including iPad, Xoom, HTC Flyer & Galaxy Tab Mobile ad impressions have no significant peak time compared with LBS/SNS activities 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% 10 O 13 11 17 O 19 20 21 15 16 23 O 22 Mobile ad impressions LBS / SNS activities | Mobile ad impressions scatter within the day relatively evenly / Impressions concentrated after lunch and dinner time, as supplement of LBS/SNS activities / Mobile campaigns that integrate LBS/SNS and mobile ads will provide a more complete coverage Prime time" clicks account for 60% of total 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% 11 O 10 13 14 15 17 G 16 19 20 21 22 23 | Click-through rates range from 1.5% up to 3.0% during a typical day / Prime time for mobile ad clicks is 19:00-24:00, hours between dinner and sleep | Advertising plans should be developed with careful analysis of user habits and timing http://guohe Beijing Shanghai Jiangsu Liaoning Shaanxi

China Mobile Ad Market Deep Dive

shared by rmmojado on Dec 28
China’s largest mobile ad mediation platform Guohe Ad, recently released the first infographics for the rapidly growing China mobile ad market. Guohe has partnered with iResearch, a leading market r...


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