According to a quarterly report on China online advertising market in the second quarter of 2008 released by Analysys International, the online advertising market of China reached CNY2.808 billion, which increased by 33% compared with the first quarter of 2008 and a year-on-year increase of 72.5%.
Generally speaking, the online advertising market in China maintained a high development speed in the second quarter of 2008. The report shows that of the CNY2.808 billion, the revenue of keyword search advertisements was CNY1.227 billion, which increased by 33% compared over the first quarter of 2008; the revenue of general advertising space was CNY1.427 billion, which increased by 36.6%.
Analysys International says there are several reasons for the rapid growth of the online advertising. On one hand, the low season has passed. One the other hand, promoted by the 2008 Beijing Olympics, the Olympic Games' sponsors and other relevant brands increased their investment in digital marketing.
The report points out that the May 12 earthquake did not bring much change to the enthusiasm of the advertisers. Although the advertisements of entertainment-related industries such as online games, IT and digital products decreased in the second quarter of 2008, the overall impact brought by the earthquake was little.
Not only the online advertising budget increased sharply in 2008, also the amount of Internet advertising campaigns reached a new peak before the Olympics. I just saw a slide on a online marketing conference stating that the total amount of online advertising campaigns in the first half of 2008 exceeded the amount of the online campaigns in Japan for the first time.