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For
immediate release
Contact:
Elvira Lodewick
Nielsen//NetRatings
Director Marketing, Asia Pacific and Latin America
Ph: +61 (2) 8204 5823 | Email: elodewick@netratings.com
Nielsen//NetRatings
reveals China's Online Advertising DNA
Automotive,
Computer and FMCG Industries Drive China's Online
Advertising
Sydney,
7 September 2006 - Nielsen//NetRatings today publishes
the first results of a newly launched online advertising
tracking service in China, revealing a strong commitment
of the computer, automotive and FMCG industries to
online advertising. The service, named AdRelevance
and already available in the US, fourteen European
markets and Australia, is unique in the Asian market
and provides information on who is advertising online,
which sites campaigns are running on, the creative
campaign content and an estimate of online expenditures
for online display advertising.
China's
Online Advertising Landscape
With 82.6% of China's internet users declaring the
internet as their main information channel, according
to CNNIC's 18th Statistical Survey Report on Internet
Development in China (July 2006), the advertising
potential of the Chinese internet has never been clearer
and the demand for in-depth insights in China's online
advertising landscape never greater.
Responding
to this strong market demand, NetRatings started to
monitor China's top websites in May 2006 and the technology-based
AdRelevance service currently scans over 200 sites
and creates instantly available reports, 24 hours
a day, 365 days a year.
Mr
Forrest Didier, Managing Director, Nielsen//NetRatings
Asia Pacific and Latin America, comments: "After
a very successful introduction of AdRelevance in the
Asia Pacific region earlier this year in Australia,
we are confident that the launch of this service in
China will provide online players in and outside the
country with the information needed to plan and evaluate
their online ad sales and investments. We are strongly
committed to growing this standard throughout the
region and will announce the launch of AdRelevance
in Japan shortly".
Online
Display Advertising Activity and Expenditure - May
to July 2006
Over the period May to July 2006, China's online space
saw a strong and steady growth of online advertising
activity. According to the AdRelevance report, 587
online display advertisers ran nearly 1500 campaigns
consisting of over 3700 banners in May. By July, the
number of advertisers grew by 39% to 817, while the
number of campaigns and banners increased respectively
34% and 55% to 2276 and 5785.
The
AdRelevance service estimates China's total online
display advertising expenditure between May and July
2006 at CNY 1.5 billion (US$ 190 million). This number
is closely approaching China's Magazine advertising
expenditure, which is projected at CNY 1.9 billion
for the same period by Nielsen Media Research. The
big online advertising spenders were in the automotive,
computer and electronics and FMCG industries, jointly
responsible for almost 60% of the quarter's ad spend.
China's
Online Display Advertising Leaders
In
July 2006, the overall best performing advertiser
by number of ad impressions and ad spend was China
Mobile.
In
the automotive industry, Nissan was the number 1 advertiser,
while Founder ranked at the top in the computer and
electrical category and Coca-Cola topped the list
of online display advertisers in China's FMCG industry.
Chart
2 - Top 10 Online Display Advertisers, July 2006
Editor's
note: Please source all above information to Nielsen//NetRatings
About Nielsen//NetRatings:
Nielsen//NetRatings is a global leader in Internet
media and market research and is the industry's premier
source for online advertising intelligence with its
NetView, SiteCensus, Market Intelligence, AdRelevance,
Analytics and Consulting services. Covering 70 percent
of the world's Internet usage, the Nielsen//NetRatings
services offer syndicated Internet and digital media
research reports and custom-tailored data to help
companies gain valuable insight into their business.
Nielsen//NetRatings
is a service provided by NetRatings, Inc. (Nasdaq:
NTRT). Partly owned by international media and information
company VNU, NetRatings Inc. is a sister company to
ACNielsen and Nielsen Media Research. For more information
please visit www.nielsen-netratings.com
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