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Mobile Ad Spend in China

Mobile is on pace to become the leading ad spending channel in China, According to eMarketer’s latest forecast, by 2021, almost 60% of total media ad expenditures and close to 82% of digital ad spending will be dedicated to mobile. 

In 2016, mobile ad spend in China is $27.31 billion, while in 2017 the number rise to $37.63 and in 2018 it is estimated to be $49.13. The trend will continue for year 2019 and 2020, which is predicted to be $60.25 billion and $70.43 billion respectively. The potential for mobile advertiser in China can be clearly seen here, with almost double the investment between 2017 and 2020. Within mobile advertising, eMarketer analysts anticipate increased investment in video ad spending - which is expected to be the investment of choice and account for about 72% of all video as spend. And by 2021, almost 60% of total media ad expenditure and close to 82% of digital ad spending will be dedicated to mobile. 

“Ad spending in China continues to shift rapidly toward digital formats, fueled by rising time spent online and greater advertiser spending on mobile formats, especially on video and social media,” said eMarketer forecasting analyst Cindy Liu. “We think this trend will persist in the coming years, especially as publishers continue to introduce new and innovative ad formats and improvements to data technology.”

The growth in mobile ad spending in China has been propelled by the BAT companies - Baidu, Alibaba and Tencent - which combined will take 73.3% of all mobile ad expenditure in China this year. 

jiani chen