Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

China Digital Advertising Market Report

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Improve trustworthiness of short video advertising
  • Explore new digital advertising touchpoints
  • Play the ‘lifestyle’ card

Covered in this report

This report examines Chinese consumers’ behaviours and attitudes towards digital advertising, which is defined as internetbased advertising of the following forms:

  • Display (eg banners, pop-ups)
  • Video (eg pre-roll videos on video streaming websites)
  • Social media (eg on WeChat, Weibo)
  • Paid search (eg on Baidu, 360)
  • Email advertising
  • Other forms of online advertising (eg brand promotion live streaming, in-game advertising, etc)

Audio-only ads (ie internet radio) are excluded

Expert analysis from a specialist in the field

Written by Alice Li, a leading analyst in the Technology sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Both content and touchpoint are crucial for successful digital advertising, as consumers don’t want to be fed irrelevant information anymore. Native content will continue to be of importance and lifestyle-positioning is increasingly appealing. Alice Li
Senior Technology Analyst

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Sub-group definitions
        • Executive Summary

            • The Consumer
              • Half of consumers spend one to three hours online for leisure
                • Figure 1: Average time spent online for leisure and entertainment per day in the last three months, November 2018
              • Ads on brand official WeChat/Weibo accounts are most noticed
                • Figure 2: Digital advertising noticed by consumers in the last three months, November 2018
              • Ads on shopping websites are more likely to trigger purchase
                • Figure 3: Perceptions of digital advertising, by advertising form, November 2018
              • Help consumers imagine future life and explore unique lifestyles
                • Figure 4: Favourite advertising theme, November 2018
              • Willingness to open data presents opportunity for targeted marketing
                • Figure 5: Online behaviours – information sharing, November 2018
              • ‘Made in China’ is winning consumer favour
                • Figure 6: Attitudes towards brand activities, November 2018
              • What we think
              • Issues and Insights

                • Improve trustworthiness of short video advertising
                  • The facts
                    • The implications
                      • Figure 7: Tiktok ‘BOSS IDOL’ campaign, China, 2019
                      • Figure 8: Dior #Let’s Glow challenge on Tiktok, China, 2018
                    • Play the ‘lifestyle’ card
                      • The facts
                        • The implications
                          • Explore new digital advertising touchpoints
                            • The facts
                              • The implications
                              • The Consumer – What You Need to Know

                                • 3.4 hours spent online for leisure daily
                                  • Over half of respondents noticed ads on brand official WeChat/Weibo accounts
                                    • Banner ads on shopping websites are most likely to trigger purchase
                                      • Future life and unique lifestyles are consumers’ favourite advertising themes
                                        • Six in ten respondents are willing to share their location/address for online services
                                          • Lifestyle-positioning appeals to over half of respondents
                                          • Time Spent on Online Leisure

                                            • 3.4 hours online leisure time daily
                                              • Figure 9: Average time spent online for leisure and entertainment per day in the last three months, November 2018
                                            • Who spend more time?
                                              • Figure 10: Average time spent online for leisure and entertainment per day in the last three months, by demographics, November 2018
                                          • Influence of Advertising

                                            • Brand official accounts on social media most influential
                                              • Figure 11: Digital advertising noticed by consumers in the last three months, November 2018
                                            • Ads on video, short video and livestreaming platforms, which are more powerful?
                                              • Figure 12: Creative spot advertising in TV series ‘The Advisors Alliance’, China, 2017
                                            • Greater reach among younger ages
                                              • Figure 13: Digital advertising noticed by consumers in the last three months, by age, November 2018
                                            • Men lean towards ads on short video apps and live streaming sites
                                              • Figure 14: Digital advertising noticed by consumers in the last three months, by gender, November 2018
                                            • Lower tier city consumers are more receptive to ads on short video apps
                                                • Figure 15: Digital advertising noticed by consumers in the last three months, by city tier, November 2018
                                            • Perceptions of Advertising

                                              • Ads on shopping websites are most effective in triggering purchase
                                                • Figure 16: Perceptions of digital advertising, by advertising form, November 2018
                                              • Trustworthy is not enough to trigger purchase on brand official websites/accounts
                                                • Figure 17: Perceptions of digital advertising, by advertising form, November 2018
                                                • Figure 18: Alibaba WeChat H5 in flash text, China, 2018
                                                • Figure 19: Bestore WeChat H5 in interactive videos, China, 2017
                                              • Ads on short video apps are attractive but not trustworthy
                                                • Figure 20: Perceptions of digital advertising, by advertising form, November 2018
                                                • Figure 21: Perceptions of digital advertising – video ads by brands on short video apps, by age, November 2018
                                              • Bloggers trigger 20-24s to purchase
                                                • Figure 22: Digital advertising that triggers purchase, by age, November 2018
                                            • Favourite Advertising Theme

                                              • Explore alternative lifestyles through advertising
                                                • Figure 23: Favourite advertising theme, November 2018
                                                • Figure 24: Favourite advertising theme, by age, November 2018
                                              • Women like life stories; national pride resonates with men
                                                • Figure 25: Favourite advertising theme, by gender, November 2018
                                              • Parents are less likely to favour advertising featuring pets/animals
                                                • Figure 26: Favourite advertising theme, by parental status, November 2018
                                            • Precision Advertising

                                              • Willing to share information for convenience
                                                • Figure 27: Online behaviours – information sharing, November 2018
                                              • Lack of intention to spend extra effort on giving feedback
                                                • Figure 28: Online behaviours - shopping, November 2018
                                              • Older men are also likely to share their data
                                                • Figure 29: Online behaviours – authorising mobile apps to access GPS information, by gender and age, November 2018
                                            • Attitudes towards Brand Activities

                                              • Made in China can be a bonus point
                                                • Figure 30: Attitudes towards brand activities, November 2018
                                                • Figure 31: Chinese-style posters of Doctor Who, China, 2019
                                              • Lifestyle-positioning continues to win favour
                                                • Figure 32: Attitudes towards brand activities – have favourable attitudes towards the brand, 2017 vs 2018
                                                • Figure 33: Live fully with Omo campaign, China, 2017
                                                • Figure 34: Have favourable attitudes towards lifestyle brands, by demographics, November 2018
                                              • The pop-up culture needs a boost
                                                • Figure 35: Valentino Candystud Factory, China, 2018
                                              • It’s hard to resonate with 20-24s
                                                • Figure 36: Attitudes towards brand activities – have favourable attitudes towards the brand, by age, November 2018
                                            • Meet the Mintropolitans

                                              • More active online, even for entertainment
                                                • Figure 37: Average time spent online for leisure and entertainment per day in the last three months, by consumer classification, November 2018
                                              • Open to digital advertising, in terms of channels, formats and themes
                                                • Figure 38: Favourite advertising theme, by consumer classification, November 2018
                                              • Willing to share bloggers’ posts
                                                • Figure 39: Perceptions of ads on non-brand bloggers’ accounts, by consumer classification, November 2018
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviations

                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                • Market

                                                  Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                • Consumer

                                                  Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                • Brand/Company

                                                  Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                • Data

                                                  Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                Description