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14 January 2021
Video platforms overtake search in Chinese advertising revenue
E-commerce & mobile retailOnline & digital newspapersGreater China
Video platforms now attract almost one-fifth (18.2%) of Chinese online advertising revenue, overtaking search to be the second-largest category, according to research led by Zhongguancun Interactive Marketing Laboratory.
Why it matters
Emerging platforms like Kuaishou and Douyin attracted a significant number of users in 2020 and this latest research shows advertisers are increasingly attracted to video platforms like these as a means to reach digital audiences. This is coming at the expense of more established online formats like search.