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.

Takeaways

• Short-form video ads prove particularly popular in China, with advertising revenue doubling between 2019 and 2020. The right opening is...