According to Enfodesk’s report, in the first quarter of 2014, Baidu accounted for 32.2% China online advertising market, followed by Alibaba with 17.3% share. Google China ranked the third with 5.2% market share.

Enfodesk regarded Baidu kept its leading place in Q1 2014, Baidu’s highly competitive because of its brand effect and technology innovation. Besides product research and development, Baidu also announced verified accounts with Consumers’ Association of China to boost the healthy development of search engine ecosystem.

Alibaba’s the second largest online advertising market player in China, Alimama and its RTB advertising system became mature. Advertisers’ recognition of Alibaba’s RTB system gradually improved, Alibaba had cutting-edge advantage in RTB system.

However, Google China’s market share kept shrinking over the years. Its Q1 market share was merely 5.2%, and the difference with Tencent’s market share was decreasing. In the near future, Tencent will replace Google China to be the third advertising platform in China. Meanwhile, Qihoo 360’s performance was excellent, surpassed Youku and Tudou and narrowed its gap with Sina.

In Q1 2014, five big portal websites which are Tencent, Sohu, Sina, NetEase and ifeng together accounted for 13.5% market share. Vertical media was growing fast, video, real estate and auto were the main stream vertical media websites. In online video market, Youku and Tudou’s market share dropped to 2.3% due to seasonal factors, and other video websites such as Sohu were strong competitors of Youku and Tudou.

Alimama, an Alibaba marketing platform, held a meeting to discuss big data’s influence on marketing transform in Hangzhou on March 20 in 2014.

See Alimama’s introduction here.

According to the general manager of Alimama, it was going to build a marketing system centered on DMP (Data Management Platform) in 2014, improving enterprises’ data usability more effectively. Precision marketing brought by big data would optimize media advertising value continuously.

Alimama is the biggest open marketing platform in China. General manager Wang Hua believed Alimama could compete with Google in marketing, DMP helped Alimama achieved more than Google in the comprehensiveness of data and diversities in marketing systems.

Alimama was building the biggest marketing ecosystem in the world which would link data from online shopping, map, online community behavior, weather, mobile behavior and third-party DSP together.

It aimed at helping brands to integrate online data with offline CRM to completely monitor customer’s behavior, reaching them more precisely.

“Google does not have the advantage in big data linking,” stated by Chen Jie, Chief Analytics Officer from Acxion, “Google only has display ad and search ad big data, but it can not collect data from online shopping, daily life, and social networking. Data collected from a single medium could not help brands to solve problems.”

Case Study

In October 2013, Buick Regal analyzed consumer behavior data and favorites sharing information and found a connection point that excited consumers most. It attracted 25,000 consumers to try on Buick Regal in two weeks, hitting a new record.

Video and Wireless Will Be Main Current

In 2014, Alimama will focus on developing video and wireless resources, wireless marketing will be integrated into games, weather, food, and drink and photo apps without interfering with consumers. Alimama becomes a crucial link in Alibaba’s O2O wireless marketing plan.

Alimama wants to build a technology-driven big data marketing ecosystem, making more people use and share data, therefore, achieving media advertising value and brand marketing effect.