iResearch just published China Ecommerce Online Marketing Advertising Report 2012-2013, which showed that China Ecommerce online advertising market reached 22.59 billion yuan (USD 3.68 billion) with 88.1% YoY increase in 2012.

In 2012, ecommerce enterprises which joined platforms (including Taobao, Tmall and others) online advertising occupied 77% market share, and it was expected to keep growing in the next four years.

In 2012, independent ecommerce enterprises’ online advertising market (including search engines, portal sites) reached 5.17 billion yuan (USD 843 million).

Online advertising market of ecommerce enterprises which joined platforms (including Taobao, Tmall and others) reached 17.42 billion yuan (USD 2.84 billion) in 2012.

China online advertising market in 2012 reached 75.31 billion yuan (USD 12.28 billion), growing 46.8% more than 2011.

In 2012, China total online shopping transaction reached 1.304 trillion yuan (USD 212.6 billion), with 66.2% YoY increase. It occupied 6.2% share in total retail sales of social consumer goods.

In 2012, search engines remained the top of online advertising market share, with 35%. Content networks rose to the second place with 20%. Brand ads dropped the third with 19%, and navigation sites market share decreased by 8% in 2012.

Ecommerce enterprises online display advertising reached 9.5 billion yuan (USD 1.55 billion), dropping 20.7% compared to 2011.

And the online display advertising  time dropped 9% in 2012 to 613,000 days. After the outbreak in 2010, advertising time kept decreasing in 2011 and 2012.

Chine ecommerce enterprises liked to advertise on portal websites, with 51% in 2012. IT sites, news and social websites were all growing fast.

Overview of Online Display Market

In Nov 2012, there were 10079 advertising projects, 2455 advertisers and 22094 creatives, declining for 18.9%, 24.4% and 23.3% respectively when compared with the same period in 2011.

The Value Estimation of China Online Display Market

It was estimated that the online display market reached approximately 1.7 billion yuan (USD0.27 billion) in 2012, declining by 19.4% compared with the same period in 2011.

Top 100 advertisers occupied 81% of the overall market share with the ads value estimation of 1.38 billion yuan (USD0.22 billion).

Still, the top 100 online medias occupied the majority of the market share and the ads value estimation reached 1.69 billion yuan (USD0.27 billion) in Nov 2012.

Top 10 Advertising Categories in Online Display Ads Market

Among the top 10 advertising categories, automakers, retailing and FMCG represented the top 3, growing for 70%, 5.7% and 40.7% respectively compared with last month.

Top 10 Advertisers in Online Display Market

In the list of top 10 advertisers in online display market in Nov 2012, Alibaba, Ping’an Insurance and VW ranked top 3.