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Short video is now more attractive than news sites for online advertisers in China

The growth in China’s quick video business seems to be paying off for platforms, with video websites drawing in additional internet marketing income than information platforms final yr.

Video websites have been the third highest-grossing platforms in 2019 with 12.5% of the market share, after e-commerce and search engine websites which took up 35.9% and 14.9% respectively, in response to the report by Interactive Advertising Laboratory in Zhongguancun.

Information websites, which have been third place within the earlier yr’s report, fell to the fourth spot with 11.8% of internet marketing income.

Among the many high 4 classes, search engine websites have been the one ones that noticed its market share shrink. In 2018, search engine websites accounted for 21% of the market.

The rise in internet marketing on video websites comes at a time of progress for the quick video business. Douyin, the Chinese language model of world viral video app TikTok, recorded day by day energetic customers of over 400 million in January, up from 250 million from a yr earlier than. Its rival Kuaishou, the nation’s second-largest quick video platform, had 200 million day by day energetic customers as of Might 2019 and has set a goal of 300 million by February.

Internet advertising income of video platforms grew 43% from the earlier yr, greater than the annual progress of 18% throughout platforms. Complete progress for internet marketing income was decrease than the 24% in 2018 as a consequence of China’s financial slowdown, the report said.

Meals and beverage makers spent essentially the most on internet marketing, adopted by firms within the private care and child care sectors.

Alibaba, ByteDance, Baidu, Tencent and JD.com led the pack when it comes to securing advertisers. The highest 10, which additionally included Meituan Dianping, Sina, Xiaomi, Qihoo 360 and 58.com, accounted for a mixed market share of almost 95%, up 2 proportion factors from the earlier yr, in response to the report. – South China Morning Submit

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