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China Digital Ad Spending 2019

Slowing Economy, but Digital Spending Remains Strong

Digital Ad Spending 2019

Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

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About This Report
Despite a faltering economy and subdued growth across traditional media, total media ad spend in China will maintain strong growth on the back of increases in digital and mobile, where the top digital publishers will maintain their dominance.
Table of Contents

Executive Summary

Despite China’s economic slowdown—due in part to weaknesses in consumption and a trade war with the US—total media ad spending will increase 14.6% in 2019.

How much will advertisers in China spend on digital advertising?

We forecast that digital ad spending in China will grow 22.0% in 2019, accounting for 69.5% of paid media ad outlays. By 2021, digital advertising will reach another milestone, accounting for 75.6% of total spend.

How quickly will mobile advertising grow in China?

Ad spending on mobile will grow 25.7% in 2019; desktop/laptop will grow by 8.2%.

Which mobile platforms are important to digital marketers in China?

Social platforms are important for nearly seven in 10 marketers in China, according to an AdMaster survey, while half say video platforms are important. Ecommerce sites were right behind those two.

Will market leaders uphold their dominance in digital advertising?

Baidu, Alibaba and Tencent (collectively known as BAT), along with Sina and Sohu, will capture nearly two-thirds of digital advertising outlays in China this year. We project their share will remain stable until the end of our forecast period in 2021. However, in this fast-growing market, emerging players like ByteDance, and Meituan are starting to draw advertisers’ attention.

Will protection of digital privacy finally take root in China?

Data security scandals have shaken society’s trust in putting personal information in the hands of businesses. Last year, regulators in China put in place a law to protect personal information on the internet.

WHAT’S IN THIS REPORT? This report features our latest forecast for ad spending in China, including breakouts by media and company. It also examines the key trends and platforms in China’s ad market in 2019.

KEY STAT: In 2019, digital ad spending will grow 22.0% to $79.82 billion, which is 69.5% of total media ad spending.

What’s Inside:

This report explores ad spending in China, highlighting critical trends and influences. It includes our estimates for the following areas:

  • Total media ad spending
  • Digital ad spending
  • Mobile ad spending
  • Digital ad spending by format
  • Digital ad spending by device
  • Digital ad spending by company

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

8expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. China Total Media Ad Spending: eMarketer’s Forecast for 2019
  3. Digital Ad Spending
  4. Digital Advertising by Format
  5. Top Five Companies by Digital Ad Revenues
  1. Behind the Numbers: What’s Shaping China’s Digital Ad Market in 2019
  2. Challenges Ahead
  3. Getting Serious About Digital Privacy Protection
  4. What Will Digital Marketers Embrace in 2019?
  5. AI Powers Digital Advertising, but It’s Still Early Days
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read More
  4. Sources
  5. Media Gallery

Charts in This Report

Interviewed for This Report

Calvin Chan
Miaozhen Systems
Head of International Business Unit
Interviewed February 1, 2019
Humphrey Ho
Managing Director
Interviewed January 23, 2019
Grace Huang
Founder and CEO
Interviewed January 22, 2019
Ragnar Kruse
CEO and Co-Founder
Interviewed January 23, 2019
Eve Lo
Dentsu Aegis Network, China
Chief Consultant
Interviewed January 30, 2019
Ronen Mense
President and Managing Director, APAC
Interviewed January 28, 2019
Susana Tsui
Dentsu Aegis Network, China
Group CEO
Interviewed November 9, 2018
Holly Zheng
BlueFocus International
CEO and President
Interviewed February 4, 2019


Man-Chung Cheung


Oscar Orozco
Senior Forecasting Analyst
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