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United StatesDigital Ad Spending, China
Digital Ad Spending, by Format
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Overall
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Digital Ad Spending
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Digital Ad Spending, per Internet User
by Company
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Digital Ad Revenues, by Company
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Digital Ad Revenue Penetration, by Company
by Device
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Digital Ad Spending, by Device
by Format
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Digital Ad Spending, by Format
by Transaction Method
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Programmatic Digital Display Ad Spending
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Programmatic Digital Display Ad Spending, by Device
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Real-Time Bidding (RTB) Ad Spending
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Jump to Source Comparisons Below

Digital Ad Spending in China, by Format

Timeframe20222023202420252026
Display*
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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– Video
— billionsMaximum of two rows can be charted.
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— % changeMaximum of two rows can be charted.
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— % of total digital ad spendingMaximum of two rows can be charted.
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Search**
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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Classified
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of total digital ad spendingMaximum of two rows can be charted.
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Total
– billionsMaximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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Source: eMarketer

Note: All years converted to US dollars using average 2021 exchange rates; includes advertising that appears on desktop and laptop computers as well as mobile phones, tablets and other internet-connected devices, and includes all the various formats of advertising on those platforms; excludes SMS, MMS and P2P messaging-based advertising; excludes Hong Kong; *banners (static display), rich media, sponsorships, video (including advertising that appears before, during or after digital video content in a video player); **paid listings, contextual text links and paid inclusion

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, and consumer media consumption trends.

Comparative Estimates from Additional Sources:

Display ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
Show Notes

Display ad spending growth, China

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
Show Notes

Video ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
Show Notes

Video ad spending growth, China

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
Dentsu Aegis Network,March 2020
Show Notes

Search ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
iResearch Consulting Group,July 2019
Zenith,December 2019
Show Notes

Search ad spending growth, China

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
iResearch Consulting Group,July 2019
Zenith,December 2019
Dentsu Aegis Network,March 2020
Show Notes

Search ad spending (% of total digital ad spending), China

Sources2020202120222023202420252026
eMarketer,October 2022
Dentsu Aegis Network,March 2020
Show Notes

Classified ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
Show Notes

Classified ad spending growth, China

Sources2020202120222023202420252026
eMarketer,October 2022
PricewaterhouseCoopers (PwC),June 2018
Zenith,December 2019
Show Notes

Digital ad spending, China, billions

Sources2020202120222023202420252026
eMarketer,October 2022
iResearch Consulting Group,August 2019
PricewaterhouseCoopers (PwC),June 2018
China Advertising Association,August 2019
Zenith,December 2019
International Data Corporation (IDC),December 2019
Show Notes

Digital ad spending growth, China

Sources2020202120222023202420252026
eMarketer,October 2022
iResearch Consulting Group,August 2019
PricewaterhouseCoopers (PwC),June 2018
China Advertising Association,August 2019
Zenith,December 2019
Dentsu Aegis Network,March 2020
Show Notes
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