Lo­cal me­dia groups chase ad rev­enue

China Daily (Canada) - - VIEWS - By SHI JING in Shang­hai shi­jing@chi­nadaily.com.cn

Chinese me­dia own­ers, es­pe­cially the in­ter­net ones, are quickly catch­ing up with their international coun­ter­parts in terms of ad­ver­tis­ing in­come.

Ac­cord­ing to the Top 30 Global Me­dia Own­ers re­port re­leased by re­turn-on-in­vest­ment agency Zenith, Shen­zhenTen­cent Hold­ings Ltd saw its ad­ver­tis­ing rev­enue soar 697 per­cent be­tween 2012 and 2016, com­ing only sec­ond to Twit­ter Inc’s 734 per­cent growth and dis­lodg­ing Face­book Inc. Search en­gine Baidu Inc’s ad­ver­tis­ing in­come grew 190 per­cent dur­ing the pe­riod.

Zenith has been pub­lish­ing the list since 2007. The list this year is based only on me­dia own­ers’ ad­ver­tis­ing rev­enue, ex­clud­ing rev­enues from all other ac­tiv­i­ties.

Three Chinese me­dia own­ers en­tered the top 30 list, in­clud­ing Baidu, Ten­cent and China Cen­tral Tele­vi­sion, which came in fourth, 14th and 20th, re­spec­tively. With that, China claimed the sec­ond­num­ber of me­dia own­ers in the rank­ing, only sec­ond to the United States.

The United States dom­i­nates the list, with 20 of the com­pa­nies. Google Inc’s par­ent com­pany Al­pha­bet Inc, to­gether with Face­book, took the first two po­si­tions.

Global in­ter­net ad­ver­tis­ing is seen grow­ing 13 per­cent to reach $205 bil­lion in 2017, tak­ing up 36.9 per­cent of all ad­ver­tis­ing ex­pen­di­ture.

So­cial me­dia ad­ver­tis­ing is the fastest-grow­ing com­po­nent of in­ter­net ad­ver­tis­ing, in­creas­ing by 51 per­cent in 2016.

Jonathan Barnard, head of fore­cast­ing at Zenith, said that the in­ter­net ad­ver­tis­ing plat­forms were ac­tu­ally “set­ting the pace for global ad­spend growth” at present.

Chinese me­dia own­ers are pac­ing the global trend, with two of the three com­pa­nies in­cluded in the rank­ing be­ing in­ter­net com­pa­nies.

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