Hong Kong – The online display advertising market in China jumped by 14% in the third quarter of 2007, reaching RMB 2.6 billion ($US348 million), with total online ad revenues for the year to date topping $885 million. That’s according to the latest AdRelevance report from Nielsen Online, which tracks and analyses online advertising, industry trends, advertiser activities and campaigns.

The online display ad market was worth $228 million in the first quarter and $308.2 million in the second quarter, and, in September alone, it peaked at $134 million. Sail Ma, Analytic & Research Director, Nielsen Online, Greater China and Southeast Asia, expects the market to surge to $402.4 million in the fourth quarter.

Ma added, “The online advertising market in China is booming and catching up fast with advertising in traditional media. Judging by its current growth rate, we anticipate that the year will finish not only achieving double-digit growth in online advertising, but also reaching RMB 10 billion ($US1.34 billion) in value terms.”

The cumulative number of advertisers and campaigns for the year to date was 2,661 and 19,049 respectively. Automobile, IT/Electronics, FMCG and Finance were the top four contributing sectors and accounted for more than 60% of the online market. The top 50 advertisers accounted for 47% of the total online advertising market, and 31% of campaigns.

The report predicts there will be more integrated marketing this quarter as recent case studies are proving the efficiency of cross-media marketing, and holiday and new-year consumption will drive online ads for related products in the lead up to the 2008 Beijing Olympics.

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