mobile ad purchase intent

Mobile ads have highest impact on purchase intent in China

mobile ad purchase intent

OMD’s recently published Dive Mobile report analyzes consumer sentiment towards mobile advertising based on a survey of 450 respondents across seven first through third-tier cities. Overall, Chinese netizens were annoyed by mobile advertising (89%), but overwhelmingly saw the necessity for their placement (94%). With marketers increasing their mobile spends on the mainland, the report provides valuable insight into consumer desire for ads containing practical information while they access their smartphones on the go. Mobile ads may very well be worth the investment as consumers ranked it as the most influential advertising platform for purchase intent (38.7%), ahead of PCs (30%) and tablets (23%). WeChat minisites (weizhan) may provide an ideal platform for brands to provide practical information and utility to consumers – a great example of which can be found in Adidas’ group-fitness WeChat tracking app, launched in support of their women’s activewear line. [OMD]

浩腾媒体发布的中国社交媒体调研报告DIVE SOCIAL,分析了消费者对于移动端广告的购买意向。此调研来自于450位遍布一、二、三线城市的网民,其中有89%的受访者表示对移动端的广告感到厌烦,却有高达94%坦承移动广告是不可或缺的。在eMarketer点出中国移动端广告消费投入的高涨时,这项研究结果说明了对消费者有意义的移动广告是能达到预期效果的。综观来说,有38.7%消费者最容易被智能手机上的广告所吸引、30%来自于个人电脑及23%源于平板。在微信快速发展并融入消费者生活的今天,微站不仅仅提供了消费者有用的信息,更为品牌主们建立了一个理想的沟通渠道。以阿迪达斯为例,阿迪达斯为成功打入女性受众团体,大力邀请田馥甄做为其Adigirls的代言人,并创建Adigirls微信号(微站),为女性消费者贴身打造一个以健身为目的交流平台。[OMD]


China consumers voice their preferences for WeChat Moments ads


Tencent’s Business Analysis Group has recently released data and insights derived from a survey of 6,215 users about sentiment towards advertising on WeChat Moments – coinciding with the recent launch of their sponsored in-feed advertising product. Advertising on Moments will be a huge boon for as it will immediately address the primary challenges marketers face on WeChat, allowing them to reach large, targeted audiences and capture meaningful statistics for ROI analysis. The good news for brands is that Chinese consumers appear aligned with marketer’s goals as they seek advertising that is relevant, engaging, and which will lead to attractive conversion opportunities. [Tencent]

  • 23.8% prefer ads relevant to their personal interests
  • 23.3% prefer ads for promotional activities
  • 22.7% prefer ads with coupons or vouchers
  • 18.5% prefer engaging ads from leading brands
  • 13.1% prefer ads with O2O promotions
  • 12.7% prefer ads promoting WeChat official accounts
  • 5.2% prefer promotional sales ads from ecommerce sites
  • 3.6% prefer ads recommending mobile apps



  • 23.8%的用户希望收到与自己相关的广告
  • 23.3%的用户希望收到可参与优惠的活动广告
  • 22.7%的用户希望收到可领微信红包的福利广告
  • 18.5%的用户希望收到优质的大品牌主广告
  • 13.1%的用户希望收到生活服务类O2O广告
  • 12.7%的用户希望收到微信公众号推广广告
  • 5.2%的用户希望收到购物指导类电商广告
  • 3.6%的用户希望收到应用推荐下载类广告



China digital ad spending to top $30b this year surpassing the rest of APAC combined

Breakdown of digital ad spending by country in Asia Pacific for 2014-2018

This chart from GO-Globe’s infographic entitled “Online Advertising in Asia Pacific – Statistics and Trends” shares some forecast figures for the digital ad market in the region over the next four years. China was already the largest digital advertising market by a wide margin in 2014 with $23.7b in spending, outpacing Japan in second place with $9.07b. China digital ad spending is on pace to grow 30% this year to $30.81 due in no small part to the explosive growth in China’s mobile advertising sector which will contribute almost $8b alone in 2015. [GO-Globe]

GO-Globe发布了亚太地区线上广告支出数据图“Online Advertising in Asia Pacific-Statistics and Trends”分享了对未来四年的一些关于数字广告市场的预测。2014年,中国以237亿美元作为最大的数字广告市场,远超排名第二的日本90多亿,伴隨著中国移动广告蓬勃發展的支持下,今年的线上广告支出预计将以30%的增幅到达308亿美元,其中手机端的广告将贡献近80亿的支出。[GO-Globe]

resonance_media spend 2015

China online advertising to grow 33% in 2015 fueled by ecommerce spending.

resonance_media spend 2015

This chart from GroupM’s “This Year, Next Year: China Media Forecasts,” captures media spending trends for this year and 2015. Overall, total media spending is projected to increase 11% in 2015 to reach RMB 525 billion which reflects an uptick in consumer confidence compared to 9.8% growth in 2014. Not surprisingly, Internet spending will see the largest increase in spending next year at 33%, with the largest proportion of budgets going to search ads on ecommerce websites – which reflects their emergence as a primary starting point for the online consumer journey. [GroupM via Kantar]

這個來自GroupM 發佈的“今年,明年: 中國媒體的預測”中的圖表摘要了中國媒體今年和2015年的消費趨勢。合計的媒體消費預計將在2015年增長至11%達到525億人民幣,反映了消費者信心的增加相較2014年9.8%的增長率。互聯網消費將會在接下來一年增長至33%, 其中電商網站的搜索廣告佔據了互聯網消費的最大比率,此跡象表明了媒體著重于在綫消費者歷程的起始點。[GroupM via Kantar]


Which mobile advertising formats are the most effective in China?


This infographic created from PwC’s recently published report “Mobile Advertising in China,” highlights the differences in global consumer preferences when it comes to interacting with brands on mobile platforms. When compared to the U.S. (12%) and the U.K. (20%), video was the preferred ad format by a wide margin in China (36%), reflecting Chinese consumers’ adoption of smartphones as a “first screen” for the consumption of premium content that is almost always ad-supported. Coupons follow close behind as a preferred ad format and speaks to Chinese consumers’ affinity for value as well as their willingness to make purchases through their smartphones. [PwC via Campaign Asia]

普华永道中国在2014年5月发表了移动广告在中国的调查报告,数据显示移动广告方面左右消费者偏好的基本因素。跟英、美两国相比,对中国消费者而言,视频(36%)及优惠券(33%)这两种形式的广告投放显然是最受欢迎的移动广告方案,这归功于中国手机用户的高值黏度及移动端消费的习惯。[PwC via Campaign Asia]


WeChat, O2O, and Social CRM at the forefront for China digital marketers in 2014.


This chart generated from the 2014 China Digital Marketing Report published by Hylink Digital Marketing Research (HDMR), captures the views of 30 China marketing professionals surveyed about the current digital advertising environment. WeChat’s impact is readily apparent as the platform attracting the most attention in 2014, but also of note is the rising importance of O2O and social CRM. As Weibo crests in popularity and effectiveness, WeChat has shifted brand’s focus towards creating a 1-to-1 relationship with consumers and driving consumers to increasingly immersive offline experiences and conversion opportunities. [HDMR via China Internet Watch]

华扬数字营销研究院访问了国内的30位广告高管,以期了解中国数字化 广告的发展情况。不出所料, 微信已获得大多数广告主的青睐, 以作为线 上线下的连接窗口以及一对一的客服中心。[HDMR via China Internet Watch]

resonancechina_Internet company's ad revunue comparison

Baidu dominates China online advertising market.

From Tech Web: China Venture has released an online marketing report which is based on the published data of Chinese majority listed Internet companies. Checking the infographic we will see that among the listed companies, Baidu’s ad revenue tops and the amount is much more than the others; meanwhile, the increase speed also keeps relatively high. The amount of Tencent has been ranked as 3rd place, but we notice that the ad revenue has only occupied 8% of its total revenue (check the smaller chart) while ad revenue of Baidu equals 99% of the total revenue. Though the amount of Qihoo360 is only 26 million USD, its increase speed is the highest.

来自Tech Web:金融信息服务机构投中集团根据国内主要互联网上市公司公布的财务数据制作了一份互联网广告市场的分析报告。图表表明,在所有列出的互联网公司广告收入中,百度占据首位,且其数额远远超过其他公司,增长速度也不弱。腾讯的广告收入位居第三,但是我们发现广告收入只占了腾讯总营收的8%,而百度的却占了总营收的99%。奇虎360的广告收入额虽然只有2600万美元,但其增长速度确实所有公司中最快的。

resonance_chinese digital

China’s Digital Preferences.

From Synovate China Media Atlas; measurement of China’s top media channels.

Clear preference for digital via internet and mobile. TV continues to hold on, but expect this to decrease as future generations split their time across engaging digital medium vs. passive TV entertainment.