China online advertising market reached 73.87 billion yuan (US$10.76 billion), an increase of 33% YoY or 9.4% QoQ.
Search engine ads accounted for 27.8% of China’s online advertising market in Q3 2016, 5 percentage points lower compared to Q3 2015. E-commerce ads, the second largest category following search ads, accounted for 24.1% in Q3 2016.
Total revenues of China search engines reached 23.64 billion yuan with declined growth at 6.5% YoY; China search ads market increased 3.3% QoQ to 20.56 billion yuan.
China online video market reached 18.29 billion yuan, an increase of 62% YoY or 20.4% QoQ.
Advertising is the key part of China online video market revenues, accounting for 54.8%. The ratio of video payment by users in overall online video market increased from 18.2% to 19.3%.
Mobile video ads market revenues reached 6.25 billion yuan, an increase of 113.9% YoY or 22.6% QoQ. Mobile accounted for 62.3% of total online video ads market.