The top 20 companies accounted for 23.6% of total full media ad spending during the Q1-Q3 period. Internet companies debuted in the top 20 ranking of full media in H1 2018. Tmall, JD Mall, Coco-Cola, Suning, Xiaomi, Apple, Huawei, and Tencent were among the list of top buyers.
By comparison, some emerging internet retailers paid attention to location-based media. For example, Luckin Coffee mainly delivered ads on TV, elevator TV, elevator post, and theatre video. 73% of its ad spending came to elevator TV.
Bliss Cake, an O2O e-commerce birthday cake brand, saw spending growing at 579% in full media ad. 64% of its spending came to elevator post. It almost covered every channel except magazine and transportation video.
The top 20 brands accounted for 17.8% of overall full media ad spending. Hongmao, Tongyitang, and Gehong were the top three players. JD Mall still held a position in the ranking with a growth of 4.5% while Tmall stopped at 21st. All ranked brands saw p...
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