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Google Eyeing China Mobile Advertising Market
[October 11, 2012]

Google Eyeing China Mobile Advertising Market

SHANGHAI, Oct 11, 2012 (SinoCast Daily Business Beat via COMTEX) -- US search giant Google Inc. (NASDAQ: GOOG) attaches more importance to the Chinese mobile adverting market currently.

John Liu, president of it for the China region, said on October 10 that volume of mobile adverting requests in the market ranked No.5 around the globe in July this year and the growth in the past year reached up to 120 percent. The strong momentum would continue in the future and in order to well satisfy the demand, it would trigger a tailored strategy, providing internal-application advertising, mobile webpage adverting, mobile search adverting, and mobile video advertising.

With fast development of the mobile Internet, more users choose to surf on the Internet though mobile equipments including mobile phones, PSPs, and tablet PCs. And according to statistics by iResearch, the non-voice utilization time of smartphone users in the country is one hour per capita and the average monthly traffic of mobile terminal users is about 1G (including WiFi) per capita. Liu stressed that the Internet was changing by mobile terminals including smartphones and tablet PCs now.

Google acquired AdMob, the biggest mobile advertising platform in the world, for USD 750 million two years ago and in line with Liu, the platform saw volume of adverting requests hit four billion per day. It launched a new project in the British market this Monday and under the project, it will provide loans for corporate users in a bid to help the latter buy search adverting of it. Later, it will launch the service in the US market. Liu reiterated that the project was still in a trial operation and headquarters of it had not had a plan to launch it in the Chinese market till now. In line with industry observers, the aim for it to launch the project is to boost its own advertising business.


In the search market, it is challenged by not only Baidu, Inc. (NASDAQ: BIDU), the biggest search engine in the Chinese mainland, but also So.360.cn, a search engine launched by domestic online security and privacy protection service provider Qihoo 360 Technology (NASDAQ: QIHU). Qihoo 360 launched So.360.cn on August 16 this year and based on huge browser users, the search engine once seized 10 percent share in the market, overtaking Sogou.com and Soso.com to rank No.2 there. Baidu, the No.1, saw share price drop 5.7 percent later.

Data from Analysys International shows that Baidu and Google each seized 78.6 and 15.7 percent share in the Chinese search market in the second quarter of this year.

(USD 1 = CNY 6.30) Source: www.thebeijingnews.com (October 11, 2012)

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