Etude sur la publicité en ligne en Chine 2006

Page5 II. Research Methods
Page5 Profile of iResearch Research on Internet Industry (Industry Research)
Page7 Development of Global Online Marketing
Page7 Development of Chinese Online Marketing Market
Page7 Development of Chinese Online Advertising Market
Page9 Development of Chinese Online Media
Page9 Chinese Online Advertisers
Page10 1. Development of Global Online Advertising
Page10 1.1 Development of Online Advertising in the United States
Page10 1.1.1 US Spending on Online Advertising by Quarters in Past Years
Page12 1.1.2 US Spending on Online Advertising Adopting Different Pricing Methods in 2006
Page13 1.1.3 US Spending on Online Advertising in Different Forms in 2006
Page15 1.2 Development of Online Advertising in Japan
Page15 1.2.1. Japan¡¯s Spending on Online Advertising in Past Years
Page16 1.2.2 Share of Online Marketing in Overall Advertising Market of Japan
Page17 2. Analysis of China¡¯s Online Marketing Market
Page17 2.1. Size of China¡¯s Online Marketing Market
Page18 2.2. Size and Share of Segments of Chinese Online Advertising Market
Page20 2.3 Share of Kinds of Advertisements in the Online Advertising Market
Page21 2.4. Share of Major Operators in the Online Advertising Market
Page21 3. Analysis of the Whole Chinese Advertising Market
Page21 3.1 Market Size of Chinese Advertising Market in 2006
Page22 Size of China¡¯s Advertising Market in 1988-2006
Page24 3.2. Proportion of Online Marketing Spending in Overall Advertising Spending in 2001-2006
Page25 4. Development of Chinese Online Advertising Market in 2006
Page25 4.1 Spending on Online Advertising
Page25 4.1.1. Market Size of China¡¯s Online Advertising Market in 2006
Page26 4.1.2. Comparison of Spending on Online Advertising by Quarters in the 2001-2006 Period
Page27 4.2. Online Advertisers in China
Page27 4.2.1 Number of Online Advertisers in China during 2001-2006
Page29 4.2.2 Number of Online Advertisers by Months in 2006
Page30 4.3. Analysis of Segments of China¡¯s Online Advertising Market
Page30 4.3.1. Shares of Each Industry in China¡¯s Spending on Online Advertising in 2006
Page31 4.3.2. Comparison of Major Industries’ Spending in the 2001-2006 Period
Page32 4.4 Analysis of Regional Development of Online Advertising
Page32 Analysis of Spending on Online Advertising by Regions in 2005-2006
Page34 4.5. Analysis of Use of Online Advertising in Different Forms in 2006
Page36 4.6 Analysis of Development of RichMedia Online Advertising
Page36 4.6.1 Development of RichMedia in 2006
Page37 4.6.2 Change of Broadcasting Times of HDT RichMedia AD in Past Years
Page38 4.6.3 Change of Click-through-rate (CTR) of HDT RichMedia AD in Past Years
Page39 4.6.4. Change of Broadcasting of Different Forms of HDT RichMedia AD
Page40 4.6.5 Change of Number of Advertisers of HDT RichMedia AD in Past Years
Page41 5. Development of Chinese Online Media in 2006
Page41 5.1 Online Advertising Revenue of Online Media in 2006
Page41 5.1.1 AD Revenue of Chinese Online Media Carriers
Page41 5.1.2 Change of AD Revenue of Chinese Online Media in Past Years
Page43 5.1.3 Number of Advertisers of Major Online Media in 2006
Page44 5.1.4 Top 10 Media of 2006 by Online Advertising Revenue
Page45 5.2 Share of Portals in Online Advertising Market
Page46 5.3 Online Advertising Revenues of Top 3 Portals during 2001-2006
Page47 5.4 Shares of Top 3 Portals in Online Advertising Market during 2001-2006
Page48 5.5 Development of Major Types of Media in 2006
Page48 5.5.1 Development of Integrated Portals in 2006
Page50 5.5.2 Development of News Portals in 2006
Page52 5.5.3 Development of Financial Websites in 2006
Page54 5.5.4 Development of IT Websites in 2006
Page56 6. Online Advertisers and AD Spending in 2006
Page56 6.1 Advertisers in IT Industry and AD Spending
Page56 Chart 6-1 Ranking of Advertisers in IT Industry by AD Spending
Page58 Chart 6-2 Ranking of IT Media by AD Revenue
Page60 Chart 6-3 Ranking of IT Media by the Number of Advertisers
Page62 Chart 6-4 Ranking of IT Products by AD Spending
Page64 6.2 Advertisers in Real Estate Industry and AD Spending
Page64 Chart 6-5 Ranking of Advertisers in Real Estate Industry by AD Spending
Page66 Chart 6-6 Ranking of Media by Revenue from Real Estate Advertising
Page68 Chart 6-7 Ranking of Media by Real Estate Advertisers
Page70 Chart 6-8 Ranking of Sub-industries of Real Estate Industry by AD Spending
Page72 6.3 Advertisers in Communications Industry and AD Spending
Page72 Chart 6-9 Ranking of Advertisers of Transportation Industry by AD Spending
Page74 Chart 6-10 Ranking of Media by Spending on Advertising for Transportation
Page75 Chart 6-11 Ranking of Media by Number of Advertisers in Transportation Industry
Page77 Chart 6-12 Ranking of Sub-industries of Transportation Industry by AD Spending
Page79 6.4 Advertisers in Communications Industry and AD Spending
Page79 Chart 6-13 Ranking of Communications Advertisers by Spending
Page81 Chart 6-14 Ranking of Media by AD Spending on Communications
Page83 Chart 6-15 Ranking of Media by Number of Advertisers in Communications Industry
Page84 Chart 6-16 Ranking of Sub-industries of Communications Industry by AD Spending
Page86 6.5 Advertisers in Web Service Sector and AD Spending
Page86 Chart 6-17 Ranking of Websites by Spending on Online Advertising
Page88 Chart 6-18 Ranking of Websites by AD Spending
Page90 Chart 6-19 Ranking of Websites by Number of Advertisers in Web Service Sector
Page92 Chart 6-20 Ranking of Sub-industries of Web Service Industry by AD Spending
Page94 7. Analysis of Online Advertising Agencies in 2006
Page95 Major Online Advertising Agencies in 2005-2006
Page97 8. Analysis of Netizens’ Recognition of Online Advertising
Page97 8.1 Netizens’ Contact with Media
Page97 8.1.1 Share of Users Having Frequent Contact with Various Advertising Media in Recent Year
Page98 8.1.2 Types of Advertising Media Users Believe to Be Most Influential on Their Consumption Behavior
Page99 8.1.3 Share of Time Users Spend Looking Through Online Advertisements Every Day
Page100 8.1.4 Three Most Impressive Brands for Users in the Past Year
Page100 Three Most Impressive Brands for Chinese Users in 2006
Page101 8.1.5 Media Channels through which Users First Glimpse at *Brands
Page102 8.1.6 Media Channels through which Users Glimpse at *Brands Frequently
Page103 8.2 Users’ Contact with Online Advertisements
Page103 8.2.1 Types of Online Media Users Frequently Look through Online Advertisements
Page104 8.2.2 Users’ Acceptance of Varieties of Online Advertisements
Page105 8.2.3 Users’ Attention to Varieties of Online Advertisements
Page106 8.2.4 Users’ Click of Online Advertisements They are Interested in
Page107 8.2.5 Reasons Why Users Click Online Advertisements
Page108 8.2.6 Reasons Why Users Don’t Click Online Advertisements
Page110 8.2.8 Users’ Obtaining of Required Information after They Click Online Advertisements
Page111 8.2.9 Information Users Want to Acquire the Most by Clicking Online Advertisements
Page112 8.3. Analysis of Preference for Online Advertisements
Page112 8.3.1 Factors Prompting Users to Focus on Internet Advertisements
Page113 8.3.2. Picture Advertisements Most Appealing to Users
Page114 8.3.3. Picture Advertisements Most Annoying to Users
Page115 8.3.4. Users’ Attitude towards Influence of Online Advertisements on Consumption
Page116 8.3.5. Whether Online Advertisements Stimulate Users to Purchase
Page117 9.1.1 Share of Online Marketing in Past Year
Page119 9.1.3 Reasons why Companies Don’t Conduct Online Marketing
Page120 Figure 9-4 Forms of Online Marketing Activities Companies Have Chosen
Page121 9.1.5 Companies’ Satisfaction towards Online Marketing
Page122 9.2 Analysis of Companies’ Use of Online Marketing
Page122 9.2.1 Total Time Companies Broadcast Online Advertisements on Websites of Media
Page123 9.2.2 Companies’ Spending on Online Advertising in Recent One Year
Page124 9.2.3 Companies’ Evaluation of Effect of Online Advertising
Page124 .2.4 Companies’ Budget on Online Advertising in the Following Year
Page126 9.2.5 Factors Companies Take into Account when Choosing Online Advertising
Page128 Industry Prospect
Page130 Appendix 1: Types and Quantity of Monitoring Media
Page130 1.1 Portal Monitoring Media
Page130 1.2 IT Advertisement Monitoring Media
Page131 1.3 Financial Website Monitoring Media
Page131 1.4 Local Website Monitoring Media
Page131 1.5 Real Estate Website Monitoring Media
Page132 1.7 Living Service Website Monitoring Media
Page132 1.8 New Website Monitoring Media
Page133 Legal Statement
Page133 Company Website/Free Information
Page133 Chinese Research Website: http://www.iresearch.com.cn
Page133 Chinese Media Website: http://www.iresearch.cn
Page133 English Research Website: http://english.iresearch.com.cn
Page133 Paid Services
Page133 Survey of Chinese Netizens: http://www.iusersurvey.com
Page133 Monitoring of Online Advertising: http://www.iadtracker.com
Page133 Research of Netizen Behaviors: http://www.iusertracker.com
Page133 Network Media Ranking: http://www.iwebchoice.com
Page133 Online Ad Recommendation: http://www.iadchoice.comPour commander un exemplaire de cette étude,
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