China Online Advertising & Search 2011

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CHINA ONLINE ADVERTISING & SEARCH

Shanghai, China | January 2012

2011 China Online Advertising & Search - www.them.pro 22012-01-31

TABLE OF CONTENT |

CHINA INTERNET ECONOMY Revenue Breakdown

CHINA ONLINE ADVERTISING MARKET Revenue Breakdown Advertisers & Ads

CHINA SEARCH ENGINE MARKET Revenue Market Share

LIST OF SEARCH ENGINES IN CHINA

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CHINA ONLINE ADVERTISING & SEARCH | SUMMARY

China Internet Economy Market Revenue: 62 billion Yuan (2011 Q2) Growth: +78% from 2010 Q2

China Online Advertising Market Revenue: 52 billion Yuan (2011) Growth: +57% from 2010

China Search Engine Market Revenue: 19 billion Yuan (2011) Growth: +70% from 2010



CHINA INTERNET ECONOMY | REVENUE

2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q20

10

20

30

40

50

60

70

30.835

40.444.5

52.3

62.2

China Internet Market Revenue (2010-2011) Billion Yuan

Source: iResearch, July 2011



China Internet Market Breakdown (2010-2011)

CHINA INTERNET ECONOMY | BREAKDOWN

2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2

29.8% 31.6% 34.0% 36.4%43.3% 43.9%

13.1%14.9% 14.3% 13.6%

10.3% 10.7%24.3% 21.8% 21.2% 20.3% 17.6% 15.2%

6.2% 7.7% 7.7% 7.5% 6.1% 7.0%

14.6% 11.5% 10.5% 11.8% 12.3% 12.5%

12.0% 12.5% 12.3% 10.4% 10.4% 10.7%

OthersMobile InternetSearch EngineOnline GamingOnline DisplayE-Commerce




CHINA ONLINE ADVERTISING | REVENUE

2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e0

20406080

100120140160180200

6.1 10.6 17 20.732.5

51.2

79.1

107.1

142.7

187.3

China Online Advertising Revenue (2006-2015) Billion Yuan

Source: iResearch, January 2012



CHINA ONLINE ADVERTISING | REVENUE

2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q20

2

4

6

8

10

12

6

7.98.9 9.4

8.6

11

China Online Advertising Revenue (2010-2011) Billion Yuan




China Online Advertising Breakdown (2010-2011)

CHINA ONLINE ADVERTISING | BREAKDOWN

2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2

46.0% 42.4% 40.0% 39.5% 37.9% 34.5%

32.2%34.0% 35.0% 35.6% 37.5%

39.4%

7.4% 7.4% 7.4% 6.8% 7.7% 7.4%

4.8% 6.3% 7.1% 6.9% 6.5% 7.2%

3.0% 4.0% 4.4% 4.3% 3.7% 5.1%6.6% 5.9% 6.1% 5.9% 6.7% 6.4%

OthersVideoRich mediaVertical searchSearch engineOnline display




CHINA ONLINE ADVERTISING | ONLINE ADVERTISERS

38.3%

13.9%11.8% 11.4%

3.7% 3.1% 2.9% 2.0% 1.8%

11.1%

China Online Advertisers (2011 H1)

Source: CNNIC, July 2011



CHINA ONLINE ADVERTISING | ONLINE ADS

40.1%36.4%

28.8% 28.4% 28.4%25.9%

21.9%19.3% 18.4%

9.4% 9.4%

China Most Viewed Online Ads (2011 H1)

Source: DCCI, July 2011



CHINA SEARCH MARKET | REVENUE

2005 2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015e0

102030405060708090

100

0.9 1.4 2.9 5 7 1118.8

28.3

42

61.3

87.6

China Search Engine Market Revenue (2010-2011) Billion Yuan

Source: iResearch, January 2012



CHINA SEARCH MARKET | MARKET SHARE

Baidu 80,42%

Google China 5.79%

Sogou5,53%

Soso3,51%

Youdao0,37%

Bing0,49%

Yahoo China0,21% Others

3,68%

Search Engine Market Share by Query (Nov. 2011)

Source: CNZZ, November 2011



CHINA SEARCH MARKET | MARKET SHARE

Baidu77,15%

Google China20,15%

Sogou1,60%

Soso0,70% Youdao

0,40%

Search Engine Market Share by Revenue (2011 Q2)




SEARCH ENGINES IN CHINA | BAIDU

Baidu.comDescriptionBaidu.com is the most popular search engine in China offering more than 50 search and community services in Chinese and Japanese. Baidu teamed up with Bing to provide English search results for users.

FoundedIn 2000 by Robin Li and Eric Xu

HeadquartersBeijing, China

Global Alexa Rank5th (Dec. 2011)



SEARCH ENGINES IN CHINA | GOOGLE

Google.cnDescriptionGoogle.cn is the 2nd most-used search engine in China. Its market share has been declining since 2010 after Google China decided to redirect its Chinese website to Google.com.hk.

FoundedIn 2005


Global Alexa Rank132nd (Dec. 2011)



SEARCH ENGINES IN CHINA | SOGOU

Sogou.comDescriptionSogou.com is a Chinese search engine owned by Sohu.com, one of the most popular Internet portals in China. Sogou means “Search dog” in Chinese. 16% of Sohu is owned by Alibaba Group and Yunfeng fund.

FoundedIn 2004





SEARCH ENGINES IN CHINA | SOSO

Soso.comDescriptionSoso.com is a Chinese search engine very similar to Google in terms of look and feel. Soso is owned by Tencent, one of the largest Internet companies in the world and well-known for its Tencent QQ Instant Messaging.

FoundedIn 2006

HeadquartersShenzhen, Guangdong, China




SEARCH ENGINES IN CHINA | YOUDAO

Youdao.comDescriptionYoudao.com is a search engine powered by Netease that also operates 163.com, a very popular web portal in China. “Youdao” means “there’s a way” in Chinese.

FoundedIn 2007


Global Alexa Rank262nd (Dec. 2011)



SEARCH ENGINES IN CHINA | BING

Bing.comDescriptionBing.com is currently a minor search engine in China. However, after signing a partnership with Baidu in 2011, Microsoft’s search company has great ambitions in the country. Bing’s Chinese name is “Bi ying” which means “very certain to respond”.

FoundedIn 2009

HeadquartersRedmond, Washinghton, USA




SEARCH ENGINES IN CHINA | YAHOO

Yahoo.cnDescriptionYahoo.cn is a Chinese web portal that offers many services including a search engine. Yahoo China is owned by Alibaba Group that uses the brand name and manages the site as a totally independent entity from Yahoo.com.

FoundedIn 2007


Global Alexa Rank2,559th (Dec. 2011)


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China Online Advertising & Search 2011