Chinese Companies To Grab Over 10% Of Online Ad Market This Year

Chinese companies led by Alibaba and Baidu will take nearly 11% of the $146 billion worldwide digital advertising market in 2014, according to a new tally by market researcher eMarketer.

Those two companies will constitute about 4.7% each of the market, coming in at No. 3 and No. 4, putting them well ahead of Microsoft, IAC, Yahoo, and Twitter. Of course, they’ve been at it for years, but eMarketer’s report highlights how far Chinese companies have come in online advertising.

Google still leads the pack by far with 31.1%, though that’s down from last year by a few tenths of one percent. Facebook is No. 2 with 7.75%, up a full two percentage points from 2013.

Two other Chinese companies make the top 20, though with much lower revenues. Tencent and SINA combined will have 1.2% this year.

In mobile advertising, a $40.2 billion market this year, Alibaba and Baidu look even stronger. Alibaba, coming in at No. 3, will see its share of mobile ad dollars jump from 1.6% in 2013 to 6.2% this year. No. 4 Baidu’s share will nearly double, to 5.1%.

Again, Google rules in mobile, with 40.5% this year, down from almost 47% last year. Facebook had almost a 2-point gain to 18.4%.

The Chinese mobile ad market has been on fire this year, according to eMarketer, which says the market rocketed sevenfold to $6.4 billion, making it the second-largest mobile ad market and edging out the United Kingdom and Japan.