Research by Analysys International shows that Chinese online spend rose to Rmb 2.8 billion (US$410 million), including Rmb 1.4 billion of display spend. Those figures followed a second-quarter financial report from Sohu, official internet partner of the Games, that showed a 53 per cent rise in ad revenue.
The question the online sector faces is whether those levels of growth can be sustained after the Olympics. Jimmy Poon (pictured), MD of Púca China, believes growth rates will slow. “Overall digital spend is increasing, the Games simply accelerated it temporarily, so we have a preview of what the spend level will be like a few quarters from now,” he said.
Brian Stoller, regional business director for MindShare Interaction added that the Olympics should spur the development of the online video industry, with considerable coverage of events online.
Digital spend enjoys accelerated growth
BEIJING - The Olympics has boosted Chinese online adspend by 73 per cent year on year in the second quarter.
