Ecommerce the next frontier for search advertising in China: OMD

A study from OMD China points to the growing importance of ecommerce sites in search advertising.

Ecommerce is emerging as the second battlefield for search advertising in China, where 9% of the online searches for skincare, automobile and travel-related items are performed on ecommerce sites, according to OMD China’s Dive Search report.

Nevertheless, search engines still take the largest share of the pie, at 85%, with Baidu being the most popular. Overall, a quarter of digital spend in China is taken up by search, the report says, citing iResearch figures from...

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