China: online ad spending changes by ad formats and methods 2023

2021 was the year which KOL advertising boomed in China, with a 128 percent surge in ad spending. This ad format would remain the favorite among online marketers in the country with double-digit year-over-year growths in both 2022 and 2023.

Year-over-year change in online advertising spending in China in 2021 and 2022, with an estimate for 2023, by major ad format and method

Characteristic	2021	2022	2023*
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Release date

March 2023

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Region

China

Survey time period

2021 and 2022

Supplementary notes

*Estimate.

The revenues are calculated based on financial reports and the statistical forecast model of QuestMobile AD INSIGHT. The calculations exclude ads on app stores, ads in gaming and audios, and commission charges.

According to the source, display ads refer to ads based on visibility and time for placement charges; direct response ads refer to ads based on clicks for placement charges; KOL ads refers to the endorsement by KOLs in non-livestream sessions with a clear brand logo display; joint brands ads refer to ads showing two or more brand logos.

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