China Online Advertising & Search 2011

CHINA ONLINE ADVERTISING & SEARCH Shanghai, China | January 2012 www.them.pro

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 CHINA2012-01-31 2011 China Online Advertising & Search - www.them.pro 2

CHINA ONLINE ADVERTISING & SEARCH 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 20102012-01-31 2011 China Online Advertising & Search - www.them.pro 3

CHINA INTERNET ECONOMY China Internet Market Revenue (2010-2011) Billion Yuan 70 62.2 60 52.3 50 44.5 40.4 40 35 30.8 30 20 10 0 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2Source: iResearch, July 2011 2012-01-31 2011 China Online Advertising & Search - www.them.pro 4

CHINA INTERNET ECONOMY China Internet Market Breakdown (2010-2011) 12.0% 12.5% 12.3% 10.4% 10.4% 10.7% 11.5% 10.5% 11.8% 12.3% 12.5% 14.6% 7.7% 7.7% 7.5% 6.1% 7.0% 6.2% Others 17.6% 15.2% 21.8% 21.2% 20.3% Mobile Internet 24.3% 10.3% 10.7% Search Engine 14.3% 13.6% 13.1% 14.9% Online Gaming Online Display 43.3% 43.9% 29.8% 31.6% 34.0% 36.4% E-Commerce 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2Source: iResearch, July 2011 2012-01-31 2011 China Online Advertising & Search - www.them.pro 5

CHINA ONLINE ADVERTISING China Online Advertising Revenue (2006-2015) Billion Yuan 200 187.3 150 142.7 107.1 100 79.1 51.2 50 32.5 17 20.7 6.1 10.6 0 2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015eSource: iResearch, January 2012 2012-01-31 2011 China Online Advertising & Search - www.them.pro 6

CHINA ONLINE ADVERTISING China Online Advertising Revenue (2010-2011) Billion Yuan 12 11 10 9.4 8.9 8.6 7.9 8 6 6 4 2 0 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2Source: iResearch, July 2011 2012-01-31 2011 China Online Advertising & Search - www.them.pro 7

CHINA ONLINE ADVERTISING China Online Advertising Breakdown (2010-2011) 6.6% 5.9% 6.1% 5.9% 6.7% 6.4% 3.0% 4.0% 4.4% 4.3% 3.7% 5.1% 4.8% 6.3% 7.1% 6.9% 6.5% 7.2% 7.4% 7.4% 7.4% 6.8% 7.7% 7.4% Others 32.2% 34.0% 35.0% 35.6% 37.5% Video 39.4% Rich media Vertical search Search engine 46.0% 42.4% 40.0% 39.5% 37.9% 34.5% Online display 2010 Q1 2010 Q2 2010 Q3 2010 Q4 2011 Q1 2011 Q2Source: iResearch, July 2011 2012-01-31 2011 China Online Advertising & Search - www.them.pro 8

CHINA ONLINE ADVERTISING China Online Advertisers (2011 H1) 38.3% 13.9% 11.8% 11.4% 11.1% 3.7% 3.1% 2.9% 2.0% 1.8%Source: CNNIC, July 2011 2012-01-31 2011 China Online Advertising & Search - www.them.pro 9

CHINA ONLINE ADVERTISING China Most Viewed Online Ads (2011 H1) 40.1% 36.4% 28.8% 28.4% 28.4% 25.9% 21.9% 19.3% 18.4% 9.4% 9.4%Source: DCCI, July 2011 2012-01-31 2011 China Online Advertising & Search - www.them.pro 10

CHINA SEARCH MARKET China Search Engine Market Revenue (2010-2011) Billion Yuan 100 87.6 80 61.3 60 42 40 28.3 18.8 20 11 2.9 5 7 0.9 1.4 0 2005 2006 2007 2008 2009 2010 2011 2012e 2013e 2014e 2015eSource: iResearch, January 2012 2012-01-31 2011 China Online Advertising & Search - www.them.pro 11

CHINA SEARCH MARKET Search Engine Market Share by Query (Nov. 2011) Bing Yahoo China 0,21% Others Youdao 0,49% 3,68% 0,37% Soso 3,51% Sogou 5,53% Google China 5.79% Baidu 80,42%Source: CNZZ, November 2011 2012-01-31 2011 China Online Advertising & Search - www.them.pro 12

CHINA SEARCH MARKET Search Engine Market Share by Revenue (2011 Q2) Soso Sogou Youdao 0,70% 1,60% 0,40% Google China 20,15% Baidu 77,15%Source: iResearch, July 2011 2012-01-31 2011 China Online Advertising & Search - www.them.pro 13

SEARCH ENGINES IN CHINABaidu.com Description Baidu.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. Founded In 2000 by Robin Li and Eric Xu Headquarters Beijing, China Global Alexa Rank 5th (Dec. 2011)2012-01-31 2011 China Online Advertising & Search - www.them.pro 14

SEARCH ENGINES IN CHINAGoogle.cn Description Google.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. Founded In 2005 Headquarters Beijing, China Global Alexa Rank 132nd (Dec. 2011)2012-01-31 2011 China Online Advertising & Search - www.them.pro 15

SEARCH ENGINES IN CHINASogou.com Description Sogou.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. Founded In 2004 Headquarters Beijing, China Global Alexa Rank 117th (Dec. 2011)2012-01-31 2011 China Online Advertising & Search - www.them.pro 16

SEARCH ENGINES IN CHINASoso.com Description Soso.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. Founded In 2006 Headquarters Shenzhen, Guangdong, China Global Alexa Rank 36th (Dec. 2011)2012-01-31 2011 China Online Advertising & Search - www.them.pro 17

SEARCH ENGINES IN CHINAYoudao.com Description Youdao.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. Founded In 2007 Headquarters Beijing, China Global Alexa Rank 262nd (Dec. 2011)2012-01-31 2011 China Online Advertising & Search - www.them.pro 18

SEARCH ENGINES IN CHINABing.com Description Bing.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”. Founded In 2009 Headquarters Redmond, Washinghton, USA Global Alexa Rank 26th (Dec. 2011)2012-01-31 2011 China Online Advertising & Search - www.them.pro 19

SEARCH ENGINES IN CHINAYahoo.cn Description Yahoo.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. Founded In 2007 Headquarters Beijing, China Global Alexa Rank 2,559th (Dec. 2011)2012-01-31 2011 China Online Advertising & Search - www.them.pro 20

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China Online Advertising & Search 2011

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