The online advertising market for China in 2009 was a good year. "Search engine is the major online advertising platform in China, the search engine advertising market has reached 6.9 billion Chinese Yuan, while the comprehensive portal websites earned 5.0 billion from advertisers. Video sharing websites are the black horse, with 120% growth rate in 2009"(Chow). The trends of 2010 should bring the same success. There are 10 trends in online advertising market for China in 2010 discussed by Steven Chow in the article 10 Online Advertising Trends in China in 2010.
The first trend is obviously a huge potential for search engine markets. According to Chow this means, "Chinese search query accounts for 20% of global total search query, exceeding 17% of United states. However, the search engine market value of China only has 3% market share, while United states nearly get 50% market share." The second trend is that vertical search medias can grow fast. "The vertical search websites will perform better than portal websites, in areas like fashion, finance, automobile, IT, travel etc.(Chow)." The third trend is video sites are still hot, they grew 120% in 2009 and the increase should continue.
The fourth trend in online advertising in China is the community is popular to people. Chow says, "According to the research, community ranks No.1 in term of user number, user stickness, page views compared with other online medias. Community is ideal for word of mouth marketing." The fifth trend is online advertising is going mobile which obviously means peope can access online from their phones. The sixth trend is online advertising goes long tail. This simply means identifying the niche market. The last four are pretty much self explanitory. They are application development, advertising for ecommerce, traditional media embrace internet, and event advertising.
My opinion on all this is that these trends should work for pretty much any online marketing strategy in any country. The internet took some time to gain so much popularity for advertising but now it is growing faster everyday. Search engines have become so huge that most people rely on them now for their day to day information. So if you advertise on a search engine where a large population of people are looking to for information like Google, you as a marketer/advertiser are going to eventually get some hits. The article says U.S. has a 50% market share for search engines while China only has 3%. So China definitely better consider raising the percentage if they want their advertisements to better succeed. 
Excellent find Rob! It's full of interesting information...especially for our class!
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