The data from iAdTracker, an online advertising measuring product launched by iResearch, show that, in Q4 2016, the share of spending on online real estate advertising in the total spending on online advertising was 12.3%, decreasing 1.7% compared with the previous quarter and 3.5% from a year earlier. The share of spending on real estate advertising kept increasing all the year in 2014 and 2015, but in 2016, squeezed by other types of advertising, it began to decrease in Q4 after the expansion in Q1 and Q2. Affected by the limits on house purchase and loan in Q4, online marketing of real estate is cooling off on the whole.
According to data from iAdTracker, spending on online real estate advertising reached the highest in Q2 and decreased in Q3 and Q4 in 2016. The spending decreased to 580 million Yuan in Q4, falling 34.8% from a year earlier and 1.7% from the previous quarter. and the number of advertisers on real estate websites decreased to 2,341, down shrinking 18.1% from a year earlier and 21.0% versus the previous quarter. However, spending per advertisers increased to 248,000 Yuan, down 20.4% from a year earlier and up 24.4% from the previous quarter. In Q4 2016, though the number of advertisers was shrinking, the spending per advertiser began to rise again, indicating that some advertisers were increasing investment in online marketing.
The data from iAdTracker show Guangdong, Beijing and Jaingsu were the top three cities in terms of spending on online real estate advertising and number of advertisers in Q4 2016. Of them, Guangdong's spending on advertising totalled 144.64 million Yuan, accounting for 24.9% in total spending on online real estate advertising in China and it had 297 advertisers and ranked the first. The following is Beijing with 196 advertisers who spent 69.14 million Yuan on online advertising, accountin for 11.9%. and Jiangsu had 181 real estate advertisers spending 31.79 million Yuan in online advertising, occupying 5.5%.