Data from iAdTracker launched by iResearch show that of the total online advertising revenue, online real estate related advertising revenue took up 13.2% with a QoQ growth of 1.0% and a YoY growth of 3.5%, and the share expanded compared with in the past.
According to iResearch, the online real estate advertising revenue hit 420 million Yuan in Q1 2017. The share of online real estate advertising revenue climbed up in the total online advertising revenue, but the total real estate online advertising revenue dropped in Q1 2017 compared with Q4 2016 with a YoY decline of 10.1% and a QoQ decline of 27.2% for the pressure from policy, real estate market and profit-making, influence of marketing cycle and others factors. Meanwhile, the number of advertisers on real estate websites decreased 1,553, showing a YoY decline of 22.0% and a QoQ decline of 34.5%.
When looking at the advertising expenditure of top 10 real estate advertisers in Q1 2017, it can be found that top 3 advertisers was unchanged but their ranking order changed. Evergrande kept its leading position. However, its advertising expenditure dropped 19.0% in Q1 2017 compared with the 23.73 million Yuan expenditure in the previous quarter; Vanke ranked the second and its advertising expenditure was 11.57 million Yuan, up 25.2% compared with Q4 2016; Poly took the third place and its advertising expenditure totaled 7.77 million Yuan with a QoQ decline of 47.0%. Among all the top 10 real estate advertisers, Vanke, Eastmoney, Hongye Real Estate, Chuangxing Heli and Ruipu’s advertising expenditure increased in Q1 2017 compared to Q4 2016.