Seen from the online display advertising index from January 2018 to June 2019, the food & drink advertisers’ expense in online display advertising changed obviously with seasonal changing in China. Christmas, New Year’s Day, the Spring Festival and some other important festivals fall between December and January of the next year, which form a marketing peak season in China. Every February and March is ebb-tide period for online food & drink display advertising. In the following months, online food & drink display advertising expense increases with temperature, reaching a second marketing peak season in the summer vacation and gradually falls down in October and November.
Food & drink industry still spent 35.5% of online display advertising expense on PCs in the first half of 2019. However, it is difficult to see its rise for the expense on PCs in the first half of 2019 dropped a bit compared with the corresponding period of the previous year under the background of rising of the total online food & drink advertising expense.
Mobile devices become the main channel of online display advertising for food & drink industry and are expected to maintain high growth. The year-on-on growth of online display advertising expense on mobile devices in the first half of 2019 reached 51.2%.
OTT got a share of 17.6% of online food & drink display advertising expense and also become a channel which should not be overlooked. and online display advertising expense stably increased by 29.9% in the first half of 2019.
In the first half of 2019, in-stream video advertising which can effectively spread the product information in the form of video and motivate the viewers to buy product is most popular display advertising form among the food & drink advertisers. It accounted for 87.1% of all forms of online display advertising. and it’s expected to keep high growth in the future potential market. Compared with the first half of 2018, in-stream video advertising expense rose 22.3% in the first half of 2019 and became the mainstay form fueling the growth of online food & drink marketing.