This IDC study presents the market dynamics and development trends of the China online advertising market by sizing the market for 2006 and providing a forecast for the next five years through 2011. It examines the market from advertisers, online media, online advertising agent dimensions in online brand advertising and search engine advertising. Key market drivers and inhibitors that could have a strong impact on the development of the market over the next five years are also analyzed.

"The China online advertising market will grow rapidly in the next few years, which attracted online advertisers, the online media, and agents. With the market maturing, the competition in online advertising media market will ramp up. Although there are vast opportunities, there are also tremendous risks in this market. The online advertising market has special characteristics and therefore different customers, channels, strategies, and so on from traditional advertising. Fully understanding the market will be essential to all online advertising media," says Grace Zheng, senior analyst, Cross-Product Team, IDC China.