China mobile advertising spend for Black Friday outstrips Singles Day
Chinese advertisers spent more money on mobile advertising around the US shopping event Black Friday than the nation’s own Singles Day extravaganza, according to new research.
China's 11.11 Singles Day shopping extravaganza
The Q4 2016 Global Trends in Advertising report revealed that although China’s mobile advertising spend increased year-on-year for Singles Day last year, it was outstripped by investment in advertising around the US Black Friday event.
China was also outspent on Singles Day, with Japan and Malaysia spending more on mobile advertising, revealing the international popularity of Singles Day, which posted record-breaking sales last year.
The report, which was created by advertising platform Smaato, analysed data from billions of mobile ad impressions served on its exchange during the fourth quarter of 2016.
Black Friday was the biggest single mobile advertising spend day of the year on the Smaato platform in 2016, helped by increased spend in APAC markets such as Thailand, Singapore, and South Korea. In China, the biggest day of the year for mobile advertising spend occurred during the Mid-Autumn festival in September.
China remains the market leader in APAC, more than tripling its ad spend and posting the highest growth of any major country.