Boom in ads fuels Baidu’s strong growth
Print Edition
CHINA’S leading search engine Baidu is one of the fastest growing media owners worldwide this year as it taps the boom in China’s advertisement market, a latest study shows.
Google has benefited from a wider adoption of smartphones and tablets globally and retained its top position, followed by Walt Disney Co and Comcast, according to media agency ZenithOptimedia’s annual Top Thirty Global Media Owners report released yesterday.
Baidu’s growth was propelled by the overall bullish advertising market and its improvements in search technology, helping it to jump to 14th spot from 28th last year by global media income ranking, ahead of rivals Yahoo in 18th and Microsoft in 21st.
Facebook’s media revenues surged 63 percent in the past year to rank as the fastest growth according to the ranking.
ZenithOptimedia defines media revenues as all income deriving from businesses that support advertising such as television broadcasting, Internet search and social media.
The state-owned China Central Televison, or CCTV, accounts for about a quarter of the country’s television ad market, although it’s facing stiff competition for ad budgets from online video and digital media.
“CCTV may likely find it tough to increase its revenues from its core business in the future,” ZenithOptimedia said in the report.
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