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China is one of the key drivers of global mobile ad spending. In 2024, the market size of the Chinese mobile advertising industry increased by *** percent to approximately *** billion yuan. With an enormous user base turning to “mobile-first” and a vibrant digital advertising landscape, China’s mobile ad market size was expected to exceed *** yuan by 2025. 

Advertising in China: the digital age

Since 2022, digital advertising has been accounting for about ** percent of China’s total media ad expenditure. The Chinese tech titans – ByteDance, Alibaba, Tencent, and Baidu – are the major driving forces in this rapidly growing market. Food and beverages industry, along with the personal care sector, were the biggest industry spenders on online advertising.

The dark side of the fairy tale

Second to the United States, China's mobile advertising market was valued at over 160 billion U.S. dollars in 2025. Short video app Douyin and Instagram-like Xiaohongshu were the two most popular advertising platforms. Despite the huge market opportunity, advertisers need to be aware of online ad fraud in China, given that the prevalence of bots generating invalid ad traffic is higher than the global average.