That was up from 3.74 percent of the market in 2013—and the second-highest gain of any company except Facebook.
That gain in share translated to revenue growth of 51.0% in 2014—faster than 2013’s 38.3% rate and the fifth-fastest revenue growth in the worldwide digital ad market.
Baidu’s mobile internet ad revenues more than quadrupled in 2014, to $2.06 billion, or 5.1% of the mobile internet ad market, according to our estimates. In 2013, the company took in $500 million in mobile internet ad revenues.
Within China, where Baidu is based, the firm accounted for 28.9% of all digital ad revenues last year and will grab 32.2% this year, with its share expected to rise to 34.6% by 2016. eMarketer expects revenues from Baidu’s core search business and expanding mobile services to drive growth in coming years.
Search spending is on a strong growth trajectory in China, according to eMarketer estimates. The overall digital search ad market in the country will rise from $10.05 billion in 2014 to $16.95 billion in 2018. Search engines were the fifth most popular website category among internet users in China, according to May 2014 research from Miaozhen Systems, and 19% of those polled said using search engines was one of their leading digital activities.