Media and entertainment industry soars on the Internet (4)

A possible trend is advertisements will be placed according to companies' target customers. According to research conducted by China's largest lifestyle-targeted interactive digital media network Focus Media Holding Ltd, the Internet has exerted the most influence on people between the ages of 20 and 25. For those between the ages of 25 and 45, mostly professional workers, outdoor advertisements reach them with higher frequency and better results. But the above two groups are hardly reached by television. People aged above 50 and 60 are the targets of television advertisements.

"Obviously China is a massive market - but not just one market - and a lot of growth will be driven by the tier two and tier three cities as they bring more new customers," said McGregor from Ernst & Young.

It is also seen as advisable that advertisers should further explore the market. "While competition for advertisement resources is intense in first-tier cities, opportunities are ample in second- and third-tier cities. For the key first- and second-tier cities, mobile Internet, reputation-building media as well as Internet TV have also presented opportunities to advertisers," said Zhu Wei, chief executive officer at Miaozhen Systems.