Analysys International, a leading advisor of technology, media and telecom (TMT) industries in China, revealed that the revenues of China's "rich media" advertising market reached RMB 182 million (24 million USD) in 2006. Among these earnings, the revenue of Internet media reached RMB 126 million (16 million USD), accounting for 70%, and the revenue of technology providers reached RMB 56 million (7 million USD), accounting for 30%.

The term rich media was coined to describe a broad range of digital interactive media. Rich media can be downloadable or may be embedded in a webpage. If downloadable, it can be viewed or used offline with media players such as Real Networks' RealPlayer, Microsoft Media Player, or Apple's QuickTime, among others.

Internet portals including Sina, Baidu, Sohu, TOM, Tencent and Netease dominate the rich media Internet advertising market, followed by vertical websites and a few digital magazine operators. In the rich Internet media market and media advertising technology provision field, HDT occupies 73% of the market share, followed by Kuantone, Eyeblaster and UV.

At present, 80% of advertisers are big famous brand companies, many of which are foreign-owned. These companies are focused in the automobile, IT, Sports goods, mobile phones, financial and cosmetics industries. At the same time, the characteristics of these advertisers have starting showing some new features. Specifically, several domestic advertisers have gradually recognized the assets of rich media advertising and have increased their expenses. In addition to this, the gaming industry has also begun to create rich media advertising.