Baidu Inc (ADR) BIDU's search ad revenue will grow 34 percent to $7.1 billion this year, while its smaller rival Sohu.com Inc SOHU will grow in the category by 62 percent to $520 million, according to data published Wednesday.
The estimates were attributed to research company eMarketer by the South China Morning Post.
Baidu's worldwide share of the search advertising market will grow to 8.8 percent, from 7.6 percent a year earlier. Sohu meanwhile will eke out a 0.6 percent share, up from 0.5 percent a year earlier.
Separately, eMarketer predicted Wednesday that mobile internet ad spending in China will almost double in 2015 to $13.98 billion.
China now accounts for about 20 percent of mobile ad spending and has become the sector's second-largest geographical market, according to Haixia Wang, vice president of forecasting at the research firm eMarketer.
The growth rate for the sector in China hit an eye-popping peak last year of 700 percent and will slow to 20 percent by 2019, according to eMarketer.
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