China is one of the biggest advertising markets in the world, and they have recently released numbers for the full year 2015. They found that the advertising market dropped by 2.9%, which is something that has never happened since they began tracking numbers. Traditional ad lost 7.2% of their revenue compared to 2014, which is quite huge.
Much of that was made up by steady growth in Internet Ads, as well as strong showings from commercial building ads, cinema ads, and others. Internet advertising actually grew by 22%, which is quite impressive.
This could be a signal that China is really turning the page away from more traditional advertising mediums and leaving digital to dominate. Much of China is very high-tech, though there are still some large areas that are not.
Chen Yan, the Chief Strategy Officer with Focus Media said, “Generally speaking, the lower the interference degree is an advertising space, the higher the acceptability passivity of the audience will be, given the users are forced to focus on the ads in such a circumstance. Such media as cinemas and elevators are all highly enclosed coupling with the features of network distribution and high-frequency exposure, which is also an important factor for advertisers to favor such media.”
The comment is looking at the fact that commercial building ads grew at a rate of 17.1 percent, and cinema media ads went up by an amazing 63.8%. These are, however, ad areas where there is a lot lower inventory, so changes tend to be higher in the percentage area.
Overall, this is certainly good news for digital advertisers, and those who benefit from them. As more and more money is being spent in this area, there will be more and more opportunities to build successful ad campaigns.
