Chinese ad market to see 5.2% rise in total ad spending to US$92.7 billion

Spending on out-of-home advertising and on Internet set to grow while expenditure on traditional TV commercials will continue to drop.

Total advertising spending in the Chinese market is set to rise faster at 5.2 percent year on year to 585.8 billion yuan (US$92.7 billion) in 2018, GroupM, WPP's media investment company, said.

The out-of-home advertising market remains buoyant as it is forecast to grow 9.2 percent annually, according to GroupM’s “This Year, Next Year: China Media Industry Forecast” report.

Internet ad spending is set to grow by a slightly slower rate of 13.5 percent in 2018, and e-commerce ads will account for the majority of spending, the report said.  

However, overall spending on traditional TV commercials will continue its downward trend, falling 9.2 percent this year, the report said, adding that ad expenditure is set pick up as advertisers continue to shift toward content marketing and digital marketing and brand placement in variety shows and dramas.

“Improving the quality and personalization of brand marketing is also increasingly important and will be a strong driver of growth in the advertising ecosystem,” said Patrick Xu, CEO of GroupM China and WPP China. 

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