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China

China ad spend to surge in 2019, driven by digital

Dentsu Aegis Network has forecast advertising spend in China will rise by as much as 7% in 2019, driven by the middle classes’ purchasing habits and a greater amount of disposable income.

Digital’s ongoing growth within the market, up 15.8% in the first three quarters of the year to RMB 717bn, and digital out of home (OOH) increased 14.2% over the same period.

However, declines across traditional media recorded falls from newspapers (28%), magazines (9%), and television (5.5%).

At more than RMB 125bn, pharmaceutical companies led the way for ad spend. Fastest growing sectors include Entertainment and Web services. The largest decline, Real Estate, showed a drop of -34.93% drop year-on-year.

The forecast, part of a global ad report, predicts growth around the world will increase 3.8% in 2019 to reach a total of $625bn, with Asia Pacific and North America continuing to be the strongest growth market, contributing 42% and 30% respectively.

Western Europe will account for 15% of the global increase, along with Latin America (10%) and Central and Eastern Europe (4%).

“China’s digital economy continues to lead the globe, both in terms of scale and advancements made. It is therefore unsurprising that China remains a core driving force in the year ahead, with further positive growth forecast,” said Susana Tsui, group CEO, Dentsu Aegis Network China.

Tim Andree, global CEO & chairman of Dentsu Aegis Network, added: “As the world transitions to a digital economy, advertising is at the leading edge of change. Digital connectedness – driven not only by advances in technology, but the speed of consumer adoption – has fundamentally changed the shape of our business and will continue to do so. Even where digital penetration is highest – such as China and the UK – the trend shows little sign of slowing down.”

Cloud Sword Alliance boosts Alibaba’s brand protection efforts

The Cloud Sword Alliance has announced that it plans to further collaborate between the Chinese government and businesses, working closely with Alibaba’s Big Data Anti-Counterfeiting Alliance, using big data and technology to combat counterfeiting rings.

Operation Cloud Sword was originally set up by Alibaba in 2016 to help the ecommerce giant and authorities protect brands from IP infringes.

“This is the first public communiqué between governments and enterprises at such scale [in China],” said Jessie Zheng, Alibaba’s chief platform governance officer.

“We will continue our promise to increase our investment in brand protection and do our best to unite all parties. Alibaba is not alone in our brand-protection efforts.”

Alibaba also announced the addition of eight more governments, growing from five members to 13, which the group hopes will eventually include the entire country.

Alibaba founder and chair Jack Ma called for Chinese legislators to impose heaver penalties on counterfeiters earlier in 2017, with the company claiming in a public appeal that China’s ambiguous counterfeiting laws were stopping authorities from building strong legal cases against counterfeiters.