[eMarketer] Weakening ad market in China will still produce growth

China’s advertising industry is softening, but the world’s second-largest ad market behind the US will still produce growth, per emarketer updated forecast.

The country’s total media ad spending and digital media ad spending will expand this year by 9.2% and 11.5%, respectively, their lowest growth rates on record.

Traditional channels continue to fall out of vogue. Digital advertising–which appears on laptops, mobile phones and other internet-connected devices–will account for 81.5% of total ad spending of $166.13 billion in the country this year.

While China’s economic sluggishness and the pandemic are weighing on ad spending, a government crackdown on large tech companies is also dramatically affecting the industry.

According to eMarketer, though the days of go-go growth may be ending for China’s ad market, total advertising spending there will far exceed many other regions in the world, making it a country that marketers can’t afford to ignore.

Read the full eMarketer article here

www.emarketer.com