In May 2015, CTR, a Chinese reserach company, announced a new report on China advertising market, which focused on key industries and top advertising marketing companies.
In early 2015, advertisers had more confidence in their industries and companies compared with last year.
The total budget increase in 2015 came the lowest since 2009, and the reduction rate was 29%, which was the highest in recent 7 years. Companies had less expectation for the future market.
Most advertisers popularized products through multi-channel marketing and agreed that building a good brand image is essential for marketing. In 2015, it gradually became a trend for companies to buy direct advertisements from media, and invest more in digital marketing.
In 2015, TV, internet and end promotion would become major marketing tools. Second-tier and third-tier cities, east China, Central China and South China would be key marketing areas; the first-tier cities and northwestern China would cut marketing expenditures, according to CTR.
In recent 2 years, advertising tools increased, more advertisers would choose to use multimedia, especially mobile internet and events marketing.
Provincial TV sites would be first choices for most advertisers, while CCTV sites had less advertising than last year, digital TV advertising has been increasing for 3 successive years.
2015 would see a year of large input in social media, video and search engineer advertising, both in PC internet and mobile internet. New outdoor media, such as cinema advertising and bus advertising would attract more advertisers.
While investing in advertisements in internet terminal, it is always not easy to judge their effectiveness, advertisers must consider all concerned factors before making decisions. More and more advertisers tend to popularize products through several multimedia combination, and like to help build brand image through TV, outdoors and prints. They get a clear view towards each promotion channel, the interactivity of internet, low cost of the radio advertising, which helps them choose a better advertising channel.
Also read: China Online Advertising Market in Q1 2015