Driven by the digital wave, China’s advertising market has shown a diversified development trend. From traditional television and radio to modern internet platforms, various media provide publicity and promotional services for different industries. At the same time, various advertising agencies play an important role in the market, providing customized marketing solutions for brands.
Television Advertising and Its Primary Industries
Television advertising has always been an important choice for advertisers due to its extensive coverage and strong visual experience. It combines visual images, colors, and movements to create a deep impression, effectively displaying product features and establishing an emotional connection with the audience. Especially for seasonal products and urgent promotions, the immediate dissemination capability of television advertising is crucial.
The main industries of television advertisers include the food industry (such as health care products, snacks, and cooking oil), the beverage industry (such as infant formula, UHT milk, tea, and yogurt), the commercial and service industry (such as healthcare institutions and retailers), and the personal goods industry (such as glasses/contact lenses, men’s razors, watches, and cleaning products). These industries not only enhance brand awareness and memorability through television advertising but also increase the brand’s authority and trustworthiness.
Outdoor Advertising and Its Primary Industries
Outdoor advertising, with its 24-hour long-term exposure and wide visibility, covers densely populated areas, ensuring that brand messages are seen by a large number of people. Outdoor advertising has strong geographical targeting, precisely attracting the target audience in business districts or communities. Compared with television and online advertising, outdoor advertising has a strong visual impact, high cost-effectiveness, and helps in long-term brand reinforcement.
The main industries of outdoor advertisers include the beverage industry (such as mineral water, fruit and vegetable juice, and yogurt), the food industry (such as snacks, series of food products, and health care products), the cosmetics/bathroom products industry (such as skincare products, baby hygiene and bathroom products, and oral care products), the home appliance industry (such as home appliances and smart appliances), and the alcoholic beverage industry (such as Chinese meals wine, medicinal wine/tonic wine, and fruit wine). Outdoor advertising, integrated with technology, can provide interactive experiences, establish emotional connections, and enhance market coverage.
Radio Advertising and Its Primary Industries
Radio advertising attracts a mobile audience, such as drivers and commuters, with its extensive coverage and immediacy. It is cost-effective, especially suitable for small businesses, and has the flexibility to respond quickly to market changes. Localized radio can penetrate specific communities, and the emotional connection between program hosts and listeners enhances the trust in advertisements.
The main industries of radio advertisers include the food industry (such as health care products, corporate image of food, and condiments), the entertainment and leisure industry (such as scenic spots, national and city image, restaurants, tourism product service organizations, and hotels), the commercial and service industry (such as education/training categories), and other industries (such as home decoration, e-commerce brands, drugs, post and telecommunications, and alcoholic beverages). The high frequency of contact and multitasking advantages of radio make brand messages frequently and naturally blend into daily life.
Internet Advertising and Its Primary Industries
Internet advertising stands out for its target accuracy, cost-effectiveness, and measurability. It allows brands to finely target based on user characteristics, covering the vast user base of the internet. The flexibility and customization of Internet advertising allow brands to quickly respond to market changes, and interactive elements such as links and social media increase user participation.
The main industries of internet advertisers include IT products and office automation services (such as WeChat Work, DingTalk, etc.), major e-commerce/internet/video platforms (such as Taobao, TikTok, iQiyi, and other brands), the transportation industry (such as online car-hailing, carpooling, etc.), the financial industry (such as major banks, funds, and stock agency organizations), post and telecommunications (such as mobile phones, broadband packages, etc.), entertainment and leisure activities (such as exhibitions, performances, etc.), as well as the real estate/construction industry, industrial goods, and the alcoholic beverage industry. The multi-platform placement ability and creative freedom of Internet advertising provide brands with a variety of promotional methods.
Introduction to Advertising Agencies in the Chinese Market
Advertising agencies act as a bridge connecting advertisers and media channels, providing professional advertising placement and marketing services. Based on the content and characteristics of the services, advertising agencies can be divided into the following categories.
4A Creative Agencies
Focus on creating innovative and impactful advertising content, such as visual design, advertising copy, and brand stories. For example, Ogilvy, Accuen, and Angis, etc.
Media Agencies
Responsible for media planning and purchasing, helping brands effectively place advertisements on various media channels. Services include media strategy development, market analysis, media negotiation and purchasing, ad placement, and effectiveness evaluation.
PR Agencies
Focus on shaping and maintaining brand images, and communicating with the public through media relations, event marketing, and crisis management. Services include press release writing, media interview arrangements, brand spokesperson management, and crisis PR strategies.
Digital Agencies
Focus on digital marketing and online advertising, including search engine optimization (SEO), search engine marketing (SEM), and social media marketing. Services include website design, content marketing, email marketing, data analysis, and digital ad placement.
Entertainment Marketing Agencies
Combine entertainment industry resources, such as movies, TV, music, and sports, to create joint marketing opportunities for brands. Provide entertainment marketing solutions such as brand implantation, event sponsorship, celebrity endorsements, and content cooperation.
Media Communication Agencies
Focus on disseminating brand information through various media channels, which may include online and offline communication strategies. Services may involve ad placement, content distribution, media relationship establishment, and brand communication activities.
MCN Agencies
Multi-Channel Networks provide content management, business cooperation, and audience growth support for video and social media content creators. Services include content creative guidance, copyright management, brand cooperation opportunities, audience analysis, and revenue optimization services.
Social Media Marketing Agencies
Focus on helping brands establish and maintain a social image on social media platforms. Services include social media account management, content creation, audience interaction, ad placement, and social media strategy development.