China News Service, Xiamen, December 11 (Reporter Yang Fushan) The 28th China International Advertising Festival kicked off on the 11th in Xiamen.
Authorities predict that the scale of China's advertising market will exceed 1 trillion yuan (RMB, the same below) this year.
As the second year after landing in Xiamen, this year's advertising festival covered rich content such as awards, summit forums, media promotion, exhibitions, etc., attracting many advertising and related industry companies to participate in the grand event.
Ren Xianliang, vice chairman of the Social Construction Committee of the National People's Congress and chairman of the China Federation of Internet Social Organizations, disclosed in his opening speech that the market size of China's online advertising in 2020 will reach 766.6 billion yuan, an increase of 18.6% year-on-year, and it is expected to increase to 21.6 this year. %.
Ren Xianliang said that the Internet advertising market has accelerated its evolution in advertising forms, business models, and delivery methods, showing the characteristics of emotional, private, marketing, and social; while rapid development, there are also some problems.
Ren Xianliang gave suggestions from three aspects: the right of value, the line of law, and the law of the industry. He hopes to further bring together the relevant resources and strengths of government departments, network social organizations and Internet companies, and actively contribute to the healthy and standardized development of online advertising and co-creation A bright future for the digital economy.
According to Chai Baoguo, director of the Advertising Supervision and Management Department of the State Administration for Market Regulation, according to incomplete statistics, the advertising revenue of China's leading enterprises and public institutions has reached 940 billion yuan in the first three quarters of this year, an increase of 21% over the same period last year. The Chinese advertising market The scale is expected to exceed 1 trillion yuan this year.
Chai Baoguo believes that the vigorous development of the digital economy will drive the advertising industry to fully implement digital transformation and promote the leapfrog development of the advertising industry.
Regarding the slow transformation of traditional advertising and weak high-end service capabilities, he said that in the future, standardized guidance will be given to the entertainment, pharmaceuticals and other medical and people's livelihood, financial management, and TV shopping industries, and related documents will be revised to promote better development of the industry.
This year's advertising festival has received eager attention from the global advertising media industry.
In a specially recorded video, Joel Edmund Nettey, Chairman and Global President of the International Advertising Association, stated that China has become an important participant in the global marketing communications industry over the years, and the scale and scale of China’s advertising industry The importance is growing rapidly; through the holding of industry events such as the China International Advertising Festival, Chinese advertising continues to bring new perspectives and inject fresh vitality into the global marketing communications industry.
With the opening of this advertising festival, the main forum with the theme of "Helping the'Double Cycle' and Empowering the'National Product Tide'" also appeared.
Many industry leaders including Baidu, Alibaba, JD.com, Kuaishou, iQiyi, Focus and Diss and other corporate executives shared their views, and explored the sustainable development of the brand strategy by focusing on the trend of the era of fading Internet dividends. The brand new opportunity to break through the transformation of brand efficiency and energy.
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