The dragon is waking

Kolja Wehleit, consultant for several European media agencies, outlines the cultural and practical challenges facing advertisers wanting to use outdoor media in the People’s Republic of China.

The dragon is waking

Kolja Wehleit German Federation of Ambient Media

 

In a short space of time, the People's Republic of China (PRC) has developed a rapidly growing outdoor advertising industry. Although poverty is still a relevant issue throughout much of China , 56% of the population can be considered rich by our standards. This adds up to around 60 million people. Accordingly, foreign as well as local brand owners have developed a strong interest in attracting the attention of this newly developing Chinese upper middle class.

Although there is some...

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