Transcend 2016: Media investment trends in China
For more insight, read OMD's Transcend 2016 report.
OMD China's Transcend 2016 report examines the key media investment trends likely to shape the Chinese advertising landscape in the 2016/7 financial year. This year's findings include OTV inventory wars, TV strategy, the evolution of out of home advertising and more.
Key findings
- National takeoversNational TV and key Provincial Satellite TV with strong content creation are more important for brands' TV strategy compared to Local TV. NTV spending increased 5% (2014-2015); LTV fell 3%. Advertisers must balance their need for NTV brand-building...