Group M: Spotlight on China

China remains the world’s largest contributor of new ad dollars despite rapid consumerisation, though its advertising intensity has trended down to a prospective 0.67% GDP in 2019.
  • Cashless lifestyles and heavy reliance on mobile phones have given birth to "social e-Commerce", "live stream and short video", "new retail", "e-sports marketing" and other business models that are leaping ahead of other markets, presenting new ways to reach consumers.
  • Big internet platforms such as BAT (Baidu, Alibaba and Tencent) are helping brands create more direct conversion opportunities through the creation of a uni-marketing retail environment, offering richer channels and marketing resources.
  • Risks include not only invalid traffic, poor viewability and inappropriate brand context (brand safety issues), but also privacy and ad blocking – many advertisers are starting...

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