Consumers in China are known for their digital savviness. For many, digital is their first choice to consume media, with much of that time spent on mobile devices. Content that was previously viewed or read through traditional media is now being consumed via digital and mobile devices.
Much like in the US, digital video is challenging linear TV as the delivery system for entertainment and advertising, and it has given rise to new video categories, including “short-form” video and live streaming.
The trio of digital powerhouses known as “BAT”—Baidu, Alibaba and Tencent—are leading the advertising market due to the popularity of their digital platforms.
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