Advertisement agencies and media buyers are slowly finding their way from traditional media into the digital future, says William Bao Bean, partner at Softbanks’s China and India Holdings, the Hollywood Reporter, The market share of online media in China went up last year from 7 to 11 percent of the total expenditure.
The Hollywood Reporter:
… [T]he rise is attributed to a change in attitude by advertising agencies and media buyers, which are redeploying their key staff from traditional to digital media. Consumer attitudes are also changing as younger demographics prefer digital to traditional media. Also, in a country where most payments are still made using cash, enabling technologies on mobile phones also helps the growth in online ad spend.