Real estate leads outdoor spend

Outdoor advertising captured 14 per cent of the total advertising market last year, according to a survey by O-Dex, with spending totalling Yn10bn. Mainland China’s three main cities of Beijing, Shanghai and Guangzhou accounted for 44 per cent of all outdoor adspend, and real estate was the top category, with a billing of Yn1.24bn. China Telecom and China Mobile were the two top individual spenders.

However, analysts quoted by Media magazine predicted that recent government restrictions on outdoor advertisers in the main cities could restrict future growth.