What are the current problems in the advertising industry? What developments or breakthroughs may come in the future?

In 2012, China's advertising business units reached 377,800, advertising employees 2,177,800, advertising turnover of 469.8 billion yuan, the overall scale of the advertising market has jumped to the world's second largest. 2013, the domestic advertising turnover of 501.975 billion yuan, a year-on-year increase of 6.8%, the growth rate has declined. However, in terms of long-term trend, China's advertising industry still maintains a broad market space, mainly driven by domestic residents' brand consumption upgrading and corporate brand building.

The 2014-2018 China Advertising Industry Market Outlook and Investment Strategy Planning Analysis Report released by the Prospect Industry Research Institute shows that, from the 2010-2013 China advertising market scale structure chart, it can be seen that, among the different advertising media, TV is still the main force, with a share of 50% in 2013; the Internet is the fastest-growing medium, with a growth rate of 25% in 2013, up from 10% in 2010; outdoor advertising is the fastest-growing medium, with a growth rate of 25% in 2013; and the Internet is the fastest-growing medium. to 25% in 2013; outdoor advertising is the most stable, with its proportion remaining at around 10% in recent years, and its contribution to the overall advertising industry is also relatively stable.

With the increasing number of outdoor leisure activities and the rising level of outdoor advertising creativity, many enterprises have begun to pay attention to the communication effect of outdoor advertising. And because outdoor media are mostly located in busy roads with concentrated foot traffic, high contact rate, low cost of thousands of people and unified image, so many businesses see outdoor media as an important tool to promote the brand image of their products.

The development of China's outdoor advertising market has shown a trend of specialization, networking and grouping. At present, China's outdoor media market has appeared strong, different modes of "four big families", namely, MediaNation (Media Century), MPI (Media Mile), White Horse Outdoor Advertising and TOM.COM. outdoor advertising market in mainland China to start a fierce competition, this competition will certainly promote the standardization and internationalization of the outdoor advertising market in China, and the development of the outdoor advertising market. outdoor advertising market standardization and internationalization process.

According to the analysis of the 2014-2018 China Outdoor Advertising Industry Market Outlook and Investment Strategy Planning Analysis Report released by the Prospect Industry Research Institute: since outdoor advertising can develop to this scale now, it proves that it has the soil for survival, and moreover, it proves the rationality and necessity of its existence.