China has grown to be one of the world largest advertising markets under the drive of continued economic growth. During 1981-2004 periods, the annual turnover growth exceeded 1000 times, and the ratio of ad-rate against GDP rose from 0.024% to 0.93%. China will be expected to become the world second largest advertising market next to U.S.A. within three years.

In the first half of 2006, China advertising revenue climbed to RMB 155.5 billion, increased by 18% over the same period of 2005. Moreover, cosmetics/bathroom accessories industry continued to top the advertising thrown-in list with RMB 25.6 billion spent on advertising, followed by drug, business/service, food and beverage. And beverage industry showed a speediest growth with an increase of 55%.
Furthermore, spurred by Torino Winter Olympics, Germany World Cup and Super-girl Show, first-half year of 2006 witnessed a more competitive advertising market in China. As a result, more advertisements were thrown into market but the growth slowed down compared to 21% of the same period of 2005, and which will be expected to reach 19% by 2007.

Advertisements Thrown in Media, Sep 2006
 

China advertising market has been remaining a rapid growth, but China local advertising industry is now not that promising based on the following reasons: on one hand, being scattered and weak, local advertising companies are not so capable of R & D that they can't offer high quality services, and moreover, they failed to build up their own brands; on the other hand, big advertising consumers are more willing to choose those foreign-owned companies, who are strong in design and R & D. Especially, some multinational advertising or media groups have been doubling their presence in China and taken action to purchase some local companies since the complete opening of advertising market at the end of 2005.   
 
The statistics show that top five world advertising groups have established 38 branches via joint venture in China by May 2006, of which, 19 are under WPP Group, 5 under Omnicom Group, 6 under IPG, 5 under Publicis Group and 3 under Dentsu Group. In 2005-2006 alone, WPP Group established 4 joint-venture companies including Mindshare Chengdu, Grey Global, Neo@Ogilvy and Beijing Hua Yang Lian Zhong Advertising Co. Therefore, more frequent M & A by foreign capital will bring fiercer competition to China advertising market for the future.

Apart from the drive from sustainable and steady economic growth, advertising industry will also benefit a great from 2008 Olympics, 2010 World Expo, so it is supposed to have a brilliant prospect.

2 Investment characteristics of media advertising industry
2.1 Investment characteristics
2.1.1 Operational entironments 
2.1.2 Traits of advertising media
2.1.3 Legal environments
2.2 Analysis of related policies
2.2.1 New system for advertising supervision on drugs and healthcare foods
2.2.2 Chinese government regulates false illegal advertisements 
2.2.3 Cell-phone advertising standard is coming soon 

3 Status quo of media advertising industry
3.1 Market status quo
3.1.1 Development status
3.1.2 Overview in H1 2006
3.2 Challenges
3.2.1 Operation
3.2.2 Credit
3.3 Crisis

4 Segmented market analysis of media advertising industry
4.1 Market of advertisement of newspapers & periodicals
4.1.1 Status quo in the first half of 2006
4.1.2 Advertisements of various kinds of newspapers & periodicals
4.1.3 Advertisements thrown in by industries
4.1.4 Advertising share in major cities
4.1.5 Market pattern of advertisements in newspapers & periodicals on drug, 2006
4.1.6 Market analysis of advertisements in newspapers & periodicals on facial features drugs
4.2 TV advertising market
4.2.1 Market overview in 2006
4.2.2 Developing trend
4.2.3 Television viewing billboard in China, 2005
4.2.4 Ratio of TV advertisement for vehicles 
4.2.5 Development environments both at home and abroad for China television industry
4.3 Broadcasting advertising market
4.3.1 Characteristics
4.3.2 Development status in H1 2006
4.3.3 Ranking of advertisement throw-in
4.4 Outdoor advertising market
4.4.1 Market status, 2005-2006  
4.4.2 Outdoor advertising thrown in market in 2006
4.4.3 Bottleneck
4.4.4 Audiences¡¯ living habits
4.4.5 Status quo and competitive trend of outdoor media 
4.4.6 Frequent M & A by outdoor advertising giant JCDecaux 
4.5 Internet advertising market
4.5.1 Status quo and developing trend 
4.5.2 Status quo in 2006
4.5.3 Market scale of search engine advertising in 2006
4.5.4 Operation pattern in July 2006
4.5.5 Advantages and characteristics 
4.5.6 Prospect of video advertising on Internet
4.5.7 Advertising revenue of 5 predominant websites in China
4.5.8 Development status of online-game advertising
4.6 Wireless advertising market
4.6.1 Status quo
4.6.2 SWOT analysis of cell-phone media advertising
4.6.3 Profitability 
4.7 Other media advertising markets
4.7.1 Status quo of elevator advertising network
4.7.2 Status quo and developing trend of apartment video media
4.7.3 Overview of railway media advertising

5 Regional advertising markets
5.1 Beijing
5.2 Guangdong
5.3 Shanghai

6 Development and operation of advertising companies
6.1 Development status
6.2 Strategies
6.2.1 Advertising strategies in new media environment 
6.2.2 Breakthrough point for segment market of advertisement
6.2.3 Tip for enhancing competitiveness of advertising companies
6.3 Design and integration 
6.3.1 Updating design concept 
6.3.2 Alternative of broadcasting and TV advertising
6.3.3 Integration orientation of newspaper advertising

7 Notable advertising companies
7.1 Beijing Dentsu Advertisement Co., Ltd
7.1.1Company profile
7.1.2 Dentsu Media
7.2 Ogilvy & Mather Group
7.2.1 Company profile
7.2.2 Originality
7.3 Guangdong Advertising Co., Ltd
7.4 Bashu New Image Ad. & Media Shared Co., Ltd
7.4.1 Company profile
7.4.2 Developing dynamic
7.5 Beijing Future Advertising Agency
7.5.1 Company profile
7.5.2 Transformation of operation mode
7.6 Hainan White Horse Medium and Advertising Co., Ltd
7.6.1Company profile
7.6.2 Development status
7.7 Focus Media
7.7.1 Company profile
7.7.2 Operation
7.8 TOM Outdoor
7.8.1 Company profile
7.8.2 Operation

8 Developing trend forecast
8.1 Media advertising industry
8.1.1 New trend of future operation on advertising in film and TV 
8.1.2 New developing trend of outdoor advertising 
8.1.3 Rich-media advertising will be the trend
8.1.4 Developing trend of current advertising industry
8.1.5 Analysis of IT advertising in China
8.1.6 Market forecast of TV advertising in 2007
8.2 New investment opportunities 
8.2.1 Blog is expecting commercial advertising
8.2.2 Market potentials of online video advertising
8.2.3 Development of narrow advertising
8.3 Development orientation and strategies 
8.3.1 Influences of celebrity advertising among the rich
8.3.2 Advertising effect and brand spread
8.3.3 Governmental roles
8.3.4 Development orientation