Mobile has long tempted marketers in China, but slow download speeds, a dearth of quality data available from third-party tracking and analysis services, and uncertainty about how to get started have constrained the channel.
2013 marks a tipping point for marketers. The size of the mobile audience—and the amount of time users spend on their mobile devices—is simply too massive to bypass any longer. In interviews with eMarketer, ad agency executives in China were unanimous: The question for brands now is not whether they should be engaged in mobile, but how they should structure their approach.
This report provides eMarketer's updated estimates for mobile ad spending in China, along with comparative data from third-party sources. In addition, it offers ideas for marketers to tap into the space based on input from mobile-experienced advertising executives.
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