Redesigning China's out-of-home media

China’s outdoor industry has undergone huge upheaval over the past couple of years. In the biggest markets, the regulatory structure surrounding the industry has been ripped up and re-invented. Elsewhere, city authorities are taking steps to modernise the market. However, brands looking to use outdoor still face a fragmented, uneven market.

Generally, the prospects for outdoor are good. Rising TV costs have prompted more marketers to look at outdoor as an alternative mass-reach channel suitable for driving brand awareness. However, there remains huge variety from city to city.

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The full article was originally published as part of the Outdoor Report in the 25 March 2010 issue of Media.