A peek into China’s fast-changing mobile marketing scene

Mobile advertising is booming in China. It is no surprise considering the country has 731 million internet users, over 95% of which access the internet from their mobile phones. According to market research firm eMarketer, digital ad spending in China is expected to grow by 25% this year, driven by mobile.

“If you want to do marketing in China, mobile should be first,” Daisy Wu, Vice President of Chinese mobile marketing agency YeahMobi, told the audience. Wu joined the fireside chat at TechNode’s ORIGIN Disrupt Stage at SWITCH (Singapore Week of Innovation and Technology) to discuss the different faces of mobile marketing and social media in China.

China is a fast-changing market and a highly competitive one, Wu said, for example, Bytedance’s short video platform, TikTok (aka Douyin), which has emerged as one of the most popular mobile marketing channels nowadays, has garnered 300 million MAU (monthly active users) in China alone. Many marketers in China have already started testing campaigns on the platform.

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