Middle Earth - China's Cultural Industry Podcast

Send us a textThis is the second part of a two-part series about how the internet changed the way to consume and create content. Last time, the panel comprised people who earn a living by creating only on the Chinese internet, but today we meet the other side of the fence, the more “capitalistic” one: those who make, sell, or deal with advertisements. Featuring Kenneth Cheung : Data and Branding ConsultantTera Fang : Fashion InfluencerEloi Gerard : CEO and founder of CrowsNestMiddle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project like shooting your next documentary or look for a specific talent, please get in touch!1) Forget about TV advertisements In 2012: 20 percent of advertisement spending was on the internet. In 2017: 57 percent of advertisement spending was on the internet, and only 31 percent on TV. The online advertising market represented $47 billion in 2016, and will increase to around $90 billion in 2020. As a comparison, it’s more