Retail in Asia

In Shops

Chinese firms seek digital benchmarking

Many brand owners in China want more transparency on the costs of purchasing digital ads, according to new figures from R3 and Admaster.

According to the researchers’ 2012 annual survey, a large majority (84 percent) of advertisers agree that it is "important" for independent third parties to analyse digital marketing outcomes and build industry benchmarks.

Moreover, just 16 percent say they are currently getting "competitive" digital media rates. The majority (69 percent) believe they are only getting the "industry average", while 6 percent termed their rates "uncompetitive".