The “15th Five-Year Plan” for the Development of the Advertising Industry: Coordinating Digital Transformation and Promoting All-round Innovation in the Advertising Industry
The Zhitong Finance App learned that recently, seven departments including the General Administration of Market Regulation jointly issued the “15th Five-Year Plan for the Development of the Advertising Industry”. The “Plan” proposes that by 2030, the scale of the advertising industry will grow at an average annual rate of about 10%, and the quality of development of business entities will continue to improve; investment in industrial R&D and creative development will continue to increase, and the level of digital intelligence will increase significantly; advertising supports industrial upgrading and boosting consumption will be more powerful, driving “brand globalization”; large, medium, and small enterprises will integrate and develop, with deep upstream and downstream collaboration in the industrial chain, and coordinated regional development to achieve new breakthroughs; advertising laws and regulations have been improved significantly, and the public service advertising creation and communication mechanism will continue to improve; advertising laws and regulations have been improved significantly, the effectiveness of supervision and enforcement will continue to increase, and public satisfaction will continue to increase .
The “Plan” lays out five key tasks. The first is innovation-driven, coordinating digital intelligence transformation, subject cultivation, creative promotion, and talent development, promoting all-round innovation in advertising technology, content, models, and business formats, and enhancing the core competitiveness of the industry. The second is integration and empowerment, deepening the integration of advertising with manufacturing, comprehensive rural revitalization, other service industries, and consumption promotion, and enhancing the advertising industry's ability to serve the real economy. The third is collaborative opening up, supporting regions to adapt to local conditions, following a characteristic and specialized development path, supporting industrial agglomeration and development; supporting advertising and brands to go overseas collaboratively, and deepening international exchanges and cooperation. Fourth, forge the soul with value, strengthen the supply of high-quality public service advertisements, improve the investment mechanism for the creation and dissemination of public service advertisements, gather diverse joint efforts in public service advertisements, and promote the development of quality public service advertisements. The fifth is efficient governance, adhering to equal emphasis on regulatory standards and promoting development, improving the advertising supervision system, improving diverse co-governance and supervision mechanisms, and actively promoting the construction of an advertising standards system.
In the next step, the General Administration of Market Supervision and other departments will strengthen coordination, strengthen comprehensive policies, strengthen dynamic monitoring, mid-term evaluation and summary evaluation of the implementation of the Plan, ensure the implementation of various key tasks, and promote higher quality development in the advertising industry.
The original text is as follows:
Notice from seven departments including the General Administration of Market Regulation on issuing the “15th Five-Year Plan for the Development of the Advertising Industry”
Provincial, autonomous region, municipal market supervision bureau (department, committee), party committee network information office, culture and tourism department (bureau), department of education (education commission), public security department (bureau), commercial authority, radio and television bureau, Xinjiang production and construction corps market supervision bureau, party committee network information office, education bureau, public security bureau, commercial department:
The “Fifteenth Five-Year Plan for the Development of the Advertising Industry” is now being issued to you. Please implement it carefully in line with actual practice.
Interpretation of the “Fifteenth Five-Year Plan” for the Development of the Advertising Industry
Recently, the General Administration of Market Regulation, the Central Internet Information Office, the Ministry of Culture and Tourism, the Ministry of Education, the Ministry of Public Security, the Ministry of Commerce, and the State Administration of Radio, Film and Television jointly issued the “Fifteenth Five-Year Plan for the Development of the Advertising Industry” (hereinafter referred to as the “Plan”). The relevant content is interpreted as follows:
1. What is the overall development status of the advertising industry in China?
In recent years, the scale of China's advertising industry has expanded rapidly, quality and efficiency have improved markedly, and the foundation for high-quality development has been further consolidated. First, the scale of the industry has soared. The advertising business revenue of public institutions and enterprises above the national scale exceeded 2 trillion yuan, doubling during the “14th Five-Year Plan” period. Thirty national advertising industrial parks and a number of provincial advertising industrial parks have been built, and the industrial agglomeration trend is obvious. Second, the drive for innovation continues to increase. Digital transformation is progressing in depth, and Internet advertising revenue accounts for 89.1% of advertising revenue in various media. The supply of creative advertising continues to be abundant, effectively playing a role in shaping brand image and spreading advanced culture. Third, integrated development has become more prominent. “Advertising helps enterprises” and “advertising helps farmers” have achieved remarkable results, and employment creation effects are obvious. Public service advertisements strongly promote the construction of socialist spiritual civilization. Fourth, a breakthrough has been achieved in space layout. A collaborative development mechanism around major regional strategies has basically been established, and cross-border advertising service capabilities have been improved, effectively helping Chinese brands “go global”. Fifth, the business environment continues to be optimized. The “Three Products and One Device” advertising review process has been fully implemented online and “cross-provincial co-operation”. The advertising monitoring system operates efficiently, advertising management in the field of people's livelihood has achieved remarkable results, and the foundation for the long-term healthy development of the industry is more stable.
2. What are the new situations facing the development of China's advertising industry?
During the “15th Five-Year Plan” period, the development environment of the advertising industry underwent profound and complex changes, facing new opportunities and challenges. On the one hand, strategies such as a manufacturing power, a quality power, and a cultural power have been implemented in depth, and the service industry's capacity expansion and quality improvement have been accelerated to further strengthen the advertising industry's mission of serving the overall situation and empowering thousands of industries; the real economy is continuously consolidated, and the modern industrial system is being built at an accelerated pace to lay a solid foundation for the deepening integration and development of the advertising industry; digital intelligence technology has fully penetrated, driving innovation in the advertising industry development model and efficiency improvement, injecting strong momentum into the transformation of the advertising industry; the strategy of expanding domestic demand is being promoted in depth, and demand for brand marketing and scenario cultivation continues to be released to expand advertising services Large space; the whole country Joint promotion of unified market construction and high-level opening-up to the outside world has created a favorable development environment for the advertising industry to utilize both domestic and international markets and resources to raise energy levels and raise the level of innovation. On the other hand, the acceleration of technological iteration has brought about new governance problems such as data security, content generation, and algorithm ethics; the external environment is becoming increasingly complex, and uncertainty about “going global” in the advertising industry is further increasing; effective demand in the domestic market is insufficient, and the survival and development of small and medium-sized advertising companies is under great pressure. At the same time, we also need to see that core shortcomings in the industry still exist, and breakthroughs still need to be accelerated in areas such as improving innovation capabilities, enhancing the level of originality, cultivating leading enterprises and independent brands, and coordinated regional development.
3. What are the development goals of the advertising industry during the “15th Five-Year Plan” period?
The “15th Five-Year Plan” period is a critical period for basic socialist modernization to consolidate the foundation and gain full strength. It is also a critical stage for the advertising industry to comprehensively improve its development level and comprehensively enhance its strategic ability to serve the country. The “Plan” grasps the strategic opportunity period for the development of the advertising industry and determines the following development goals. First, the scale strength has reached a new level. The scale of the advertising industry is growing at an average annual rate of about 10%, and the quality of development of business entities continues to improve. Second, innovation has achieved a new leap forward, industrial R&D and creative investment continues to increase, and the level of digital intelligence has improved markedly. The third is to empower the real economy to show new results, advertising supports industrial upgrading, boosts consumption more strongly, and promotes “brand globalization.” Fourth, the industrial ecology has formed a new climate. Large, medium, and small enterprises have integrated development, in-depth upstream and downstream collaboration in the industrial chain, and coordinated regional development have achieved new breakthroughs. Fifth, social values have been newly developed, and the quality of advertising works has improved markedly. A number of advertising products showing cultural self-confidence and telling Chinese stories have emerged, and the creation and dissemination mechanism for public service advertisements has become more complete. Sixth, the effectiveness of governance has reached a new level, advertising laws and regulations have been further improved, the effectiveness of supervision and enforcement has improved markedly, and people's satisfaction has continued to rise.
4. What are the key tasks proposed in the “Plan”?
The “Plan” focuses on the development goals of the advertising industry during the “15th Five-Year Plan” period, and the system proposes five key tasks. The first is innovation-driven, coordinating digital intelligence transformation, subject cultivation, creative promotion, and talent development, promoting all-round innovation in advertising technology, content, models, and business formats, and enhancing the core competitiveness of the industry. The second is integration and empowerment, combining beneficial experiences during the “14th Five-Year Plan” period to deepen the integration of advertising with fields such as manufacturing, comprehensive rural revitalization, other service industries, and consumer promotion, and enhance the advertising industry's ability to serve the real economy. The third is collaborative opening up. In response to the problem of uneven development of the advertising industry, it is proposed to deepen major strategic regional linkages; support each region to adapt to local conditions, follow a characteristic and specialized development path, and support industrial agglomeration and development. In response to international development trends, we support advertising and brands to collaborate overseas and deepen international exchanges and cooperation. Fourth, forge the soul with value, strengthen the supply of high-quality public service advertisements, improve the investment mechanism for the creation and dissemination of public service advertisements, gather diverse joint efforts in public service advertisements, carry out “actions to improve the quality of public service advertisements”, and promote the development of quality public service advertisements. The fifth is efficient governance, adhering to equal emphasis on regulatory standards and promoting development, improving the advertising supervision system, improving diverse co-governance and supervision mechanisms, strengthening execution links, carrying out joint punishment, and actively promoting the construction of an advertising standards system.
5. How does the “Plan” further promote innovation and upgrading of the advertising industry?
Facing the wave of digital intelligence, the “Plan” takes innovation as the first task, coordinates innovation development and standardized governance, and promotes the digital transformation and upgrading of the advertising industry throughout the chain.
On the one hand, it supports the construction of underlying technology and data resources, encourages the development of advertising industry intelligence and lightweight large-scale model tools to enrich the supply of digital advertising products; on the other hand, strengthen innovative applications of artificial intelligence and other technologies, strengthen intelligent supervision, standardize the development of artificial intelligence generative advertising, and achieve the integrated promotion of technological innovation and industry governance. In addition, the “Plan” lays out key tasks such as cultivating advertising operators, improving advertising creativity, and cultivating advertising talents, such as supporting eligible advertising companies to apply for specialized and new small and medium-sized enterprises; encouraging the use of artificial intelligence and other technologies to promote innovative transformation of cultural elements and expand the supply of high-quality advertising; supporting ordinary universities and vocational colleges that are in a position to do so to strengthen the construction of advertising-related majors, develop interdisciplinary majors related to digital advertising, and cultivate complex talents who understand both technology and creativity.
6. What arrangements are made in the “Plan” for the development of public service advertisements?
Public service advertising is an important form of communication that is different from commercial advertising, and it is also an important vehicle for promoting advanced ideas and culture. The “Advertising Law of the People's Republic of China” stipulates that the state encourages and supports public service advertising campaigns to spread the core values of socialism and promote civilized culture. In order to implement the relevant regulations, the “Plan” lays out and implement “actions to improve the quality of public service advertisements”. In terms of institution-building, the “Plan” focuses on coordination and coordination, establishes multi-departmental consultation, research and judgment mechanisms, strengthens cross-sector and cross-departmental coordination, determines industry trends and publishes major creative themes through normalization, firmly grasps the correct promotion direction of public service advertisements, and consolidates the foundation for standardized development. In terms of content creation, high-quality creations are organized around themes such as Chinese-style modernization, socialist core values, and civic moral construction to promote public service advertisements that balance domestic values and international communication and empowerment, and help tell Chinese stories well. In terms of communication channels, based on the all-media communication pattern, we will open up communication channels for paper media, radio, television, and new media, build a global communication matrix, and continuously expand the coverage of public service advertisements. At the same time, the “Plan” promotes collaboration between government, enterprise and school media to carry out innovative research, improve the public service advertisement portfolio, actively encourage the public, various enterprises and industry organizations to participate in public service advertising activities, and enhance the value guidance, cultural communication power and social influence of public service advertisements.
7. How can the advertising industry better serve the development of the real economy during the “15th Five-Year Plan” period?
Advertising is a productive service industry, and the vitality of the advertising industry lies in serving and promoting other industries. The “Plan” lays out and implements the “Advertising+” campaign, which is guided by deep integration, accurately empowered by “one industry, one policy”, and comprehensively enhances the effectiveness of advertising services in the real economy. In terms of upgrading the service manufacturing industry, high-quality advertisements are used to help the manufacturing industry increase variety, improve quality, create brands, and accelerate the market-based development of emerging industries and future industries. In terms of serving the comprehensive revitalization of the countryside, we will continue to deepen actions such as “advertising to help farmers”, “strengthen agriculture by brand”, and “digital commerce to develop agriculture” to help build livable, easy to work and beautiful villages. In terms of promoting capacity expansion and quality improvement in the service industry, it provides full-link services to the productive service industry, innovates advertising service models for the lifestyle service industry, and helps build a number of internationally influential “Chinese service” brands. In terms of promoting the release of consumer vitality, give full play to the important role of advertising in brand design, reputation promotion, image maintenance, etc., enhance the consumer vitality of domestic trendy brands and “first launch, first store, debut, first exhibition”, etc., support the decline in high-quality advertising resources, and expand the consumer market in counties and villages.
8. How to organize and implement the Plan?
The “Plan” upholds and strengthens the Party's overall leadership over the development of the advertising industry, and extends Party leadership throughout all areas and processes of implementation of the plan. The General Administration of Market Supervision and other departments will strengthen coordination and promote the organization and implementation of the “Plan” through various means. The first is to strengthen coordination and coordination, strengthen cross-departmental coordination, promote the integration of the advertising industry into the overall layout of local economic and social development, make good use of policies in the fields of finance, land, talent, investment, data, and security, and support the development of the advertising industry. The second is to encourage experimentation first, support pilot exploration of major initiatives and innovative policies determined in the plan, where conditions are met, and summarize and promote replicable experiences. The third is to strengthen monitoring and evaluation, improve the statistical monitoring system, strengthen dynamic monitoring, mid-term evaluation and summary evaluation of the implementation of the plan, optimize policy measures in a timely manner, and ensure implementation of the goals and tasks of the plan.
This article was selected from the official website of the “General Administration of Market Supervision and Administration”. Zhitong Finance Editor: Jiang Yuanhua.