Totem：2024年中国市场营销及媒体环境报告（英文版）

Digital advertising in the US is a component of a much larger advertising system. Digital plays a limited role as tactical, bottom-offunnel tool, while traditional ads account for the bulk of the brand-level, top-down advertising. Digital is the “dessert in the US, where in China, it is the main course”(*) 80%+ of all advertising in China is digital and so, digital advertising in China is full-funnel. It is tasked with producing both brand and sales effects.