China: the search for results
Online marketing is a booming business in China. World Trademark Review looks at how best to protect and promote your brand in the cut-and-thrust world of pay-per-click advertising
Not so long ago, CCTV – China’s flagship state-run television network – was the most important advertising channel in the country, with its annual ‘golden resources’ auction breaking new records year after year. But when the network decided not to disclose the results of its auction for 2014 ad space, analysts saw this as an acknowledgement that it had finally surrendered its top position to Baidu, China’s largest search engine.
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