Digital advertising in the US is a componentof a much larger advertising system. Digitalplays a limited role as tactical, bottom-offunnel tool, while traditional ads account forthe bulk of the brand-level, top-downadvertising.Digital is the “dessert in the US, where inChina, it is the main course”(*) 80%+ of alladvertising in China is digital and so, digitaladvertising in China is full-funnel. It is taskedwith producing both brand and sales effects.
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