The China Advertising Association (CAA) Bartering Branch preparatory meeting was held in Beijing on October 8, 2021. Zhang Guohua, president of the CAA, pointed out that it is necessary to encourage innovation in advertising business models and evaluation methods to help create a better advertising industry development ecology.
At present, the barter trade of goods and advertising services in China also exists, but as a general business model to be widely promoted in the industry, there are still many issues that need to be resolved.
Chairman Zhang emphasized that the barter branch will assist OOH industry development, effectively use idle advertising resources to create value, and solve the prevalent dilemma of idle media resources in the industry. At the same time, it protects the industry's interests, conforms to the ecological characteristics of the advertising industry, and rationally plans and arranges resource use objects. All the processes will maintain market rules and comply with current regulations.
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