International Advertising

Advertise in China.

Advertise in China with One Day Agency

Reach one of the biggest audiences in the world.

UK and multinational brands are increasingly looking for opportunities to reach and engage with the Chinese consumer market – the biggest in the world. There is enormous potential to advertise in China to diverse audiences through unique and distinct platforms widely used by large portions of the population.

The regulatory advertising framework in China is very different – and more complex – than in the UK, Europe or the US. But leveraging the scope and scale of Chinese advertising can be transformative, capturing interest through dynamic digital media as a core form of content consumption.

One Day Agency helps UK and international brands enter the Chinese market through advertising across Chinese digital platforms and major out-of-home media.

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Why Advertise in China?

China's e-commerce economy eclipses that of any other country and is worth an estimated $2.2 trillion a year in sales revenues. Alongside this growth, the advertising sector has expanded dramatically, with around 97% of all online traffic originating from smartphones and mobile devices – nearly double that of every other location.For UK and Western brands, this means they can:

Optimise and adapt advertising media and messaging for specific audiences with high impressions and repeat exposure.
Select key platforms and channels most used by their target demographics with the certainty that a significant proportion will actively engage with the content.
Capitalise on high-volume responses, such as one-click digital shopping and online purchases, using customised digital advertising to attract desired viewer groups.
Use their position as a Western brand to improve audience interest, branding products or services in ways that are perceived as more valuable or sought-after in international markets.

Working with an accomplished China advertising agency that understands governmental controls on the type, nature and content of branded ads is essential. It ensures you can extract maximum value without inadvertently breaching Chinese advertising regulations.

Why One Day?

We're a highly experienced all-senior team of integrated advertising specialists. We work with clients to advertise in China to meet specific brand objectives – from gaining traction and market share in new markets, to delivering returns on advertising investments far above the norm.

Advertising in China requires professional expertise to navigate the ecosystem and regulations. But with the right placements, fully compliant creative, and the right scope, your campaigns can deliver substantial results within this rapidly growing market.

Our Work

China Advertising Formats

WeChat Advertising in China

WeChat is China's dominant super-app. It’s used for messaging, shopping, ticket purchases, leisure and research, among many other functions.
It has over 1.4 billion active users every month and high usage within affluent demographics. Brands use WeChat advertising to reach huge audiences, including international users, with options to intelligently target ads to selected groups.
Ad formats include Moments ads (similar to Facebook feed ads), banner ads within Official Accounts and Mini Program ads. Mini Programs alone have over 945 million monthly users.
You can create a verified WeChat e-commerce store to instantly convert leads into confirmed sales. It's also possible to replicate existing brand media in a location-specific banner format, extending impressions across expansive markets with strong returns.

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Weibo Advertising in China

Weibo has around 588 million active users per month. These users are primarily younger adults and teens who are focused on trending content and dynamic digital advertising that captures interest and attention.
The accessibility controls are broader than those of comparable platforms. This allows brands to create high-visibility content with strategic ways to develop campaigns and media that have a strong chance of becoming viral.
Building a finely tuned target database, collating engagement metrics, and driving direct sales can help UK brands exceed their target revenues. Weibo offers in-depth analytical tools and varied pricing models to support this.

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Baidu Advertising in China

Baidu is China's leading search engine – the equivalent of Google in a market where Google is blocked. Its remarkable 64% market share illustrates the reach and user density brands can use to their advantage through advertising campaigns.
The search engine offers multiple marketing solutions, tools and formats with excellent conversion rates, especially in comparison to UK alternatives. It also presents options for tactical optimisation using niche keywords and phrases that resonate with core audiences.
Brands can develop multi-touchpoint advertising to improve exposure. This includes in-feed promotions, brand zone placements, and audience segmentation tools to optimise advertising spending based on competition and viewer responses.

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Douyin Advertising in China

Douyin is the Chinese version of TikTok – but it operates as a completely separate app with its own features, algorithm and e-commerce ecosystem. It has over one billion monthly active users, and users spend an average of 120 minutes per day on the platform.
Its built-in commerce infrastructure sets it apart. Advertisers can run in-feed video ads, brand takeover ads, search ads, hashtag challenges and live-stream commerce – all through ByteDance's OceanEngine platform.
For UK brands, Douyin is one of the most powerful ways to reach younger Chinese consumers through short-form video and social commerce.

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Xiaohongshu (RedNote) Advertising in China

Xiaohongshu – also known as Little Red Book or RedNote – is China's leading lifestyle and product discovery platform. It has over 300 million monthly active users.
Users share detailed reviews, photos and videos about products, beauty, travel and lifestyle. Around 90% say platform content influences their purchases. Ad options include in-feed ads, search ads, KOL and KOC partnerships, and brand accounts.
It's especially strong for xbeauty, fashion and lifestyle brands entering China.

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Out-of-Home Advertising in China

China's out-of-home advertising market is one of the largest in the world. From digital billboards in Shanghai and Beijing to transit media on metro networks and high-speed rail, OOH is a powerful channel for brand visibility – especially for international brands.
Options include roadside and digital billboards in Tier 1 and Tier 2 cities, metro and transit media across major urban networks, airport advertising in hubs like Beijing Capital and Shanghai Pudong, and digital out-of-home (DOOH) screens with programmatic buying.
OOH works especially well alongside digital campaigns – combining the broad reach of physical media with the precision of online targeting. One Day's international OOH team can plan and buy outdoor media across China's major markets.

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Latest Out-of-Home Campaigns.

See below our selected work in media planning and buying, click or tap to view.

Technology Services - International OOH Campaign

FMCG - Out-of-Home Campaign in Ireland.

Non-Alcoholic Beer - Out-of-Home Campaign & TV

More OOH Case Studies

Meet the Media Team

Klaudia

Head of Department

Shelby

Media Planning & Buying

Scott

Media Planning & Buying

Meet One Day Team

“Advertising in China has its unique challenges and hurdles so it is important you work with an agency that is established in the country. One Day has the capacity to deliver advertising both in China and Chinese audiences in the UK.”

Ricardo Seixas, Founder and CEO, One Day Agency

Frequently Asked Questions.

Advertising in China requires a tailored approach that goes beyond simply translating existing campaigns. The process starts with understanding local regulations, as all ads must comply with strict government guidelines.
Next, businesses need to choose the right channels – global platforms like Google and Facebook are blocked, so success depends on leveraging local giants such as WeChat, Weibo, Douyin (TikTok China), and Baidu. For physical campaigns, China also offers extensive out-of-home options including digital billboards, metro advertising and airport media.
Content must be adapted to Chinese language, culture and consumer expectations, often focusing on storytelling and community engagement.
Partnering with local agencies or One Day Agency can help brands build credibility and reach, while careful media planning ensures visibility across both digital and offline touchpoints.
Advertising laws along with language and culture differences can make it more complex for a British brand to launch a successful marketing campaign. This is where the One Day team can step in to advise on how to repurpose or adapt your branding, messaging, and promotions for a Chinese audience. You can read more about our international advertising work here.
Reforms in 2015 mean that the government's advertising legislation is more robust. It includes strict controls on aspects such as fake promotions and restrictions on how brands can portray their products or services to Chinese consumers.
However, the trick is to work with an advertising agency that knows the regulations, can ensure your advertisements and media comply with cultural and social norms, and helps you gain all the advantages that high-profile advertising in China offers.
While many companies assume that billboard advertising is the way to go, audience perceptions mean that static and physical media is often regarded as outdated and less likely to initiate the engagements and reactions you want.
As much as 85% of all media advertising spend is allocated to digital via mobile devices, meaning a well-placed, professional, and immersive digital campaign can reach as much as two-thirds of the entire Chinese advertising market.
The most effective campaigns often combine both – digital platforms for targeting and engagement, and out-of-home media for broad awareness in key cities.
Yes, the norm should be to translate all written content into Chinese since this is more familiar and understandable to most audiences.
However, there are circumstances in which an advert focused on a brand's location or heritage could be more impactful without translating some aspects of the advertising campaign.
Costs vary by platform, format, objectives and advertising channel. For out-of-home, costs depend on format, location and duration. Premium billboard spots in Shanghai and Beijing command higher rates, while transit and metro advertising can offer strong reach at lower cost points.
Contact One Day for a tailored quote.

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What our clients are saying…

Codorníu Raventos - International Brand Manager Europe & Asia

“About Nielsen data: It is once again very positive for us because while the category fell by 11.6% in value, and the cava category decreased by 5.6%, we are once again the green dot in the data, growing vs. the previous year's and increase of market share. These results are clearly related to the MKT campaigns during April and July. So, once again, thank you very much for your wonderful support. We are achieving great things in the UK thanks to these impactful marketing campaigns.”
Mark Hodson, VP of Marketing at UNiDAYS

"Freshers is such a pivotal moment for UNiDAYS. As the UK's leading student platform, working with a tried and trusted team was key. We've found that in One Day. Their professionalism and unique approach to measuring effectiveness and incrementality is truly exceptional".
General Manager, Itchy Baby Co

“We needed a digital agency that rocks the pants off it in the social & digital space that was fast, flexible, insightful and fun. Critical for us was someone that was responsive, really understood paid digital, and had the ability to make short, sharp, quick creative ads. One Day is that Agency. We are extremely excited to see what 2021 brings working with the talented team as we launch into the UK.”
Gurveer Chana, BigCommerce's Demand Generation Manager

“It was an incredible experience partnering with IDA agency. We handed them a strict budget, and they met it and exceeded our expectations. Their professionalism, creativity, and unwavering support were instrumental in our campaign’s success. From designing ad t picking locations and strategies, the were with us every step of the way, and we couldn’t be happier with the results.”