Taking on China's Out of Home Advertising: My Humble Journey

How it started

China's media landscape has transformed dramatically before my eyes over the 12 years I’ve worked in Advertising.

Print media's decline was swift and decisive – newspapers and magazines that once dominated advertising simply vanished from streets and homes.

The digital gold rush that followed promised precision and metrics but delivered complexity and uncertainty. Working with major brands, I saw firsthand how digital campaigns often struggled with credibility – impressive numbers on paper didn't translate to real brand awareness, and ad fraud became an increasingly costly concern. More than 80% of the world’s advertising fraud originates in China, according to GroupM, which has valued the risk of global fraudulent advertising at US$22.4 billion.

Ad fraud statistics reveal significant regional differences, with China experiencing the highest fraud share at 83.4%, while Australia's share is notably low at 0.4%.

Yet during this upheaval, Out of Home (OOH) advertising didn't just survive; it thrived. In their rush to master WeChat and Douyin/TikTok, international brands have surprisingly neglected one of China's most powerful advertising platforms – the urban environment where hundreds of millions of consumers live, work and play.

This insight led me to create Humble Giant.

The White Magnolia Megascreen illuminates the iconic Bund in Shanghai, blending modern architecture with vibrant digital displays in a bustling urban cityscape.

Bridging Two Worlds

Being Chinese and having worked extensively with international brands, I occupy a unique space. I understand why a campaign that works perfectly in New York might miss the mark in Nanjing, or why a message that resonates in London might need complete reimagining for Chengdu.

Building Something Different

The name "Humble Giant" was inspired by an old Chinese saying: "大智若愚" (The highest wisdom appears to be foolish). To succeed, you must have the humility to learn and the strength to deliver. This philosophy has become the cornerstone of everything I do.

When you work with Humble Giant, you're not just getting an agency; you're getting a team that has walked in your shoes. We understand your challenges because we've faced them ourselves.

We handle everything from creative adaptation to regulatory compliance, from vendor management to performance optimization. But more importantly, we serve as your cultural bridge, helping your brand tell its story in a way that truly resonates with Chinese consumers.

Reach out to us to learn more about how we can help you navigate China's OOH advertising landscape with confidence.