To accelerate the high-quality development of the local advertising industry and continuously stimulate internal momentum and innovation, the Tianjin Municipal Government has issued the "Tianjin Action Plan for Promoting High-Quality Development of the Advertising Industry (2026-2028)".
Primary Objectives
The plan sets forth several key goals. It aims for sustained growth in industry scale, targeting an annual increase in advertising revenue of no less than 15%. By the end of 2028, the goal is to exceed 50 billion yuan, with over 400 large-scale advertising enterprises, including at least 40 with revenues exceeding 100 million yuan.
It seeks to accelerate the release of agglomeration effects by gathering a large number of professional advertising and related enterprises, establishing public service platforms, and forming a "one core, multiple poles" industrial cluster development pattern featuring industrial chain collaboration and resource sharing.
The plan also focuses on enhancing innovation capabilities, promoting digital empowerment across the entire chain of advertising creativity, production, and dissemination. It aims to build a number of think tanks and industry-education integration communities, with digital advertising revenue expected to account for over 85% of total advertising revenue by the end of 2028.
Strengthening talent support is another objective, involving improving mechanisms for talent introduction, cultivation, and retention, steadily increasing the proportion of creative design talent, young talent, and highly educated personnel to build a robust team of high-level practitioners.
Finally, the plan aims to optimize the industrial ecosystem by providing more efficient and convenient government services, establishing market error correction mechanisms, reducing corporate compliance costs, and fostering a fair, orderly, and innovative advertising market environment.
Key Initiatives
The action plan outlines a series of key tasks. These include strengthening the cultivation of business entities to expand the industry's scale and volume, accelerating the digital and intelligent upgrade of the industry to enhance core competitiveness, and vigorously promoting industrial integration to broaden the development space for advertising.
It also involves building a robust talent cultivation system to nurture high-quality advertising professionals, solidifying foundational industrial support elements, and strengthening advertising compliance supervision to optimize the industrial development environment.
Supporting Measures
To ensure implementation, the Tianjin Municipal Market Supervision Commission, in conjunction with the Municipal Development and Reform Commission and the Municipal Finance Bureau, will establish a dedicated task force for the development of Tianjin's advertising industry. This office will be responsible for coordinating and overseeing policy implementation, project execution, and regulatory services, and will address major issues in industrial development.
The advertising industry will be included within the scope of special municipal financial funds for the service sector. District-level authorities are encouraged to utilize municipal and district-level policy funds, revitalize local outdoor advertising media, and promote the distinctive development of regional advertising industries.
Relevant municipal departments are tasked with implementing supportive policies covering innovation incentives, financial support, tax benefits, talent introduction, and market access to ensure the efficient advancement of key tasks and the timely achievement of primary objectives.
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