We know that the global online advertising industry is growing at a rapid pace. Stats in fact show that global online advertising spend has reached US$80.2 billion this year - an increase of 17.2 per cent from the previous year. And this is just the beginning. It is believed that by 2015, the global online advertising industry will contribute 22 per cent of the total media spend.

We know that consumer online behaviour in China is changing. You just have to look at the growing number of consumers regularly updating their status on social networking sites or via micro-blogging tools, watching videos or listening to music, or even using their phones to look for information on-the-go to realise that the Internet is changing how people live their lives. Seemingly, Chinese consumers are becoming more efficient online as well. Rather than random surfing,

Brands cannot afford to ignore the Chinese consumer when marketing to the rest of the world anymore. With a population of over 1.3 billion and GDP levels growing at 9.8 percent , China is the worlds largest marketplace. To engage with the over 1.3 billion Chinese consumers, marketers MUST understand what they want and how they make their purchase decisions. We know that their purchase behaviour is changing,