As the country strives to be a consumer-based economy, it is not surprising that advertising spending in China has risen by leaps and bounds the past few years, especially as the population becomes more affluent and middle class, and even expects tailored ads. However, the ad spend is also changing to reflect the times. Mobile spending has risen by ten-fold over the past three years, while print spending is slowly dropping off. Outdoor ads see consistent growth, while online advertising in 2015 was not as popular as it was in 2014. More changes are sure to come along as the digital disruption continues.