The report examines the current development of the global advertising market and communications，identifies their major problems，analyzes the root causes of these problems，and offers solutions.

In the “Current Status，” the paper examines the development of the global advertising market and such market in major regions and countries of North America，Asia Pacific，and Europe. It analyzes the scale of advertising by mainstream media in the global advertising market and examines the operating conditions and marketing of the world’s leading advertising companies.

The report finds that development of the regional advertising markets is seriously imbalanced，with the obvious trend of grouping and concentration of advertising companies and the mobile Internet has brought about unprecedented changes to the advertising industry. The main causes of the problems are the division of labor among countries as a result of imbalanced global economic and social development，the rapid development of science and technology and economic globalization.

The global advertising market will keep its stable growth；the share of the mobile digital advertising will continue to increase；enterprises will be getting more independent of advertising companies to build their own advertisement centers；and global advertising innovation will focus more on interactive participation and user experience.

The report makes the following recommendations for the Chinese advertising industry：cultivate a number of world-renowned multinational corporations and establish world-class brands；establish advertising and media groups of the advanced world level to participate in international competition；make full use of the Internet and develop new channels for disseminating information. The report also recommends that the world advertising companies should adapt to their new roles as soon as possible and all countries should strengthen economic and trade cooperation to tap development potentials.