There is still huge downward pressure on China’s macro-economy from 2016 to 2018，and the advertising market，as a weather vane and barometer of the economy，is also under great pressure. From 2016 to 2018，the proportion of advertisers’ marketing promotion expenses to sales has been running at a low level. In this context，how can advertisers’ marketing communications break the game？Since 2018，advertisers’ marketing concepts，basic marketing strategies，and media strategies have all undergone new changes，and advertisers have been innovating under pressure. Looking into the future，advertisers will focus on technology and data，brand upgrades and globalization，and cooperation models.