Despite slowing growth, executives remain up-beat on China's digital ad economy.
Total media China's digital advertising spend will either grow or remain at 2015 levels, at around $78.3bn, according to a recent survey from Kantar Media.
Despite the rise in popoularity of smartphones, digital advertising spend across laptops, desktops and mobile devices will still fall short of television spend - unlike the UK, which saw the balance tipped for the first time recently.
Of the hundreds of marketing executives surveyed, 41% said they expected their budgets to increase, while another 25% believed it would remain at the previous year's level. Just 15% thought it would decrease, meaning a slowdown looks unlikely in 2016.
Kantar predicts that 37% of budgets will go to television, with 20% and 16% going to laptop and desktop and mobile internet devices, respectively.
eMarketer, a digital data provider, expects China's digital ad spend will, in fact, take up more than 50% of marketers' budgets at around $40bn in 2016. The discrepancy between the two analysts depends on the importance given to China's younger generation for marketers.