Original Title: Notice on the Issuance of the "Implementation Plan for Promoting the High-Quality Development of the Digital Advertising Industry in Putuo District"
To all commissions, offices, and bureaus of the District Government, and all subdistrict offices and town governments:
The "Implementation Plan for Promoting the High-Quality Development of the Digital Advertising Industry in Putuo District" was reviewed and approved at the 29th Executive Meeting of the District Government on March 28, 2023, and is hereby issued.
Shanghai Putuo District Bureau of Culture and Tourism
Shanghai Putuo District Market Supervision Administration
Shanghai Putuo District Development and Reform Commission
Shanghai Putuo District Commerce Commission
Shanghai Putuo District Science and Technology Commission
Shanghai Putuo District Finance Bureau
Shanghai Putuo District Human Resources and Social Security Bureau
Shanghai Putuo District Investment Promotion Office
Shanghai Putuo District Financial Services Office
April 10, 2023
Implementation Plan for Promoting the High-Quality Development of the Digital Advertising Industry in Putuo District
To expedite the implementation of the "Guiding Opinions on Promoting the High-Quality Development of Shanghai’s Digital Advertising Industry," advance the high-quality development of Putuo District’s digital advertising industry, and support Shanghai’s efforts to build itself into an "International Digital Advertising Hub," the following policy support will be provided to digital advertising enterprises or institutions that are legally established in Putuo District, have a good credit record, and align with the district’s industrial orientation:
I. Promoting the Clustered Development of Digital Advertising Enterprises (Responsible Departments: District Bureau of Culture and Tourism, District Market Supervision Bureau, District Commission of Commerce, District Investment Promotion Office)
1. For newly established or relocated leading digital advertising enterprises in the district, based on their contribution to the region and their leading and driving role in industrial development, a one-time startup subsidy of up to 3 million yuan may be granted upon approval, disbursed over three years. If the enterprise also meets the criteria for “Supporting the Development of Newly Introduced Targeted Enterprises” as stipulated in the “Implementation Opinions on Serving Enterprise Development in Putuo District,” the enterprise may receive the higher amount without duplication.
2. Digital advertising enterprises newly established or relocated to the district that lease office space within the district for their own use may, upon approval, receive a rent subsidy of up to 30% of the contract amount, with a cumulative total not exceeding 3 million yuan over three years.
3. Eligible digital advertising headquarters enterprises, upon verification, may receive support for headquarters economic development in accordance with the "Implementation Opinions on Serving Enterprise Development in Putuo District."
4. Digital advertising enterprises that are newly included in the advertising statistics as legal entities above a certain scale may, upon verification, receive a one-time special incentive.
II. Encouraging the Development of New Digital Advertising Business Models (Responsible Units: District Development and Reform Commission, District Commerce Commission, District Culture and Tourism Bureau, District Market Supervision Bureau, District Investment Promotion Office)
5. Eligible digital advertising enterprises applying for municipal-level financial support funds, such as the Shanghai Service Industry Development Guidance Fund and the Shanghai Financial Support Fund for Promoting the Development of the Cultural and Creative Industries, will be given priority recommendation and matching support.
6. Newly recognized Shanghai “Specialized, Refined, Unique, and Innovative” (SRUI) SMEs will receive a 100,000 yuan reward; those that pass the re-evaluation will receive a 50,000 yuan reward; and newly recognized national-level “SRUI Little Giant” enterprises will receive a 500,000 yuan reward.
III. Supporting Digital Advertising Enterprises in Enhancing Creative Capabilities (Responsible Units: District Culture and Tourism Bureau, District Market Supervision Bureau)
7. Enterprises whose original works win international, national, or provincial/ministerial-level advertising awards may, upon verification, receive a reward of up to 1 million yuan.
IV. Strengthening Digital Technology Application and Data Support (Responsible Units: District Science and Technology Commission, District Culture and Tourism Bureau, District Market Regulation Bureau)
8. Eligible enterprises are encouraged to apply for High-Tech Enterprise certification. Upon certification, they may enjoy relevant preferential policies in accordance with regulations. A reward of 200,000 yuan may be granted to high-tech enterprises that pass certification for the first time or are newly introduced. A reward of 50,000 yuan may be granted to high-tech enterprises that successfully renew their certification.
9. Enterprises that establish industry-specific public service platforms and demonstrate breakthrough research in new technologies within the digital advertising sector, exhibit a demonstrative and leading effect, and promote regional industrial clustering may, upon verification, receive a one-time grant of up to 3 million yuan.
10. Enterprises that utilize new technologies such as artificial intelligence, big data, cloud computing, blockchain, and 5G to conduct practical applications and R&D may, upon approval, receive a one-time grant of up to 2 million yuan, limited to 20% of the investment amount.
V. Support for Intellectual Property Creation and Standard Development in the Digital Advertising Sector (Responsible Units: District Market Supervision Bureau, District Culture and Tourism Bureau)
11. Enterprises and institutions that obtain “Shanghai Brand” certification will receive a reward of 300,000 yuan; each subsequent recertification will be rewarded with 100,000 yuan. If a single enterprise or institution has multiple brand products or services certified as “Shanghai Brands,” rewards will be granted separately for each brand.
12. For entities participating in the formulation or revision of international, national, industry, or local standards, the lead drafting enterprise or institution shall receive rewards of 300,000 yuan, 200,000 yuan, 100,000 yuan, and 50,000 yuan, respectively. Enterprises or institutions undertaking national-level or municipal-level standardization demonstration (pilot) projects or standardization service industry pilot projects shall receive rewards of 200,000 yuan and 150,000 yuan, respectively.
13. Enterprises and institutions that receive the China Quality Award shall be awarded 1 million yuan; individuals who receive the China Quality Award shall be awarded 200,000 yuan. Enterprises and institutions that receive the China Quality Award Nomination Award shall be awarded 500,000 yuan; individuals who receive the China Quality Award Nomination Award shall be awarded 100,000 yuan.
Enterprises and institutions awarded the Shanghai Mayor’s Quality Award shall receive a reward of 1 million yuan; individuals awarded the Shanghai Mayor’s Quality Award shall receive a reward of 100,000 yuan. Enterprises and institutions awarded the Shanghai Quality Gold Award shall receive a reward of 500,000 yuan; individuals awarded the Shanghai Quality Gold Award shall receive a reward of 50,000 yuan.
Enterprises, institutions, and individuals receiving the District Government Quality Award shall be granted corresponding rewards in accordance with the relevant provisions of the "Administrative Measures for the Shanghai Putuo District Government Quality Award."
14. Advertising enterprises classified as Grade 1 that newly obtain a license to use the CNAA certification mark from the China Advertising Association may be granted a one-time reward of 400,000 yuan.
VI. Strengthening the Development of Digital Advertising Talent (Responsible Units: District Human Resources and Social Security Bureau, District Investment Promotion Office, District Culture and Tourism Bureau, District Market Supervision Bureau)
15. Enterprises that have made significant contributions to the region’s economic and social development may, upon approval, be granted up to 10 slots annually for talent apartments or rental subsidies.
16. Enhance the functionality of the “Putuo Talent Privilege Card” to provide “one-stop” services—including medical coverage and guidance on children’s school enrollment—to teams of high-level talent at eligible digital advertising enterprises.
17. Strengthen the recruitment and cultivation of digital advertising talent; eligible high-level talent from qualified enterprises may be given priority for recommendation to apply for various talent programs at all levels.
VII. Expand Financial Services for Digital Advertising Enterprises (Responsible Units: District Financial Affairs Office, District Finance Bureau, District Culture and Tourism Bureau, District Market Regulation Bureau)
18. Encourage financial institutions, such as banks, to provide financial support to eligible enterprises through “batch loans” and services offered by Shanghai’s banking sector’s specialized branches for cultural and creative industries.
19. Enterprises that conduct an initial public offering (IPO) and list on the Shanghai Stock Exchange, Shenzhen Stock Exchange, Beijing Stock Exchange, or major overseas stock exchanges will receive a grant of up to 4 million yuan; enterprises listed on the National Equities Exchange and Quotations (NEEQ) will receive a grant of up to 1.05 million yuan; and enterprises listed on the Shanghai Equity Custody and Trading Center (E-Board, N-Board) will receive a grant of up to 500,000 yuan.Digital advertising enterprises newly relocated to the district that complete their IPO within two years of the official relocation date will receive an additional 500,000 yuan in funding.
VIII. Promoting Exchange within the Digital Advertising Industry (Responsible Units: District Culture and Tourism Bureau, District Market Supervision Bureau)
20. For digital advertising industry events or projects held in the district that are recognized as having significant influence, a one-time grant of up to 1 million yuan may be provided, covering up to 50% of operational expenses.
IX. Enhancing Industrial Cluster Chain Effects (Responsible Units: District Culture and Tourism Bureau, District Market Supervision Bureau)
21. For those designated as national-level advertising parks, a one-time grant of up to 2 million yuan may be provided, not exceeding 30% of the total investment in park construction; for those designated as Shanghai-level advertising parks, a one-time grant of up to 1 million yuan may be provided, not exceeding 30% of the total investment in park construction.
X. Other Provisions
22. Enterprises with industry-leading effects and key platform projects recognized by the Putuo District Cultural and Creative Industry Promotion Leading Group Office, subject to approval by the District Cultural and Creative Industry Promotion Leading Group, may receive support on a case-by-case basis.
The above policy provisions are based on the "Putuo District '3+5+X' Industrial Policy System (2023 Edition)." The final interpretation of these policies rests with the Putuo District Bureau of Culture and Tourism, the District Market Supervision Bureau, the District Development and Reform Commission, the District Commerce Commission, the District Science and Technology Commission, the District Finance Bureau, the District Human Resources and Social Security Bureau, the District Investment Promotion Office, the District Financial Affairs Office, and other relevant departments.
