What is the development prospect and trend of advertising industry?

In recent years, with the steady development of national macro-economy and the rapid development of emerging media such as mobile communication, Internet and social media, the advertising industry has entered a period of vigorous development.

1.20 19 advertising business amounted to 867.428 billion yuan.

According to the data of the State Administration of Market Supervision, the advertising business in China reached 867.428 billion yuan in 20 19, an increase of 8.5% compared with 20 18, and the per capita advertising consumption was 6 19.57 yuan. Generally speaking, the domestic advertising industry in 20 19 is affected by the macro economy, and the advertising market is constantly adjusting. Compared with 20 18, the growth rate has decreased, but the overall trend is increasing.

Second, the traditional advertising market has declined, and Internet advertising has risen rapidly.

Judging from the market turnover of 20 19 advertising industry, the market share of traditional advertising represented by TV media and radio stations continues to be compressed due to the impact of Internet media such as online video, short video and online music, and Internet advertising has risen rapidly. In 20 19, the turnover of TV, radio, newspaper, periodical and internet advertisements in China was 134 10,12.882 billion yuan, 37.352 billion yuan, 6.758 billion yuan and 436.7 billion yuan respectively, accounting for advertising.

Third, the e-commerce advertising market occupies the top spot in Internet advertising.

From the composition of Internet advertising, e-commerce advertising business continues to rank first, with 20 19 accounting for 36%; Followed by search and video advertising, accounting for 15% and 13% of the total Internet advertising respectively. In recent years, with the emergence of new marketing forms, especially the development of marketing methods such as "red people bring goods", it has further promoted the innovation of advertising forms and promoted the continuous differentiation of emerging channels.

Fourthly, the comprehensive integration of various advertising forms has become a trend.

In recent years, with the in-depth application of computer technology, network technology and multimedia technology, new media forms such as Internet, mobile Internet and outdoor electronic media have emerged. New media advertisements, such as Internet advertisements, have achieved rapid growth, and their market position is increasing day by day, which has become the main force driving the growth of the whole industry. The new technology will use the integration of TV media, print media and Internet media to achieve "cross-screen linkage", which will make the advertising industry more intensive, and the comprehensive integration of various advertising expressions will become a trend.

—— The above data comes from the Analysis Report on Market Foresight and Investment Strategic Planning of China Advertising Industry by Forward-looking Industry Research Institute.