The development trend of news media

In recent years, with the steady development of the country's macro-economy and the rapid development of mobile communications, the Internet, social media and other emerging media, the advertising industry has entered a period of booming development.

I. Advertising turnover reached 867.428 billion yuan in 2019

According to the State Administration for Market Supervision and Administration (SAMSA), China's advertising turnover in 2019 amounted to 867.428 billion yuan, an increase of 8.5% compared with 2018, and per capita advertisement consumption amounted to RMB 619.57. Overall, in 2019, the domestic advertising industry was affected by the macroeconomic impact, the advertising market was in continuous adjustment, and the growth rate declined compared with 2018, but the overall growth trend was shown.

Two, the number of employees in China's advertising industry in 2019 is about 5.93 million people

According to the State Administration for Market Supervision and Administration, the number of employees in China's advertising industry in 2019 is about 5.93 million people, an increase of 6.32% compared with that of 2018, which is a narrower rate of growth compared with previous years.

Third, the traditional advertising market fell back, the rapid rise of Internet advertising

From the point of view of the segmented market turnover of the advertising industry in 2019, due to the impact of Internet media such as online video, short video and online music, the traditional advertising market share represented by television media and radio stations continued to compress, and Internet advertising rose rapidly.2019 China's television, radio advertising, newspaper and periodical advertising, and Internet advertising turnover were 134.1 billion yuan, 12.882 billion yuan, 37.352 billion yuan, 6.758 billion yuan, and 436.7 billion yuan, accounting for 15.46%, 4.31%, 1.49%, 0.78%, and 50.34% of the advertising industry market share, respectively.

Four, the e-commerce advertising market occupies the top chair of Internet advertising

From the perspective of the composition of Internet advertising, e-commerce advertising continues to rank first in terms of the amount of business, accounting for 36% in 2019; followed by search and video advertising, respectively, occupying 15% and 13% of the total amount of Internet advertising, and in recent years, with the emergence of new forms of marketing, in particular, reddish people with goods and other marketing means of development, further promoting the innovation of advertisement placement form and promoting the continuous differentiation of emerging channels.

Fifth, the comprehensive integration of multiple forms of advertising expression has become a trend

In recent years, with the in-depth application of computer technology, network technology and multimedia technology, it has continuously given rise to the Internet, mobile Internet and outdoor electronic media as the representative of the emerging forms of media, with Internet advertising as the representative of the new media advertising to obtain rapid growth, the market position is increasingly improving, and has become a major force to drive growth of the industry as a whole. New media advertising, represented by Internet advertising, is enjoying rapid growth and its market position is increasing, becoming the main force driving the growth of the whole industry. The new technology will utilize the integration of TV media, print media and Internet media to realize "cross-screen linkage", making the advertising industry more intensive and the comprehensive integration of various forms of advertising expression has become a trend.

--The above data source and analysis please refer to China Advertising Industry Market Outlook and Investment Strategy Planning Analysis Report by Prospect Industry Research Institute.