What is the prospect of advertising industry?

The total advertising market has exceeded 700 billion.

With the rapid development of national economy and the increasing status of China's consumer market, the advertising efforts of international brands and domestic brands have been increasing, and the advertising industry has entered an unprecedented active period, and the market scale has been expanding. At the same time, relying on digital media and wireless terminal technology, accurate communication, interactive marketing and other new forms of communication, further promoted the growth of the advertising market.

According to the statistics of China Investment Corporation, according to the expenditure of advertisers, the compound annual growth rate of the total advertising market in China reached 7.5% from 20 14 to 20 18; By 20 18, the total advertising market in China has exceeded 700 billion yuan, reaching 748 10 billion yuan, up 8.5% year-on-year.

In terms of market segmentation, according to the difference of traditional media, China's advertising market can be roughly divided into TV advertising market, digital advertising market, outdoor advertising market and other advertising markets (such as traditional print media and radio stations). ).

The TV advertising market is one of the important parts of the advertising market, but in recent years, under the impact of the Internet, the growth of the TV advertising market is limited. From 20 14 to 20 18, the compound annual growth rate of TV advertising market was only 2.4%, which was much lower than the overall advertising market growth rate in the same period. In 20 18, the TV advertising market in China was about 222 billion yuan, accounting for 29.7% of the total advertising market.

The digital advertising market is the most important growth point of the current advertising market, especially the digital advertising platform based on the refinement of big data, which can make more accurate prediction or execution and completely ignite the enthusiasm of advertisers. From 20 14 to 20 18, the compound annual growth rate of digital advertising market is as high as 23.9%. By 20 18, the digital advertising market has grown to 348 1 100 million yuan, accounting for 46.5%.

In the future, the development of advertising industry will develop in the direction of "three-oriented", that is, precision, scene and integration.

The trend of precision in the advertising industry is mainly due to the maturity of big data and artificial intelligence technology. Through the blessing of big data and artificial intelligence technology, the advertising platform not only deeply understands and analyzes the needs of users, but also uses big data to accurately locate the target consumer groups. At the same time, it also analyzes the user's behavior in detail, whether it is the advertising channel or the user's activation and retention behavior, so as to achieve accurate delivery for advertisers.

Scene advertising is an important driving force for the sustainable development of the advertising market at this stage, and it has attracted more and more attention. The trend of advertising scene is helpful for users to accept and consume advertising products, because scene advertisements, such as elevator advertisements and cinema advertisements, are put into life scenes and the user experience is improved; Moreover, users can get other users' experiences from virtual scene advertisements, such as information flow advertisements. In addition to experience, scene advertisements such as information flow advertisements and O2O advertisements can also improve users' participation and interactivity. Users' demand for experience and participation and advertisers' emphasis on user experience and participation make scene one of the important trends in the advertising industry in the future.

As a new development trend of advertising industry, integration is mainly due to advertisers' pursuit of moderate integration of content and advertising. In this moderate integration, we can not only maintain the relative independence of the content, but also obtain the identifiability of the brand or product, such as the soft text advertisement of WeChat official account. In addition, advertising integration takes content as the connection point, connecting advertisements, users and scenes to maximize advertising effect and user value.

—— The above data sources refer to the Analysis Report on Market Foresight and Investment Strategic Planning of China Advertising Industry issued by Foresight Industry Research Institute.