Will advertising marketing recover in 2023?

Text/Editor Lu Shiming/Gail In the past few years, the global advertising industry has faced great challenges. The reason behind it is that under the impact of the epidemic, the global consumption power has weakened, and all walks of life are undergoing the test of the big environment. Advertising marketing is closely related to the consumer market. In the past few years, the epidemic has brought a huge impact on the consumer market, directly affecting the marketing investment of advertisers. However, all walks of life have bottomed out. At home, the policy of epidemic prevention and control has been liberalized, and the negative impact has gradually weakened. The consumer market is also gradually recovering. It is not difficult to see that many brands are gradually increasing their investment in marketing expenses, and the recovery of the advertising industry can be foreseen. The international market will pick up first. Look at the overseas market first. The epidemic prevention and control policies in foreign markets will be opened before the domestic market. Therefore, the development of foreign markets has certain reference significance for the domestic market. Overseas Internet giants such as Meta and Twitter, which account for a large proportion of advertising revenue, have been trapped in the overall downturn of the advertising industry in the past few years, making it difficult to adapt to the sluggish advertising market. However, with the loosening of the global epidemic prevention and control policy, the improvement of the certainty of the market supervision environment, the continuous adjustment of Internet companies to enhance their adaptability to the external cold winter, the downward trend of brand placement has been curbed, the advertising business of major manufacturers has been significantly improved, and the whole market has gradually recovered. After the epidemic prevention and control policy was gradually liberalized, Northeast Securities resumed the advertising business of American, Japanese and Korean advertising companies. It is found that with the gradual recovery of macro-environment and tourism, the advertising business income is also gradually picking up. Specifically, after the gradual liberalization of epidemic prevention and control, the average quarterly revenue growth rate of American/Japanese/Korean advertising companies is 4. 1%/0.6%/4.3%, and the revenue in 2022Q3 has recovered to 93%/77%/92% of that in 20 19Q4, among which outdoor advertising media performed better than other media, and the United States.