艾媒咨询 | 2023-2024年全球及中国信息流广告市场发展状况与消费行为数据分析报告

信息流广告一种依据社交属性，对用户喜好和特点进行智能推广的广告形式。随着目前短视频等快餐式娱乐软件的流行，信息流广告市场得到了一定的发展。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2023-2024年全球及中国信息流广告市场发展状况与消费行为数据分析报告》数据显示，2018至2023年间，中国网络广告支出从1001.3亿美元稳步上升至2023年的1543.0亿美元。
艾媒咨询分析师认为，随着互联网技术的发展，中国信息流广告市场将迎来更广阔的市场。
Information flow advertising is a form of advertising that intelligently promotes user preferences and characteristics based on social attributes. With the popularity of fast food entertainment software such as short video, the information flow advertising market has been developed to a certain extent. The latest "2023-2024 Global and China Information Flow Advertising Market Development and Consumer Behavior Data Analysis Report" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, shows that from 2018 to 2023, China's online AD spending has risen steadily from $1001.3 billion to $154.30 billion in 2023.
Analysts from iiMedia Consulting believe that with the development of Internet technology, China's information flow advertising market will usher in a broader market.

艾媒咨询|2021年中国数字化营销行业研究报告

本报告涉及的案例/品牌/企业：利欧股份，热云数据

数字化营销是使用数字传播渠道为产品和服务进行推广的实践活动，从而以一种及时、相关、定制化和节省成本的方式与消费者进行沟通。iiMedia Research(艾媒咨询)数据显示， 2021年中国数字化广告行业的投融资金额达37.71亿元。在细分领域中，资本在2021年主要倾向整合营销，其次是互联网及移动广告。传统广告发展受到了数字化广告行业冲击，兼容传统形式与数字化形式的整合营销模式是广告主关注重点。
Digital marketing is a practical activity that uses digital communication channels to promote products and services, so as to communicate with consumers in a timely, relevant, customized and cost-saving way. According to iiMedia Research, the investment and financing amount of China's digital advertising industry reached 3.771 billion yuan in 2021.In the subdivided fields, capital mainly tends to integrated marketing in 2021, followed by Internet and mobile advertising. The development of traditional advertising has been impacted by the digital advertising industry. The integrated marketing model compatible with traditional and digital forms is the focus of advertisers.

艾媒报告|2020-2021中国 MCN产业运行大数据监测及趋势研究报告

本报告研究涉及企业/品牌/案例：星期六,极米传媒科技,天龙集团,引力传媒,日出东方,元隆雅图,国旅联合,美盛文化,网达软件,粤传媒,中广天择,黑芝麻,中昌数据,拉芳家化,日播时尚,天创时尚,芒果超媒,安奈儿,南极电商,电声股份,搜于特,沉浸文化,大鹅文化,婉锐(上海)电子商务,网星梦工厂,杭州微念科技,灰斑马,彦祖文化,小象互娱,五月美妆,泰洋川禾,光风霁月,papitube,薇娅,李佳琦,李子柒,办公室小野,张大奕,毒角SHOW,吴佳煜,幸猴儿,留几手,张雪峰老师,Papi酱,祝晓晗,花一村,快递员吴彦祖,米未传媒,微博,微信,今日头条,抖音,网易,火山小视频,西瓜视频,快手,易车,汽车之家,bilibili,马蜂窝,小红书,京东,淘宝,蘑菇街，楼氏传播，蜂群传媒，陌陌，爱奇艺，虎牙直播，斗鱼直播，大禹，青藤文化，二更,新片场,三感 video,罐头视频,小题影视,洋葱视频,末那传媒,橘子娱乐,飞博共创,杭州宸帆,如涵控股,美嗖文化,达人说,美 ONE,军武科技,有狐文化,鹿角熊,无忧传媒,星匠联盟,贝壳视频,灵魂有香气的女子,日日煮,十二栋文化,震惊文化,吾皇的白茶,幕星社,Drama TV,YouTube等

2020年1月22日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020-2021年中国MCN产业运行大数据监测及趋势研究报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对中国MCN产业的发展现状、产业链细分领域以及MCN业态细分领域进行深度分析，并且以如涵控股、美ONE等具有影响力的MCN公司作为典型进行商情分析，深入探究运行模式和发展趋势。2018年有59.3%的MCN完成过融资，其中半数以上融资轮次集中在A轮(28.6%)和天使轮(23.8%)，行业融资类型以早期轮次为主，MCN商业模式仍处于成长期。艾媒咨询分析师认为，MCN机构商业变现形式单一、红人孵化机制不成熟、内容同质化、行业版权保护意识薄弱、负面舆情多等成为中国MCN产业发展面临的主要难题与挑战。未来，中国MCN将要进一步加强行业监管力度、融入互联网行业新兴技术、继续深耕内容垂直行业，同时积极开拓国外市场。

On January 22, 2020, iiMedia Research, a world-renowned third-party data mining and analysis agency for the new economy industry, released the“Research Report on Big Data Monitoring and Trends of China's MCN Industry Operation 2020-2021”.In 2018, 59.3% of MCNs completed financing, of which more than half of the financing rounds were concentrated in round A (28.6%) and angel rounds (23.8%). The type of industry financing was mainly in early rounds, and the MCN business model is still in its growth stage . Ai Media Consulting analysts believe that the single form of commercial realization of MCN institutions, the immature incubation mechanism of reds, the homogeneity of content, the weak awareness of copyright protection in the industry, and the negative public opinion have become the main problems and challenges facing the development of China's MCN industry. In the future, China's MCN will further strengthen industry supervision, integrate emerging technologies in the Internet industry, continue to cultivate vertical content industries, and actively explore foreign markets.

艾媒报告|2019中国电梯媒体市场发展研究报告

本报告研究涉及企业/品牌/案例：分众传媒，新潮科技，华语传媒，精视传媒，梯邻传媒，亿家传媒，梯影传媒，传不，城市传媒，阿里巴巴，百度，腾讯，中国工商银行，中国农业银行，中国银行，京东，苏宁，华为，P&G，小米，KFC，滴滴，今日头条，BMW，奔驰，宝马，国美，没底，爱奇艺，天猫，可口可乐，pepsi，招商银行

作为工作、生活、休闲、娱乐必经的重要场景，电梯广告开始成为都市人群接触的主要媒介之一。iiMedia Research(艾媒咨询)数据显示，国内已登记的电梯数量突破了600万，并将持续上涨趋势，预计在2019年，电梯广告的市场规模将达到188亿元，日均覆盖人数超过2亿。电梯广告具有高关注度、高覆盖率的优势，iiMedia Research（艾媒咨询）数据显示，近五成用户日常接触电梯广告4~6次，82.5%受访用户表示愿意观看电梯广告，这种高频高触达的电梯广告有助于提高用户的转化率。尽管目前梯媒行业发展动力充足，但未来资源的竞争将加剧，行业逐渐由一二线城市下沉到三四线城市以争夺资源，因此梯媒企业应借助大数据等新兴技术，实现更加精准的广告投放，从而打造自身竞争壁垒。

As an important scene for work, life, leisure and entertainment, elevator advertising has become one of the main media for public. As the data of iiMedia Research showed, the scale of elevators registered in China has exceeded 6 million and will continue to rise. It is estimated that in 2019, the market scale of elevator advertising will reach 18.8 billion yuan, with an average daily coverage of more than 200 million people. As the data of iiMedia Research showed, nearly 50% of users contact elevator ads 4-6 times a day, and 82.5% of users are willing to watch elevator ads. The high-frequency and high touch elevator ads can help improve the conversion rate of users. Although the development momentum of elevator advertising industry is sufficient at present, the competition for resources will intensify in the future. The industry will gradually sink from the first and second tier cities to the third and fourth tier cities to compete for resources. Therefore, elevator advertising enterprises should use emerging technologies such as big data to achieve more accurate advertising, so as to create their own barriers to competition.

艾媒报告|2019中国智能电视开机广告热点监测报告

本报告研究涉及企业/品牌/案例：创维，小米，海信，夏普，TCL，海尔，康佳，长虹，乐视，飞利浦，三星，华为，东芝

iiMedia Research（艾媒咨询）数据显示，2018年中国智能电视销售额达5202亿元，预计未来三年将保持稳定增长，2020年销售额将突破6000亿元。智能电视开机广告广泛存在，涉嫌侵权的现象也较为常见。84.3%的受访者表示其使用的智能电视含有开机广告； 59.9%的受访者透露购买时商家未履行告知义务；43.8%受访者表示智能电视开机广告全程无法关闭。除了缺少“一键关闭”功能，智能电视开机广告在内容上还存在单一、夸大、无法产生共鸣等问题，导致用户体验极差，无奈之下56.0%的受访者表示愿意付费免除广告。艾媒咨询分析师认为，智能电视厂商试图通过开机广告换取硬件降价空间从而让利消费者的本意是值得肯定的，但在具体实施层面，却忽略了开机广告本身带给用户的一系列不良体验会消耗用户对品牌的信任，造成本末倒置。此次约谈整改事件有利于智能电视行业规范经营，有助于智能电视厂商回归用户本身，多维度持续改善用户体验。

According to iiMedia Research, the sales of smart TVs in China reached 520.2 billion yuan in 2018. It is expected to maintain steady growth in the next three years. In 2020, sales will exceed 600 billion yuan. Smart TV boot ads are widespread, and alleged infringement is also common. 84.3% of respondents indicated that their smart TVs contain boot ads; 59.9% of respondents revealed that the merchants did not fulfill their obligation to inform when they purchased; 43.8% of respondents said that smart TV boot ads could not be closed. In addition to the lack of “one-button off“ feature, smart TV boot ads still have problems such as single, exaggerated, and irresonable content, resulting in a very poor user experience. In desperation, 56.0% of respondents indicated that they are willing to pay for advertising. iiMedia consulting analysts believe that the intention of smart TV manufacturers to try to make profits for consumers by exchanging the hardware price reduction space through the power on advertising is positive, but in the specific implementation level, they ignore that the power on advertising itself brings users a series of bad experiences that will consume users' trust in the brand and cause the cart before the horse. The interview and rectification incident is conducive to the standardized operation of the smart TV industry, which helps the smart TV manufacturers to return to the users themselves and continuously improve the user experience in multiple dimensions.

艾媒报告|2019中国信息流广告市场研究报告

本报告研究涉及企业/品牌/案例：阿里，百度，腾讯，字节跳动，UC浏览器，头条，QQ浏览器，360手机卫士，搜狐，网易新闻，趣头条，wifi万能钥匙，快报，微信，抖音，火山小视频，淘宝，天猫，优酷，陌陌，小红书

信息流广告是指一种依据社交属性，对用户喜好和特点进行智能推广的广告形式。2019中国移动广告市场规模将达4158.7亿元。随着互联网潜能不断释放，广告主需要更精准的广告投放方式，信息流广告应运而生。iiMedia Research（艾媒咨询）数据显示，腾讯系和阿里系的信息流产品覆盖了超6亿用户量，处于市场前列，2019年有46.5%的用户会花费15秒以上时间浏览信息流广告，相较于2018年有所增加。46.0%的用户对信息流广告持正面态度，信息流广告用户体验有所上升。内容吸引力是网民对信息流广告推荐技术最主要诉求，超三成用户认为推动内容应具备吸引力。信息流广告数量、内容质量仍有较大改进空间，43.2%的用户认为推荐广告过多是信息流广告最大不足，用户对广告安全新和推送精准性提出更高要求。未来，场景延展、服务升级将成为信息流广告发展方向。

Information flow advertising refers to an advertising form that intelligently promotes users' preferences and characteristics according to social attributes. The scale of China Mobile Advertising market will reach 415.87 billion yuan in 2019. With the continuous release of Internet potential, advertisers need more precise ways of advertising delivery, and information flow advertising emerges as the times require. As the data of iiMedia Research showed, Tencent and Alibaba's information flow products cover over 600 million users and are in the forefront of the market. In 2019, 46.5% of the interviewed information flow users spent more than 15 seconds on information flow advertises, compared with that in 2018. 46.0% of the interviewed users hold a positive attitude towards information flow advertisement, and the user experience of information flow advertisement has increased. Content attraction is the main demand of Internet users for information flow advertisement recommendation technology. More than 30% of users believe that promoting content should be attractive, and users put forward higher requirements for new and accurate advertisement security. In the future, scenario extension and service upgrading will become the development direction of information flow advertising.

艾媒报告 |2019Q1中国移动搜索市场研究报告

本报告涉及企业/品牌包括：百度，搜狗，神马搜索，奇虎360，UC浏览器、蜻蜓FM、VIVO、腾讯、今日头条、网易新闻、 陌陌 、小米、OPPO、华为、微博、微信

随着国内搜索行业规范化进程推进，人工智能提供技术支持，2019年第一季度中国移动搜索用户规模进一步扩大。iiMedia Research（艾媒咨询）数据显示，近八成偏好使用文字搜索的方式进行搜索，偏好使用语音搜索和图片搜索的移动搜索用户分别占比达到41.1%和29.5%。其中选择文字搜索的用户超过六成是通过输入关键字的方式进行搜索，仅有36.0%的用户是输入一段文字的方式。艾媒咨询分析师认为，移动搜索注重交互方式多样化，其中语音搜索的用户已经形成一定规模，具有较好的发展前景。随着人工智能技术与搜索引擎的结合，移动搜索品牌的搜索内容精准度较高。人工智能深度挖掘人类自然语言所表达的意图，为用户提供精准答案，提升用户搜索体验和效率。虽然现阶段移动搜索行业竞争梯度分明，但技术革新以及其他应用搜索业务的探索，使移动搜索市场竞争仍然存在变数。

With the promotion of standardization of the domestic search industry and the technical support provided by artificial intelligence, the scale of China Mobile search users will further expand in the first quarter of 2019. iiMedia Research data show that nearly 80% of mobile search users prefer text search, and 41.1% and 29.5% prefer voice search and picture search respectively. Among them, more than 60% of the users who chose to search for words were searching by entering keywords, while only 36.0% of the users entered a paragraph of words. Analysts in iiMedia Research believe that mobile search focuses on the diversification of interaction modes, among which the users in voice search have already formed a certain scale and have good development prospects. With the combination of artificial intelligence technology and search engines, mobile search brands have a higher accuracy of search content. Artificial intelligence deeply excavates the intention expressed by human natural language, provides users with accurate answers, and improves user search experience and efficiency. Although the competition gradient in the mobile search industry is clear at this stage, technological innovation and exploration of other application search services still make the competition in the mobile search market variable.

艾媒报告 |2019中国3·15消费者权益调查报告广告行业篇

2018年，中国广告行业规模不断扩大，仅网络广告整体市场规模已达3717亿元。与此同时，虚假宣传、违法广告等问题频出，严重侵害了消费者的合法权益，阻碍了广告行业市场的有序发展。iiMedia Research(艾媒咨询)数据显示，针对广告中不满意的点，逾五成的受访者表示，广告的真实性无法保证是最大问题。

In 2018, the scale of China's advertising industry continues to expand, and the overall market size of online advertising alone has reached 371.7 billion yuan. At the same time, false propaganda, illegal advertising and other issues occur frequently, which seriously infringes on the legitimate rights and interests of consumers and hinders the orderly development of the advertising industry market. Among them, cosmetics industry exposed many kinds of cosmetics have false propaganda behavior, real estate industry advertising there are problems such as real estate image propaganda and actual inconsistency. According to iiMedia Research, nearly 30% of respondents said they would often encounter false advertisements.

艾媒报告|2018-2019中国移动搜索市场监测报告

2018年移动搜索行业整体发展良好，头部企业持续发力人工智能技术。iiMedia Research(艾媒咨询)数据显示，2018年中国移动搜索用户数量接近6.9亿，增长率3.8%，增速有所放缓。目的性搜索是用户使用移动搜索平台的首要原因。

As the data of iiMedia Research showed, the scale of China Mobile Search users has reached 685 million people in 2018, and the growth rate has been slow down. The built-in browser is the users’ first choice when searching information. As the data of iiMedia Research showed, 36.8% of the interviewed users prefer using built-in browser. Page advertisement and information security are major pain points in the development of the industry. Nearly 50% of the users hope platform could optimize these two aspects.

艾媒报告|2018企业直播营销专题研究报告

iiMeida Research(艾媒咨询)数据显示，预计2018年中国直播营销市场规模将达31.1亿元，预计2018年制造业、医疗、教育、房产、金融企业直播用户占比分别达13.5%、13.6%、14.7%、12.3%、12.1%，企业直播用户逐渐向非互联网、媒体行业渗透，各行业开始运用直播进行营销推广，受访企业对在线视频营销效果满意度仅次于线下活动，超八成企业将增加对在线视频营销的预算投入。