全球领先的新经济产业第三方数据挖掘与分析机构
关于“CTV广告”的报告
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艾媒咨询 | 美国广告业市场运行状况及用户行为调研数据
近年来，美国广告市场在经济波动与技术革新的双重作用下持续演进。根据全球领先的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《美国广告业市场运行状况及用户行为调研数据》数据显示，从2019年到2024年，美国数字广告代理商的收入呈现显著增长趋势。2023年收入为44.75十亿美元，2024年收入为52.4十亿美元。未来，在消费升级和产业创新驱动下，美国的数字广告行业将还会保持强劲增长势头。在美国各有线电视网络广告商支出中，宝洁以972百万美元的支出高居榜首，远超其他公司。伯克希尔·哈撒韦以665百万美元位居第二，艾伯维和百事分别以469百万美元和460百万美元的广告支出紧随其后。在2019-2027年美国CTV广告支出及预测中，美国CTV广告支出呈现显著增长趋势。2023年支出为24.6十亿美元，2024年增至30.1十亿美元，2025年预计达到34.3十亿美元，2026年预计增至38.2十亿美元，2027年预计达到42.4十亿美元。
艾媒咨询分析师认为，未来美国广告业将在技术创新与市场需求的双重驱动下持续变革 。随着 5G、人工智能、大数据等技术的不断发展，广告投放将更加精准、高效，能够实现个性化定制，满足不同消费者的需求 。同时，广告主也将更加注重广告内容的质量和创意，以提升品牌形象和消费者的好感度 。在渠道方面，数字广告仍将占据主导地位，传统媒体与数字媒体的融合趋势也将进一步加强 。此外，随着消费者隐私保护意识的增强，广告行业在数据收集与使用方面将面临更严格的监管，如何在合规的前提下充分利用数据资源，将成为广告主和广告平台需要解决的重要问题 。
In recent years, the advertising market in the United States has continued to evolve under the dual influence of economic fluctuations and technological innovations. According to the latest "Research data on the market operation status and user behavior of the advertising industry in the United States" released by iiMedia Research, a leading third-party data mining and analysis institution for the new economy industry worldwide, the revenue of digital advertising agencies in the United States showed a significant growth trend from 2019 to 2024. The revenue was 4.475 billion US dollars in 2023 and 52.4 billion US dollars in 2024. In the future, driven by consumption upgrade and industrial innovation, the digital advertising industry in the United States will continue to maintain a strong growth momentum. Among the expenditures of advertisers on various cable TV networks in the United States, Procter & Gamble topped the list with an expenditure of 972 million US dollars, far exceeding that of other companies. Berkshire Hathaway ranked second with $665 million, followed closely by Abbvie and PepsiCo with advertising expenditures of $469 million and $460 million respectively. In the US CTV advertising expenditure and forecast from 2019 to 2027, the US CTV advertising expenditure shows a significant growth trend. Expenditure in 2023 was 2.46 billion US dollars, increasing to 3.01 billion US dollars in 2024, projected to reach 3.43 billion US dollars in 2025, projected to rise to 3.8.2 billion US dollars in 2026, and projected to reach 4.2.4 billion US dollars in 2027.
Analysts from iiMedia Research believe that the advertising industry in the United States will continue to transform in the future, driven by both technological innovation and market demand. With the continuous development of technologies such as 5G, artificial intelligence and big data, advertising placement will become more precise and efficient, capable of achieving personalized customization to meet the needs of different consumers. At the same time, advertisers will also pay more attention to the quality and creativity of advertising content to enhance brand image and consumers' favorability. In terms of channels, digital advertising will still dominate, and the trend of integration between traditional media and digital media will also be further strengthened. In addition, as consumers' awareness of privacy protection increases, the advertising industry will face stricter supervision in data collection and use. How to make full use of data resources under the premise of compliance will become an important issue that advertisers and advertising platforms need to solve. -
艾媒咨询 | 法国广告业市场运行状况与消费者行为调研数据
随着数字化转型的深化，法国广告市场呈现结构性变革，数字媒体持续领跑行业增长。根据全球领先的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《法国广告业市场运行状况与消费者行为调研数据》数据显示，法国的数字广告市场价值保持强劲增长，2024年市场规模突破12.48亿欧元。市场结构呈现显著分化特征，搜索广告以44%的市场份额持续主导数字广告领域，2023年支出规模达4.1亿欧元。数字视频广告与音频广告成为增长引擎，2023年分别取得9.11亿欧元和9800万欧元的历史峰值。移动广告市场表现也不错，2023年支出达49.7亿美元，近五年复合增长率达21.5%，预计2028年规模将突破77.6亿美元。行业客户规模持续扩容，2023年数字广告客户数量较2019年增长25.07%。但要注意的是，68%消费者将禁止诈骗列为影响者营销的核心因素。艾媒咨询分析师认为，市场呈现“数字驱动、场景分化、规范升级”的三重趋势。建议广告主重点布局移动端与视频场景；行业组织需加快制定道德准则，构建健康生态体系。
With the deepening of digital transformation, the French advertising market is undergoing structural change, and digital media continues to lead the industry growth. According to the latest "French advertising market performance and consumer behavior survey data" released by iiMedia Research, the world's leading third-party data mining and analysis organization for the new economy industry, the spending on traditional and digital media advertising in France is increasing in 2023, while advertising revenue across various channels is growing steadily. The value of the digital advertising market in France continues to grow strongly, with the market size exceeding 1.248 billion euros in 2024. The market structure is significantly differentiated, with search advertising continuing to dominate the digital advertising sector with a 44% market share and spending of 410 million euros in 2023. Digital video advertising and audio advertising became growth engines, reaching historic peaks of €910 million and €98 million respectively in 2023. The mobile advertising market is also performing well, with spending reaching $4.97 billion in 2023, a compound growth rate of 21.5% in the past five years, and is expected to exceed $7.76 billion in 2028. The scale of industry customers continues to expand, and the number of digital advertisers in 2023 increased by 25.07% compared with 2019. However, it is important to note that 68% of consumers list banning scams as a core factor in influencer marketing. iiMedia Research believe that the market presents a triple trend of "digital-driven, scene differentiation, and normative upgrading". It is suggested that advertisers focus on the layout of mobile terminals and video scenes to optimize programmatic purchasing capabilities; Industry organizations need to accelerate the development of ethical codes to build a healthy ecosystem. -
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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. -
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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|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.
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