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.

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.

数据说|“屏幕经济”如火如荼 数字文娱方兴未艾

2020年 vol.08

中国信息通信研究院：中国数字经济发展白皮书2017

2016 年，中国数字经济规模达到22.6 万亿，同比增长18.9%，占GDP比重达到30.3%，数字经济基础设施实现跨越式发展数字经济基础部分增势稳定，结构优化，新业态新模式蓬勃发展，传统产业数字化转型不断加快，融合部分成为增长主要引擎，面向数字经济的社会治理模式在摸索中不断创新。数字经济在各行业中的发展出现较大差异，数字经济占本行业增加值比重呈现出三产高于二产、二产高于一产的典型特征。

艾媒咨询|2020年中国数字中台行业市场趋势与头部企业布局研究报告

随着中国数字经济的蓬勃发展以及企业SaaS服务驶入快车道，中国企业数字中台发展前景向好。在此背景下，腾讯、百度、字节跳动、京东、美团等互联网巨头接连引入中台战略，行业市场规模持续扩大，iiMedia Research(艾媒咨询)数据显示，2020年中国企业数字中台预计攀升至72.5亿元。数字中台在企业中有着广泛的应用场景，开始从企业零售向生产设计、内部运营和供应链等上游业务渗透，加速数据到价值的服务产生过程，未来有望演变成为企业的组织单元。

With the rapid development of China's Digital Economy and Saas Service of enterprises entering the Fast Lane, the development prospect of China's enterprise digital center is promising. In this context, Internet giants such as tencent, Baidu, bytedance, Jd.com and Meituan have successively introduced the china-taiwan strategy, and the industry market has continued to expand, As the data of iiMedia Research showed, by 2020, the number of Chinese enterprises in Taiwan is expected to climb to 7.25 billion yuan. Digital Zhongtai has a wide range of applications in enterprises, starting from the enterprise retail to production design, internal operations and supply chain upstream business penetration, to speed up the data to the value of the service generation process, the future is expected to evolve into the organizational unit of the enterprise.

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.

艾媒咨询 | 2024年中国数字中台市场研究报告

随着云计算、大数据、物联网、人工智能等技术的创新发展，传统产业数字化转型不断加快，数据安全和隐私问题成为用户和企业的关切点，企业对灵活、高效解决方案的需求持续增加，生态合作将成为行业发展趋势。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《2024年中国数字中台市场研究报告》数据显示，2022年中国数字经济总体规模达50.2万亿元，同比增长10.3%。随着传统产业数字化转型不断加快，数字经济基础设施实现跨越式进步，预计2025年达70.8万亿元。中国零售企业在物料管理、销售管理中使用到信息系统较多；零售企业使用的数字化工具主要有数字系统（75.9%）和数字营销（57.6%）；有75.4%的零售企业在接受数字中台服务商服务后经营效率提升6%-25%。数字中台市场集中度较高，大厂技术设施健全，优势明显。当前中台的行业格局由竞争转向竞合，以协同生态为核心，集众所长，企业中台趋向云化、智能化、生态化、全渠道化。
With the innovative development of cloud computing, big data, Internet of Things, artificial intelligence and other technologies, the digital transformation of traditional industries is accelerating, data security and privacy issues have become the concern of users and enterprises, and enterprises' demand for flexible and efficient solutions continues to increase, and ecological cooperation will become the development trend of the industry. According to the latest China digital market research report in 2024 released by iiMedia Research, a third-party data mining and analysis institution of the global new economy industry, the overall scale of China's digital economy reached 50.2 trillion yuan in 2022, with a year-on-year growth of 10.3%. As the digital transformation of traditional industries continues to accelerate, the digital economy infrastructure has achieved leapfrog progress, and it is expected to reach 70.8 trillion yuan by 2025. Chinese retail enterprises utilize a wide range of information systems in material management and sales management. The primary digital tools employed by retail enterprises include digital systems (75.9%) and digital marketing (57.6%). After receiving services from digital middle-platform service providers, 75.4% of retail enterprises have witnessed a 6% to 25% increase in operational efficiency. The digital middle-platform market exhibits a high degree of concentration, with large companies boasting comprehensive technical facilities and notable advantages. Currently, the middle-platform industry landscape is shifting from competition to cooperation, centered on collaborative ecosystems. It integrates the strengths of various parties, driving enterprise middle-platforms towards cloudification, intelligence, ecologization, and omni-channel development.

艾媒咨询| 2021年中国银行业数字化转型赋能组织成长趋势研究报告

本报告涉及的案例/品牌/企业：腾讯乐享，平安知鸟，时代光华

党中央、国务院高度重视数字经济发展，作出一系列重大决策部署。数字经济是全球未来的发展方向，要大力发展数字经济，加快推进数字产业化、产业数字化，推动数字经济和实体经济深度融合。iiMedia Research(艾媒咨询)数据显示，2022年上半年个人移动手机银行渗透率预计达75%，2024年上半年中国移动互联网用户规模预计达11.2亿人。此外，以大数据、云计算、人工智能、区块链以及移动互联为引领的新的工业革命与科技革命，将导致金融业的边界、研究范式不断被打破和被重构。以银行业为代表的金融业数字化组织变革中，企业学习数字化转型将是重点工作之一。
The CPC Central Committee and the State Council attached great importance to the development of digital economy and made a series of major decisions and arrangements. Digital economy is the future development direction of the world. We should vigorously develop digital economy, accelerate digital industrialization and industrial digitization, and promote the deep integration of digital economy and real economy. According to iiMedia Research, the penetration rate of personal mobile phone banking is expected to reach 75% in the first half of 2022, and the number of mobile Internet users in China is expected to reach 1.12 billion in the first half of 2024. In addition, the new industrial revolution and technological revolution led by big data, cloud computing, artificial intelligence, blockchain and mobile Internet will lead to the continuous breaking and reconstruction of the boundaries and research paradigms of the financial industry. In the digital organizational transformation of the financial industry represented by the banking industry, enterprise learning digital transformation will be one of the key tasks.

艾媒咨询 | 2024-2025年中国数字文化产业发展现状及趋势分析报告

近年来，随着数字技术的迅猛发展，数字文化产业已经深刻融入我国经济社会的各个领域，成为数字经济发展的新动能。国家统计局数据显示，2024年前三季度，规模以上文化企业实现营业收入99668亿元，比上年同期增长5.9%。其中，数字文化新业态特征明显的16个行业小类实现营业收入41616亿元，比上年同期增长10.0%，占总营业收入的比重高达41.8%。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《2024-2025年中国数字文化产业发展现状及趋势分析报告》显示，2024年前三季度全国数字文化新业态的营业收入已飙升至4.16万亿元，与2019年的1.99万亿元相比，实现了惊人的2.1倍增长。同时，其在全部规模以上文化企业营业收入中的占比也大幅提升至41.8%，与2019年相比，增长了18.9个百分点，进一步彰显了数字文化产业在文化产业整体格局中的核心地位。
In recent years, with the rapid development of digital technology, the digital cultural industry has been deeply integrated into various fields of China's economy and society, becoming a new driving force for digital economic development. According to data from the National Bureau of Statistics, the scaled-up cultural enterprises achieved a total revenue of 99,668 billion yuan in the first three quarters of 2024, up 5.9% from the same period last year. Of which, the 16 sub-categories with obvious characteristics of digital cultural new industries achieved a revenue of 416 billion yuan, up 10.0% from the same period last year, accounting for 41.8% of the total revenue. The latest report released by iiMedia Research, a third-party data mining and analysis institution for global new economy industries, shows that the revenue of digital cultural new industries in China reached 416 billion yuan in the first three quarters of 2024, a staggering 2.1 times higher than the 199 billion yuan in the same period of 2019. At the same time, its share in the total revenue of scaled-up cultural enterprises has also increased significantly to 41.8%, up 18.9 percentage points from 2019, further highlighting the core position of the digital cultural industry in the overall cultural industry landscape.