2015 China Overview 中国全媒体市场报告
Chinese
2015 China Overview 全媒体市场报告提供了中国和各地区在各类媒体上的使用时间、各类媒体广告成本趋势以及广告主在各类广告的预算预期等等。
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2015 China Overview 中国全媒体市场报告
Summary
- 014年开始，受中国整体经济影响，国内媒体广告市场出现拐点并开始走低，刊例增幅低于GDP增幅；近几年国内广告在媒体上的总花费逐年走高，年增长率维持在10%左右；
- 传统媒体开始呈现出老龄化的趋势。电视媒体的接触率最高，但使用份额不断走低，广告份额也在缩减。数字互联网媒体市场稳中有升，其中移动端媒体市场上升趋势显著。平媒市场面临萎缩，广播媒体正经历使用习惯的迭代交替；
- 品牌和广告主方面，数字化营销和终端推广费用在企业传播中所占的比例在不断增高，而硬广的预算下降最多。电视仍旧是广告预算最多的媒体，数字广告的预算占比其次。未来品牌将会更多选择通过数个媒体组合出击、以整合营销为主导的市场格局。
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