【videomarket哪里可下载】艾瑞咨询：2020年中国网络广告市场年度洞察报告（中文，可下载）

核心摘要

数字环境：数字浪潮推动生产要素的变化。

在数字升级的影响下，整个产业的各个生产要素都可以通过数字手段参与构建和连接，因此，整个链路触点的交互和主要触点的转换成为广告主的重要诉求。

经济环境：放缓型增长特征出现

2015年开始，中国经济增速放缓，进入长期下行周期，GDP同比增速自2015年“破七”以来持续下降，2019年同比增速6.1%，放缓型经济特征出现。

整体发展：营销、运营、销售一体化趋势到来经济下行影响下，降本增效成为广告主的诉求，对外广告主希望一切营销动作都能向可见的销售目标转移，因此电商营销、直播电商营销迎来发展契机。对内企业开始重视“消费者数据运营”和“营销工作精细化运营”，这说明为了实现企业的销售数字增长和可持续发展，“营销”、“运营”、“销售”组合拳策略将是企业较长一段时间的关注重点。

核心角色：修炼内功，精耕细作稳“增长”

广告主：根据艾瑞广告主调研得出，广告主的认知和营销策略都较为清晰和落地，看重当前火热的短视频、直播营销方式，也越发信赖内容营销。在营销技术的认知上有较大提升，目前来看，对于营销工具使用后的效果最为期待。

媒体：媒体份额持续变化，基于电商平台兼具媒体和消费属性的优势以及直播电商红利，电商广告持续领跑网络广告市场。同时，短视频市场份额也快速增长。

营销服务商：营销服务内容开始转变，从流量“获取”向流量“运营”迈进，同时，在巨变的营销环境下，新增“直播服务商”和“MCN”两类角色。

核心行业发展趋势关键词：玩家集中化、生产智能化、战略电商化

1.电商营销市场：头部玩家拉动市场规模持续增长，市场前景可观。

2.在线视频市场：精品短剧跻身网剧主流模式，5G技术促进在线视频产业迭代升级。

3.短视频市场：各大短视频平台持续发力布局内容电商带货，积极探索商业空间。

4.社交网络市场：社交媒体逐渐发展成为社会治理的重要组成和补充

5.新闻资讯行业：资讯巨头以资讯为原点，逐渐成为集合多种内容形式的综合平台。

6.搜索引擎行业：移动搜索APP的粘性进一步增强，持续获取用户注意力和碎片化时间。

Core summary

Digital environment: the wave of digitization promotes changes in production factors

Under the influence of digital upgrades, all production factors of the entire industry can participate in the construction and connection with digital means. Therefore, the interaction of all-link contacts and the transformation of key contacts have become important demands of advertisers.

Economic environment: characteristics of slower growth appear

Since 2015, China's economic growth has slowed down and entered a long-term downward cycle. The year-on-year GDP growth rate has continued to decline since the “breaking seven” in 2015, and the year-on-year growth rate in 2019 was 6.1%, showing the characteristics of a slowing economy.

Overall development: the trend of integration of marketing, operations, and sales is coming. Under the influence of the economic downturn, cost reduction and efficiency enhancement have become the demands of advertisers. External advertisers hope that all marketing actions can be transferred to visible sales targets, so e-commerce marketing and live broadcasting E-commerce marketing ushered in development opportunities. Domestic companies have begun to attach importance to "consumer data operations" and "refined marketing operations", which shows that in order to achieve digital sales growth and sustainable development of enterprises, the combination of "marketing", "operations" and "sales" strategies will be The focus of the enterprise for a long time.

Core role: practicing internal skills, intensive cultivation and steady "growth"

Advertisers: According to the survey of iResearch advertisers, advertisers’ cognition and marketing strategies are clearer and more effective. They value the current hot short video and live broadcast marketing methods, and they are increasingly relying on content marketing. The cognition of marketing technology has been greatly improved. At present, the effect of marketing tools is the most anticipated.

Media: Media share continues to change. Based on the advantages of e-commerce platforms with both media and consumer attributes and the dividends of live e-commerce, e-commerce advertising continues to lead the online advertising market. At the same time, the short video market share is also growing rapidly.

Marketing service providers: The content of marketing services has begun to change, moving from traffic "acquisition" to traffic "operation". At the same time, in the changing marketing environment, two new roles, "live broadcast service provider" and "MCN" have been added.

Keywords for core industry development trends: player concentration, production intelligence, strategic e-commerce

1. E-commerce marketing market: Top players drive the continuous growth of the market size, and the market prospects are considerable.

2. Online video market: boutique skits are among the mainstream models of online dramas, and 5G technology promotes the iterative upgrade of the online video industry.

3. Short video market: Major short video platforms continue to make efforts to deploy content e-commerce to bring goods, and actively explore commercial space.

4. Social network market: social media has gradually developed into an important component and supplement of social governance

5. News and information industry: Information giants use information as their origin and gradually become a comprehensive platform that gathers multiple forms of content.

6. Search engine industry: The stickiness of mobile search APP has been further enhanced, continuously gaining user attention and fragmented time.

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