At present, the regulatory policies of China's Internet advertising industry are basically perfect, mainly focusing on regulating the development of the industry. Even though these policies or norms are relatively strict in key links, the Internet advertising industry in China has maintained a rapid growth. After surpassing the combined advertising business of TV, radio, newspapers and periodical agencies in one fell swoop in 20 16, it continues to shoulder the heavy responsibility of the development of the advertising industry in China.
In 20 18, maternal and child food advertisements accounted for half of the major industries in China, and during this period, a large number of new Internet advertising forces emerged to share the market share of BAT.
1. The regulatory policies are basically perfect, with industry development as the main tone.
In the past, the Internet advertising market in China developed very rapidly. With the rapid expansion of industrial scale, the regulatory authorities have successively issued relevant management regulations to regulate the development of the industry and guide its healthy development. At present, it has formed a relatively perfect policy environment from online media platform, online content to advertising, with overall standardization and strict management of key links.
Statistics on relevant policies and norms of Internet advertising industry in China.
Source: Organized by Prospective Industry Research Institute.
2. The scale has been growing at a high speed. After 20 16, it will continue to shoulder the heavy responsibility of advertising development in China.
20 16 years exceeded the sum of advertising business of TV, radio, newspapers and periodical agencies in one fell swoop. In 20 17, Internet advertising in China continued to shoulder the heavy responsibility of comprehensively boosting the advertising industry in China.
According to the data of Zhongguancun Interactive Marketing Laboratory, the total revenue of Internet advertising in China in 20 18 was 369.4 billion yuan, which was 23.3% higher than that in 20 17, maintaining a rapid growth rate. Due to the adjustment of China's macroeconomic structure and leverage cycle, and the end of traffic bonus, the overall growth of Internet advertising market slowed down by 6.3 percentage points compared with last year.
20 13-20 18 statistics and growth of internet advertising revenue in China.
Data source: compiled by Prospective Industry Research Institute.
3. The proportion of mobile advertising revenue continued to increase, and the advertising structure was more optimized.
Due to the substantial increase in mobile access traffic, Internet advertisements tend to be mobile. In 20 18, the advertising revenue of mobile terminal further increased to 68% compared with 20 17.
20 17-20 18 statistics on the income structure of internet advertising terminals in China.
Data source: compiled by Prospective Industry Research Institute.
4. Maternal and child food advertisements account for half of the country, and the new force of Internet advertising has risen rapidly.
Judging from the proportion of Internet advertising revenue categories of major industries in China in 20 18, food and beverage categories ranked first in Internet advertising revenue categories, accounting for 26.8%, and personal care and maternal and child categories ranked second, accounting for 49.3% in total, accounting for almost half of Internet advertising revenue.
Traffic, network communication and real estate rank 3-5, accounting for more than 6% of the revenue, which is the traditional category of Internet advertising revenue. Digital electronic products, financial insurance and retail logistics account for 6-8 respectively.
20 18 statistics on the proportion of internet advertising revenue categories in major industries in China.
Data source: compiled by Prospective Industry Research Institute.
According to the data of Zhongguancun Interactive Marketing Laboratory, among the Internet advertising manufacturers in 20 18 years, the rapid rise of new forces such as Headline, Xiaomi and Meituan began to share the market share of BAT, which stimulated the continuous growth of Internet advertising. Relying on innovative business models, products and technological advantages, these enterprises have injected new impetus into the growth of Internet advertising. It can be predicted that the rise of new forces will make the competition in the Internet advertising market more intense, and also promote the higher market concentration of head media and platforms.
20 18 China internet advertising enterprise income TOP 10 statistics.
Source: Organized by Prospective Industry Research Institute.
The vertical marketing market is welcoming opportunities, and e-sports and other fields have great development potential.
With the adjustment of economic structure and the continuous improvement of per capita income, the marketing value of emerging industries began to appear. People who subdivide vertical fields have the characteristics of high loyalty, high repurchase rate and positive payment tendency in a certain field. The marketing technology of "small but beautiful" has been recognized by the market, and the vertical marketing market has ushered in opportunities.
In the future, the internet advertising industry may have great development potential in three vertical fields: e-sports, sports and knowledge. The reasons can be obtained from the market prospects of these three fields.
E-sports field: domestic e-sports is in a high-speed development stage. In addition to the fiery MOBA, FPS and RTS also have huge market potential, and innovative marketing models based on cross-border cooperation emerge one after another; Sports field: With the transformation of China's sports industry from professional sports to mass sports, the sports industry has entered a period of rapid development, and at the same time, sports marketing has also begun to shift from event sponsorship, title and sports star endorsement to all-round marketing of copyright and sports ip; Knowledge field: 20 18, live knowledge question and answer rose rapidly. High user participation and attractive bonus can effectively improve the stickiness of products.
For the source and analysis of the above data, please refer to the Analysis Report on Market Foresight and Investment Strategic Planning of Internet Advertising Industry in China issued by Foresight Industry Research Institute.