Abstract Take the example of “traditional media going downhill†as everyone says, this is not just a talk. Visible, in addition to the loss of users, another intuitive performance is the decline in advertising revenue. Advertisers are not stupid, they know where to go to find the audience they want, then...
Take the example of "traditional media going downhill" as everyone says, this is not just a talk. Visible, in addition to the loss of users, another intuitive performance is the decline in advertising revenue. Advertisers are not stupid, they know where to go to find the audience they want, and then put a limited advertising budget on a media platform that maximizes the effects of communication.
What kind of media is becoming a new darling? What are the considerations of different industries when choosing advertising channels? When the audience and voice rights of different media change, the advertising fees spent above clearly show this.
We have synthesized several research reports on advertising spending, and we have summarized these trends:
The most obvious, of course, is the cost of advertising moving to digital media.
According to the latest statistics from CCTV Market Research (CTR), overall advertising spending fell by 2.9% in 2015, with advertising revenues in traditional media falling by a record 7.2% (data are based on media open quotes, excluding discounts).
The first to bear the brunt of the newspapers was a 35.4% year-on-year decline; magazines and TVs also fell by 19.8% and 4.6% respectively.
The fastest growing is cinema video advertising, which is related to the box office boom. <br> Although the megatrend is shifting from traditional media to digital media, the fastest growing media for advertising in 2015 is not the Internet (up 22%), but Cinema video advertising (up 63.8%).
Note that the comparison here is not the total amount, but the growth rate. The growth of cinema video advertising is inextricably linked to the prosperity of the Chinese film market. According to data released by the State Administration of Radio, Film and Television, the total national box office in 2015 was 44.069 billion yuan, a year-on-year increase of 48.7%.
All the arguments about the "new and old" media do not really mean anything. When more and more people, especially young people, go to the cinema, the big screen can be called a "new media."
When the TV viewers are "old", the brand of advertising has changed.
Fast-moving brands have always been a big player in traditional advertising, and so far. But in 2015, you will find that P&G, Unilever, L'Oreal, Mars, and Dingxin all reduce the advertising costs on traditional media.
Take P&G as an example. It has been the CCTV king for three consecutive years from 2005 to 2007. At that time, it was the period when P&G drastically lowered the price of commodities and broadened the mass market in China. The cost of spending on TV commercials accounted for 60% of marketing expenses.
Now, when TV viewers are aging, these multinational fast-moving companies are rethinking the question of "where consumers are," and you will see that they are no longer as dependent on TV as they used to be. According to the analysis of Kailuo Media, the quotas for the CCTV bidding in the food and beverage and household appliance industries fell by 31% and 59% respectively in 2016, which in turn increased the investment in digital media.
On the contrary, local industrial companies and some emerging startups still have high hopes for TV commercials.
One reason is that although the audience of TV is losing, it is still the most effective medium for mass communication in a short time, and high coverage is difficult to replace. For some companies in the traditional industry, this is still the first choice for them to reach the most popular people, especially the middle-aged and old-age audience, such as home building materials, pharmaceutical companies and so on. And some emerging Internet brands also hope to expand the scale of users through TV advertising.
In addition, "television" is still fascinating for many audiences. For example, some P2P financial companies and micro-businesses do TV commercials, mainly to increase the brand credibility with the authority of CCTV. Of course, this also gives a lot of opportunities for the overwhelming brands to flicker the audience.
Compared with traditional TV commercials, brands now prefer crown names.
Although TV advertising costs have dropped by 4.6% in the CTR data, it is worth noting that the TV commercials listed here only include hard and wide fees, and do not include program title fees - this is the current advertisers. Do not hesitate to spend the most on TV.
From the beginning of the first season after 99, the name of "Daddy Go", the sales volume increased by 50%-60%. The brands began to taste the sweetness. Jiaduobao's title "Good Voice", Han Shuuan's title "You Are the One", Li Bai's title "I am a singer", Yili's title "Where is Dad?", all have a better exposure than traditional advertising. It also attracts the young people they want.
Even the most "orthodox" CCTV, news broadcasts and weather forecast advertisements are no longer the most expensive resources. In 2015, CCTV's "king" was Changan Ford, and it took 300 million pictures of the variety show "Challenge Impossible". Exclusive naming rights.
As the market matures, growth in Internet advertising will gradually slow down <br> iResearch forecast in last year published "China's online advertising industry annual monitoring report" in the next few years China's Internet advertising as a whole (including PC and mobile end The growth rate of the ad) will slow down. The reason is that Internet advertising has maintained rapid growth for many years, and the market is now maturing.
However, with the popularity of smart terminal devices, the growth of mobile Internet users, the development of mobile advertising technology and the improvement of services, the market growth rate of mobile advertising is much higher than the overall level.
According to the types of Internet advertisements, search keywords and e-commerce advertisements have received increasing attention, and in 2014 they have become the top two in terms of market share. Video-roll ads are also growing at a rapid rate.
The most traditional brand graphic ads continue to be squeezed, from 29.4% in 2012 to 21.2% in two years.
The replacement of the media will definitely bring about changes in the arrangement of the advertising market.
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