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To get down to business, today I would like to share with you our insights into China's Internet advertising market in 2022. QuestMobile data shows that although the overall advertising market will decline by 9.4% in 2022, the Internet advertising market will still grow by 1.4%, breaking through 660 billion yuan, and the advertising capacity of video media and social media will increase significantly with the steady recovery of mobile Internet traffic (the total consumption will exceed 1.2 billion yuan) and the increase of users' online time (the monthly average daily use time is 463.8 minutes).
At the same time, the technology driven advertising model is gradually taking shape. For example, AIGC is widely used in intelligent advertising, giving the industry more opportunities to reduce costs and increase efficiency. It can be predicted that with the popularity of ChatGPT, AI will continue to become popular in 2023, and its intelligence, ease of use, and compatibility will become more widespread. The technical changes in the entire advertising marketing market will further emerge.
Specifically, in 2022, the advertising market will be generally stable, e-commerce platform and live e-commerce advertising will keep growing, and media advertising will show a downward trend. Among them, the head platform continued to promote advertising products based on intelligent technology, and created a new launch matrix, which continued to attract traffic entry, improve service automation and digitization, and promote the overall efficiency of marketing, Fast hand magnetic Taurus and fast hand vermicelli have maintained a high growth.
At the same time, it has become a subject that must be faced by the current advertising marketing. The integrated communication of multiple contacts and the centralized selection of resources through single channels have become the norm. More than 80% of brands use no less than five marketing methods, and more brands prefer channels closer to the life circle. For example, advertisers in the beauty industry are mainly based on the grass planting attribute of the platform, and live broadcast e-commerce has realized transformation
How to play? Look at the report.
QuestMobile data shows that the overall advertising market will decline by 9.4% in 2022, but the Internet advertising market will still grow by 1.4%, breaking through 660 billion yuan, and the advertising capacity of video and social media will increase significantly. See the detailed insight below for more data.
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Under the uncertainty of market environment
More concentrated investment in marketing resources
The demand for sales transformation is further strengthened
1. In 2022, market consumption will be weak, and technology will drive the development of advertising market
1.1 The advertising market environment in 2022 is mainly affected by economic factors, and technical factors are driving the industry reform
![picture](/image/1679983363900098117.png)
1.2 In 2022, online consumption will further grow, and online consumption scenarios will become the basis of digital marketing closed-loop, which will be more closely integrated with marketing information flow
![picture](/image/1679983363975056809.png)
1.3 The transformation requirements of marketing due to the lack of consumption growth have been further improved, and advertising marketing is facing the requirements of breakthrough and reform
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2. The advertising capacity further increased, mainly due to the competition of user stickiness
2.1 The foundation of Internet advertising traffic continues to expand, and user stickiness has significantly improved
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2.2 The distribution pattern of media traffic is relatively stable, and the advertising revenue and advertising capacity of mobile video media remain double growth
![picture](/image/1679983364155050054.png)
2.3 In addition to video media, the advertising capacity of social media has also been significantly improved, which is good for the increase of media advertising revenue
![picture](/image/1679983364220021194.png)
3. The overall growth of the advertising market will be suspended in 2022, and may resume in 2023
3.1 In 2022, the advertising market will not grow for the first time. At the same time, the reform of the advertising market is in progress. Advertisers will put in more new advertising forms/products, and the existing model will show a downward trend
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3.2 The mobile terminal continues to maintain the position of the main screen, and the online and offline integration and other interactive scenarios increase the application scenario of intelligent device advertising
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3.3 2022 Digital Marketing Industry Chain Map
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Breakthrough in drainage mode, superior media
The advantages are more prominent, and the latecomers follow closely
1. A new competition pattern is taking shape in the Internet advertising market segmentation track
1.1 Compared with the intensified competition in 2021, a new pattern is taking shape
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1.2 The giant has significant media advantages, which can stabilize the existing track and expand to other tracks at the same time
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2. E-commerce advertising keeps growing, and new advertising platforms grow rapidly
2.1 The growth of e-commerce platforms and live broadcast e-commerce advertising has ensured the steady development of the Internet advertising market, and the media advertising has shown a downward trend
![picture](/image/1679983364635075729.png)
2.2 Advertisers' choice of advertising forms is more closely combined with their own sales channels
![picture](/image/1679983364672076817.png)
2.3 Giant media layout and expansion of traffic ecology and ADX platform to drive growth; The brand requires accurate access to and improvement of advertising efficiency, which further promotes market development
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2.4 The head platform creates a new launch matrix, and the closed-loop effect attracts the rapid influx of traffic
In station transformation export improves e-commerce marketing scene delivery efficiency, content heating platform significantly improves push efficiency/interaction volume, and local life delivery volume grows rapidly.
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More urgent transformation requirements
The marketing mode is changing
1. Multi contact integrated communication and single channel centralized selection of resources
1.1 Brands increase the probability and frequency of reaching users through the combination of marketing means and enriching touch user points
More than 80% of brands adopt no less than 5 marketing methods, and hard wide is still the standard configuration for brand exposure.
![picture](/image/1679983364819088026.png)
1.2 The market prospect is gradually clear, and the marketing investment is steadily rising
![picture](/image/1679983364853067489.png)
1.3 The brand maintains the marketing mode of joint drainage with channels, and the joint resources incline to channels closer to the life circle
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1.4 The head platform vigorously promotes advertising products based on intelligent technology, and technology oriented product capabilities deepen service automation and digitization, promoting the overall efficiency of marketing
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2. Typical industries rely on advertising to seek differentiated marketing innovation
2.1 The industry placement is clearly separated, the competitive advantage of the head industry is greater, and the advertising placement efficiency is higher; The middle and waist industry is highly competitive, and more marketing initiatives are obtained through marketing actions and advertising
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2.2 Marketing characteristics of beauty industry in 2022:
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Ⅰ. The number of top media advertisers investing in cosmetics has further increased, and the beauty industry is more concentrated
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Ⅱ. The beauty industry continues to promote the marketing model of explosive products, and resources are concentrated to promote sales transformation
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Ⅲ. Live broadcast will become a regular sales and promotion channel. In 2022, the self run and self broadcast mode will become the standard configuration of beauty brands
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2.3 Marketing characteristics of online shopping industry in 2022:
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Ⅰ. E-commerce platform seeks more traffic explosion points and creates platform value space in addition to double promotion
![picture](/image/1679983365178072187.png)
Ⅱ. Differentiation of marketing nodes and diversification of marketing methods promote the platform to increase brand exposure and exposure
![picture](/image/1679983365213088717.png)
Ⅲ. E-commerce keeps improving the drainage effect with differentiated products, but the marketing layout of key nodes tends to be consistent
Looking at the three major e-commerce companies as a whole, they basically show the common marketing characteristics of 618 food and beverage products and double 11 household appliances.
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2.4 Marketing characteristics of automobile industry in 2022:
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Ⅰ. Auto brands skillfully apply hot marketing to create topics to increase popularity, enrich brand tonality and capture users' minds
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Ⅱ. Media and exposure become the core of advertising, and marketing returns to tradition
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Ⅲ. The advertising copy frequently uses price information such as financial plans to stimulate purchase and improve transformation
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2.5 Marketing characteristics of mobile communication industry in 2022:
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Ⅰ. The annual peak of smartphone launch was concentrated around the traditional promotion, and the market only recovered briefly in 618. In order to get rid of the sales downturn, the brand continued to hedge in the second half of the year
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Ⅱ. The world's top events are distributed at the beginning and end of the year. The exposure brought by the top sponsorship rights has global coverage, and the brand makes global exposure by virtue of the marketing hot spots of the sports big year
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Ⅲ. As users change phones into a rational cycle, smartphone brand marketing will be more exposed and brand influence will be enhanced
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Ⅳ. In order to increase the intra station drainage and improve the transformation efficiency, the cooperation between the brand and the live broadcast e-commerce is deepened
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2.6 Marketing characteristics of household appliances industry in 2022:
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Ⅰ. The marketing of household appliances industry continues to move online, and the investment in each sub industry keeps growing
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Ⅱ. Affected by special factors, offline channels of household appliances began to migrate online synchronously in the second half of the year
There are many uncertainties in the offline market. The traditional offline channels of the home appliance industry began to migrate to online in the marketing link, and the scale of its social e-commerce users of shopping increased.
![picture](/image/1679983365737030457.png)
Ⅲ. Promoted by consumption incentive policies, the number of sales promotion nodes in the home appliance industry has increased. Personal care small appliances take into account the education market and brand building, and maintain a high level of regular delivery
![picture](/image/1679983365773030142.png)
Ⅳ. New brands of small household appliances concentrate resources on a single category, old brands expand product lines to join the battle, and the dominant position of the head brand in the marketing competition pattern is weakened
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2.7 Marketing characteristics of the beverage industry in 2022:
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Ⅰ. Active marketing in the beverage industry, continuous marketing activities+advertising, and diversion and transformation in cooperation with promotion nodes and marketing hotspots
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Ⅱ. The joint marketing action is prominent, mainly focusing on co branded brands and IP, promoting the marketing of new products and creating hot topics
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Ⅲ. Beverages and dairy products are mainly video patches, preferring long video media, and film and television dramas and variety shows are mainly considered for cooperation
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The economy is good and the marketing is good, but
Competition intensifies and growth becomes more difficult
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1. Trend 1: Marketing of products, hot competition of popular products: products have their own marketing attributes, marketing resources are concentrated on popular products/new products, and channels are constantly optimized according to the product life cycle
![picture](/image/1679983366043056495.png)
2. The marketing mode has changed to the matrix of "large single product+series products", and the competition of popular products has become fiercer
Take the beauty industry as an example, open the ceiling of a single product based on the core component horizontal derivative product matrix.
![picture](/image/1679983366082023479.png)
3. Trend 2: Commercialization of advertising, focusing on exposure value: both exposure and content focus on delivery efficiency. Centralized traffic not only brings higher exposure opportunities, but also higher conversion rate and more accurate crowd positioning
![picture](/image/1679983366115042112.png)
4. Hard advertising focuses on cost-effective, exposure and click conversion, while soft advertising focuses on interactive conversion; Taking the household appliance industry as an example, the short video platform has higher comprehensive efficiency and attracts advertisers to focus on the launch
![picture](/image/1679983366151019490.png)
5. Trend 3: channel diversion, online and offline co diversion: integrated development of online and offline consumption, marketing focuses on channel diversion to form brand assets, shorten repurchase marketing process, and maximize marketing efficiency
![picture](/image/1679983366184008419.png)
In addition to e-commerce channels, brands and a wide range of offline channels are jointly channelled.
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At the same time, with the help of third-party traffic marketing, brands combine with their own channels to form a superposition effect.
![picture](/image/1679983366256060584.png)
6. Trend 4: Content IP, symbolic value continues to highlight: superimpose traffic based on commodity value+symbolic value, and combine marketing to precipitate value to brand
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7. Trend 5: Closed loop media, further strengthening brand autonomy: technical advertising products are adapted through demand/scene integration to open the flow chain
Relying on the richness of content and the high visibility of traffic, the giant opened the transformation channel inside the station and created an intelligent delivery platform, which directly digested the traffic inside the station, increased the operable links in the advertiser's delivery, reduced the loss of cross platform, and rapidly increased the proportion of the delivery contributed by the transformation inside the station.
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8. Advertisers increase their investment in closed-loop solutions, and technical advertising products will keep growing
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Top Business Value APP Media in 2022
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Author: QuestMobile
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The original link is as follows: https://mp.weixin.qq.com/s/ODRSdR56p9V9e1AcEWbiog