以 CTV 为核心，驱动中国品牌全球高质量发展新征程

Core Insights - Chinese brands are accelerating their global presence, with advertising and marketing evolving as key tools for brand communication, especially in the face of external uncertainties like trade friction and tariff fluctuations [1] - The evolution of Chinese brands' globalization strategies is shifting from OEM and low-cost offerings to a focus on brand asset development, emphasizing long-term investment in brand exposure [1][2] - The Trade Desk (TTD) highlights that CTV (Connected TV) is becoming a central element in high-quality internet marketing strategies for Chinese brands, driving their global development [1][3] Group 1: CTV's Rise and Global Advertising Landscape - CTV is rapidly penetrating global households, with 41% of UK residents and 44% of US residents significantly increasing their streaming service subscriptions and viewership [3] - 94% of advertisers recognize that CTV advertising meets or exceeds their expectations, indicating strong confidence in its effectiveness [3] - Global CTV advertising revenue is projected to grow by 20% in 2024, reaching $35.2 billion, and is expected to rise to $46.3 billion by 2026 [3] Group 2: Multi-Channel Strategy and Brand Trust - The demand for high-quality digital content is driving the rise of CTV, providing brands with new opportunities to establish a credible international image through immersive experiences [4] - A multi-channel strategy is essential for brands to attract consumer attention, with TTD noting that this approach can enhance user attention by 1.4 times and emotional connection by 1.9 times while reducing cognitive fatigue by 2.2 times [4][5] - Each channel plays a unique role in this strategy, with CTV enhancing visual storytelling, audio ads capturing attention in multitasking scenarios, and digital out-of-home (DOOH) ads creating strong visual impacts [5]