去年广告发布收入比前年增长百分之二十四 互联网广告维持较高增速

Core Insights - The advertising revenue in various media is projected to exceed 1 trillion yuan for the first time in 2024, reaching 1,031.07 billion yuan, representing an 18.2% increase from the previous year [1] - Internet advertising revenue is expected to reach 891.91 billion yuan in 2024, growing by 24.0% and accounting for 86.5% of total advertising revenue [1] - The digital advertising market is expanding, driven by technological innovation, evolving consumer demands, and media evolution, with a focus on AIGC (AI-Generated Content) and new content formats like micro-short dramas [1][3] Industry Trends - The internet has transformed from a traditional tool to a digital infrastructure supporting societal operations, with applications like online food delivery and payment rapidly growing [2] - Digital advertising is identified as a core industry within the digital economy, facilitating the integration of digital and physical economies [2] - The network advertising market in China reached 1,131.7 billion yuan in 2023, marking a 12.4% increase from 2022, with expectations for further growth driven by economic recovery and AI advancements [3] Market Dynamics - E-commerce and short video platforms dominate the network advertising market, holding 36.3% and 26.5% market shares respectively, as advertisers favor platforms that closely align with transaction activities [3] - The trend of "self-satisfying consumption" is emerging, where consumers make informed decisions based on extensive information and peer reviews, shifting the focus of marketing strategies towards emotional resonance [4] - AI models are enhancing human-computer interactions, making digital marketing more personalized and tailored to consumer preferences, thereby increasing purchase intent and customer satisfaction [4]