中国广告业发展指数同比增长8.0% 数字广告成产业核心引擎

Core Viewpoint - The China Advertising Industry Development Index reached 128.4 points in 2023, reflecting an 8.0% year-on-year growth, indicating a positive trend in the advertising sector's development [3]. Group 1: Industry Characteristics - The development pattern of the advertising industry is evolving from "single-point breakthroughs" to an "ecological symbiosis" system, with deep integration between advertising and related industries through initiatives like "advertising assisting enterprises" and "advertising assisting agriculture" [3]. - The driving force of development is shifting from "factor-driven" to "innovation-driven," with digital advertising emerging as the core engine for industry growth [3]. - The industry's value is expanding from "economic attributes" to "dual contributions to economic and social aspects," highlighting the advertising sector's role in promoting healthy consumption and shaping national brand images [3]. - The governance system is upgrading from "traditional regulation" to "modern governance," with the introduction of policies to support high-quality development in the advertising industry [3]. Group 2: Future Outlook - In 2024, the overall development index of the advertising industry is expected to show a "steady progress with simultaneous quantity and quality improvement," with four primary indicators advancing together [4]. - The industry strength index is projected to reach 137.4 points, reflecting a 10.6% year-on-year increase, while the industry environment index is expected to grow by 8.3% to 125.5 points [4]. - The social benefit index is anticipated to rise by 5.9% to 128.6 points, and the economic benefit index is expected to increase by 7.0% to 122.3 points [4]. - China is projected to maintain its position as the second-largest advertising market globally and the largest in the Asia-Pacific region, with the fastest growth in advertising revenue among the top 10 global advertising markets [4]. - Digital advertising is identified as a key engine for sustainable growth and innovation in the advertising industry, with the internet becoming the primary medium for ad dissemination [4].