QuestMobile2025年互联网广告市场半年报告：总规模近3600亿，头部三家吞下5成硬广份额，监管进化驱动进入秩序规范期

Core Insights - The Chinese internet advertising market is experiencing regulatory evolution and increased orderliness, with a market size of 359.85 billion yuan in the first half of 2025, reflecting a year-on-year growth of 5.6% [1][2][9] - Major platforms like Taobao, Douyin, and WeChat dominate the market, accounting for 22.5%, 19.1%, and 10.8% of hard advertising revenue respectively [1][2] - Mobile devices remain the primary revenue source, contributing 88.9% of total income, while other devices like OTT and PCs account for 9% and 2.1% respectively [1][2] Advertising Market Overview - The advertising market is expanding, driven by a resilient economy and the shift towards online consumption, which has intensified competition for advertising space and increased traffic costs [7][11] - The growth rate of the internet advertising market is moderate, influenced by conservative advertising budgets, saturation of top-tier traffic, and slowing growth in advertising prices [11][19] Industry-Specific Advertising Trends - The beauty and personal care sector is the most active, with a marketing expenditure of 72.45 billion yuan, up 19% year-on-year, followed by apparel and food & beverage sectors [2][22] - The maternal and infant products sector has seen a significant boost, with a 32.4% increase in spending to 13.26 billion yuan, driven by national childcare subsidy policies [2][22] - Conversely, industries like home appliances, transportation, and IT electronics have experienced declines in advertising spending, with decreases of 21.8%, 9.3%, and 7% respectively [2][22] Marketing Strategies and Trends - Brands are increasingly focusing on integrated marketing strategies that create a closed loop of "target audience - channel - content" to enhance conversion efficiency [1][51] - The use of emotional marketing is on the rise, as consumers are more willing to make purchases based on emotional resonance, leading brands to adopt diverse emotional marketing strategies [71][73] - AI technology is becoming a new trend in brand marketing, facilitating efficient interaction and emotional connection through various AI applications [82] Media Channel Dynamics - The concentration of media traffic is notable, with the top three platforms capturing a significant share of the market, while mid-tier and lower-tier media still have growth potential [15][19] - The integration of various media channels, including social media, e-commerce, and short videos, is essential for brands to maximize their advertising effectiveness [15][35] - The emergence of new marketing touchpoints, such as smart hardware and AI applications, is expanding the landscape for advertising opportunities [32][34]