PropellerAds 发布 2026 年电商广告趋势分析：平台化投放与新用户获取引领增长

Core Insights - The global e-commerce market is expanding, leading to a more complex competitive environment for advertisers, necessitating a reevaluation of advertising strategies and effectiveness measurement [1] Group 1: Advertising Trends - Trend 1: Growth will prioritize market platforms over standalone brand stores, with platforms like Shopee and Lazada expected to see increased ad spending due to their user trust, competitive pricing, and fast delivery [2] - Trend 2: New Customer Acquisition (NCA) is becoming a core KPI, shifting the focus of advertising strategies towards first-time buyers rather than repeat customers [3] - Trend 3: More precise internal promotions at the product/store level are emerging, as advertisers focus on specific products to better match user intent and improve conversion rates [4] Group 2: Post-Purchase Strategies - Trend 4: Emphasis on post-purchase remarketing and repurchase cycles is increasing, with brands encouraged to implement retention strategies such as reminders and loyalty programs to stabilize revenue [5] - The analysis indicates a shift towards platform-first strategies, new user acquisition, and precise targeting, with a focus on creating a predictable and sustainable growth cycle [5] - Advertisers must leverage platform advantages, data analysis, and refined strategies to maintain growth and enhance ROI in a competitive market [6]