《2025中国互联网广告营销趋势报告》发布

Group 1 - The core viewpoint of the report indicates that AI technology penetration, short video cross-industry integration, and online-offline collaboration are the three main driving forces reshaping brand marketing logic [1] - The projected size of China's internet advertising market in 2025 is approximately 725.7 billion RMB, reflecting an 11.50% growth compared to 2024 [1] - The expected size of China's internet marketing market, which includes e-commerce promotion and social marketing, is estimated to be 881.8 billion RMB in 2025, with a year-on-year growth rate of about 13.56% [1] - The total scale of the advertising and marketing market is approximately 1,607.5 billion RMB, showing a year-on-year increase of 12.62% [1] Group 2 - E-commerce category advertising continues to hold nearly 30% of the market share, maintaining its strong position with a year-on-year growth rate of 15.58% [1] - Display and information flow advertising also account for nearly 30% of the market share, while video information flow advertising is experiencing rapid growth, with a year-on-year increase of 18.85% projected for 2025, making it the fastest-growing category [1] - The concentration of the internet advertising market in 2025 remains stable compared to 2024, with the top ten companies holding a market share of 96.6%, and the top three companies (Douyin, Alibaba, Tencent) accounting for 66.2% [2] - Tencent, JD.com, and Xiaohongshu are identified as the fastest-growing companies among the top ten in the industry [2] - The report anticipates that the internet advertising marketing industry will enter a critical transformation period in 2026, characterized by "intelligent deepening, scene integration, compliance upgrades, and value reconstruction" [2] - The core driving forces of the market will shift from traffic dividends to AI technology penetration, multi-scenario cross-terminal collaboration, data compliance, and value closure [2] - Industry competition is expected to evolve from "traffic competition" to a comprehensive comparison of "full-link intelligent marketing capabilities" [2]