趋势研判！2025年中国机场广告行业产业链、发展历程、市场规模、竞争格局及发展趋势：收入规模有望回升，市场竞争愈加激烈[图]

Core Insights - The airport advertising industry is experiencing significant growth due to increasing passenger traffic and the rising importance of airports as advertising venues. The passenger throughput in Chinese civil aviation is projected to reach 1.46 billion in 2024, a year-on-year increase of 15.9% [3][4] - The revenue from airport advertising in China is expected to recover, with an estimated revenue of 9.572 billion yuan in 2024 and a forecasted increase to 10.454 billion yuan in 2025 [4] Group 1: Industry Definition and Classification - Airport advertising refers to commercial advertisements displayed within airport premises, targeting both travelers and airport staff. It includes various media formats such as LED screens, billboards, and magazines [2][3] - The industry operates under diverse business models, including commercial franchising, joint ventures, and emerging models, leveraging audience, price, space, and time advantages [2] Group 2: Current Industry Status - Airports serve as critical hubs for people, goods, and information, attracting businesses to utilize them for advertising and brand promotion. The growth in air travel has created substantial market potential for airport advertising [3] - The airport advertising revenue in China has shown consistent growth from 2017 to 2019, but faced challenges from the pandemic and macroeconomic factors from 2020 to 2024 [4] Group 3: Industry Value Chain - The upstream of the airport advertising industry includes airport management, media equipment, content production, and digital platform technology. The midstream involves airport advertising operations and agency services, while the downstream consists of businesses that require advertising, spanning various sectors [4] Group 4: Industry Development History - The evolution of airport advertising in China can be categorized into three phases: traditional print period (1990-2009), digital emergence period (2010-2019), and intelligent upgrade period (2020-present) [6] Group 5: Competitive Landscape - The market for airport advertising in China is expanding, with increasing competition and market segmentation. Major players dominate premium advertising spaces in key airports, creating regional monopolies [8][9] - Local operators focus on niche markets such as regional airports and specialized areas, employing localized teams and flexible advertising formats to enhance engagement [9][10] Group 6: Industry Development Trends - The nature of advertising is shifting from one-way communication to interactive dialogues between brands and consumers, enhancing engagement and recall. The airport advertising market is expected to evolve with more media formats and consumer services, driven by technological advancements towards digitalization and sustainability [10][11]