B站广告11季连涨超20% 今年将AI全面融入营销各环节

Core Insights - Bilibili (B站) held the "2026 AD TALK" marketing partner conference focusing on how brands can deepen user engagement, introducing four major marketing scenarios and five marketing tools [2] - AI technology will be fully integrated into marketing processes this year, with the launch of the self-service AI marketing strategy center "哔哩必达" for merchants [2][4] - Bilibili's advertising revenue has seen over 20% growth for 11 consecutive quarters, significantly outperforming the industry average, driven by its quality content ecosystem [2] Marketing Strategies - Bilibili has validated the concept that "good business is good content," with 24% of brand merchants appearing on its weekly must-see list in 2025 [3] - Successful case studies include A2 milk's nostalgic content, COLMO's creative video achieving 8.7 million views, and Insta360's outdoor sports focus leading to top market penetration [3] - The company plans to enhance its marketing service capabilities in 2026, offering comprehensive support across the entire marketing process from pre-investment insights to post-investment metrics [3] AI Integration - AI will significantly improve conversion rates, making advertising smarter and lowering creative production barriers, while stabilizing operational processes [4] - The annual marketing calendar and major content IP resources were also released during the conference [4]