2026年广告主怎么看？预计中国营销投资平均增长10%

Core Insights - The report indicates a recovery in investment confidence among advertisers in China's digital marketing market, with a projected growth rate of 10% for marketing expenses in 2026, an increase in the proportion of advertisers holding positive investment confidence to 30%, up 8 percentage points year-on-year [1][2] Group 1: Market Trends - The digital marketing industry in China is at a crossroads of technological revolution and value reconstruction, with AI technology evolving from a content tool to a fundamental infrastructure for businesses [1] - The report highlights a decline in the importance of traffic dividends, with advertisers increasingly recognizing that brand strength is the core driver of long-term growth, although they face business pressures [1][3] Group 2: Investment Confidence - 30% of advertisers believe that overall marketing investment in China will increase in 2026, up 8 percentage points year-on-year, while 47% expect a decrease, reflecting an improvement in market sentiment [2] - The healthcare and beauty sectors show the strongest confidence, while the automotive and food and beverage sectors exhibit relatively lower confidence [2] Group 3: Marketing Challenges - Key challenges for marketers in 2026 include difficulties in measuring effectiveness (52%), enhancing marketing ROI (48%), and media fragmentation (45%), with the challenge of applying AI rising significantly [3] - The proportion of advertisers choosing to optimize internal organization to reduce management costs has increased to 37%, up 5 percentage points from the previous year [3] Group 4: Growth Opportunities - Advertisers identify increasing brand building (48%), launching new products (47%), and targeting younger demographics (42%) as key growth opportunities for 2026 [4] - The importance of brand awareness and image remains stable, with 83% of advertisers focusing on brand goals, while the proportion of those prioritizing sales effectiveness has dropped to its lowest in six years at 74% [4] Group 5: Marketing Insights - 28% of advertisers believe that the importance of data insights in marketing has declined, while the challenge of understanding consumer changes has risen to 31% [5] - The highest increases in media investment are seen in mobile internet (62%), content marketing (44%), and outdoor advertising (29%) [5] Group 6: Content Marketing Trends - Among advertisers engaged in content marketing, 44% expect their investment to grow in 2026, with sports events and short dramas being the top content types for increased investment [6] - 85% of advertisers recognize the urgent need to apply AI tools in marketing, with the main barriers being a lack of successful case studies and concerns over AI output reliability [6]