B站也推出了新的广告+AI工具，未来会从“开环”走向“闭环”

Core Insights - Bilibili's AD TALK marketing conference revealed significant growth in user engagement and advertising revenue, with a focus on AI-driven marketing tools and the evolving demographics of its user base [1][2][4][19] User Demographics and Engagement - Bilibili has 117 million daily active users and 376 million monthly active users, with an average user age of 26, indicating a shift towards a more financially independent demographic [1] - The average daily usage time for Bilibili users increased to 112 minutes in 2025, a growth of 6 minutes year-on-year [8] - Over 2.2 billion users engaged with consumer content on Bilibili last year, contributing to sustained advertising revenue growth [2][8] Advertising Revenue and UP Master Earnings - Bilibili's advertising revenue has seen over 20% growth for eleven consecutive quarters, significantly outpacing the market average [2] - The average income for UP Masters increased by 22% year-on-year, reflecting the platform's commitment to supporting content creators [2][8] AI Integration in Marketing - Bilibili introduced "Bilibili Bid," a one-stop AI marketing data strategy center aimed at enhancing advertising efficiency through automated processes [4][5] - The penetration of automated advertising has exceeded 65%, reducing manual operations by 85% and increasing ad performance by 90% [5] - AI tools are designed to address various advertising challenges, including audience targeting and content optimization [4][5] Marketing Strategies and Tools - The conference emphasized the introduction of four major marketing scenarios and five marketing tools, integrating AI into all marketing processes [3][4] - Bilibili plans to open more search traffic to advertisers, allowing for greater control over targeting and pricing [6] - The platform is exploring new advertising models within its playback pages, which are identified as key engagement areas for users [6][18] Content and Brand Engagement - Bilibili's user base is transitioning from students to working professionals, leading to increased consumer demand and reduced resistance to advertising [19] - The platform's "weekly must-watch" list shows that 24% of the content is commercial collaborations between brands and UP Masters, indicating successful commercialization education among users [20] - Bilibili is committed to enhancing its mid-to-long video ecosystem with a diverse range of content planned for 2026, including new IPs and professional content creators [20]