Investment Rating - The report does not explicitly state an investment rating for the outdoor advertising industry Core Insights - Insight 1: There is a conflict between long-term brand building and short-term performance growth among advertisers, with 86.7% recognizing the importance of brand advertising, yet only 20% plan to increase their brand advertising budget by 2025 [2][3] - Insight 2: Outdoor advertising demand remains concentrated in high-tier cities, with a strategy of self-operated media in high-tier cities and franchise models in lower-tier cities [3][4] - Insight 3: The core capabilities of outdoor media are shifting towards effectiveness and digitalization, with a focus on programmatic advertising as a key driver [4][5] Summary by Sections Industry Overview - The outdoor advertising market in China reached a total size of 329.9 billion yuan in 2023, with a year-on-year growth of 17.6% [35][36] - The market is expected to grow at a compound annual growth rate (CAGR) of 11.1% from 2024 to 2026 [35][36] Industry Chain Analysis - Advertisers generally recognize the value of brand advertising, but budget allocation favors performance advertising, with only 25% of advertisers planning to spend more on brand advertising in 2024 [46][51] - Outdoor advertising investment is primarily focused on first-tier and new first-tier cities, with a notable trend towards increased investment in new first-tier cities [51][52] Market Analysis by Scenarios - The elevator advertising market is projected to grow at a CAGR of 16.7% from 2024 to 2026, driven by digital technology applications and strong advertiser demand [88][89] - The transportation advertising market saw a slight decline in 2023, with a market size of 116.7 billion yuan, primarily due to budget shifts towards internet marketing [109][110] Media Company Case Studies - Focus Media has expanded its urban life media network, integrating various media types to cover mainstream consumer demographics [130][131] - Deko China has adopted a digital transformation strategy, enhancing its media offerings with innovative formats like naked-eye 3D and interactive media [139][140] Industry Development Trends - The integration of outdoor media into a comprehensive media matrix is expected, with nearly 90% of advertisers recognizing the value of online and offline advertising synergy [160][161] - The outdoor advertising industry is anticipated to see growth opportunities in overseas markets as Chinese companies expand their brand presence internationally [164][165]
2024年中国户外广告市场研究报告
艾瑞股份·2024-12-15 03:43