传媒行业周报：2025年户外广告继续增长，浙江支持微短剧创作

Investment Rating - The industry investment rating is maintained as "Increase" [6] Core Viewpoints - Outdoor advertising is expected to grow by 7.2% in 2025, benefiting the industry chain. Digital outdoor advertising will account for 42% of total outdoor advertising spending [12][27] - The "Zhejiang Micro Short Drama+" creation plan has been launched, aiming to produce around 100 quality micro short dramas, which is expected to benefit related sectors [13][27] - Giant Network has released a new native gameplay "Imposter Challenge" for its social deduction game "Space Kill," which is currently in gray testing and will enhance user interaction through AI [14][28] Summary by Sections Industry Investment Rating - The report maintains an "Increase" rating for the media industry [6] Core Viewpoints - Advertising Marketing: The growth of outdoor advertising is projected at 7.2% for 2025, with digital outdoor advertising comprising 42% of total spending. Global audio advertising spending is expected to remain stable, while print advertising will decline due to digitalization and AI [12][27] - Micro Short Dramas: The "Zhejiang Micro Short Drama+" initiative aims to produce approximately 100 high-quality micro short dramas, integrating them with various fields to create new business models and enhance content quality [13][27] - Gaming: The introduction of the DeepSeek native gameplay in "Space Kill" is set to revolutionize user interaction, featuring AI players that enhance the realism and challenge of the game [14][28] Market Review - The A-share media index rose by 1.78% from March 10 to March 14, outperforming the CSI 300 index by 0.19 percentage points [3][16] - Among the media sub-sectors, television broadcasting and film industry showed the highest gains at 4.26% and 4.19%, respectively, while digital media declined by 0.43% [19][22] Investment Recommendations - The report suggests focusing on advertising marketing companies such as Focus Media and Easy Point, as well as companies in the micro short drama sector like Mango Excellent Media and Zhejiang Cultural Industry [4][15] - In the gaming sector, recommended companies include Kying Network, 37 Interactive Entertainment, and Gigabit [4][15]