广告行业跟踪（13）：8月户外广告投放回暖，楼宇液晶媒体稳健增长

Investment Rating - The report maintains a "Positive" investment rating for the advertising industry [7]. Core Insights - In August 2025, outdoor advertising spending totaled 22.718 billion yuan, representing an 8% year-on-year increase and a 1% month-on-month increase, with a net value growth of 2% after excluding scope and list price changes [2][10]. - The outdoor traditional media sector continues to show growth, driven by increased spending in subway, airport, and bus station media, with a total advertising expenditure of 7.199 billion yuan in August, reflecting a 6.4% year-on-year increase [10]. - The top five industries for outdoor video media spending in August were websites, beverages, software, cosmetics, and services, accounting for 64% of total spending, with significant increases in the website and software sectors [10]. Summary by Sections Outdoor Advertising Market - The outdoor advertising market showed signs of recovery in August, with a total expenditure of 22.718 billion yuan, an 8% increase year-on-year and a 1% increase month-on-month [2][5]. - Traditional outdoor media, particularly subway advertising, remains dominant, with a 59% share of total spending [10]. Media Performance - The performance of building LCD media is robust, with a 13% year-on-year increase and a 3% month-on-month increase in August [10]. - High-speed rail video advertising saw a 3% year-on-year decrease but a 15% month-on-month increase, indicating a slight recovery [10]. Industry Trends - The report highlights a continued increase in the share of spending by leading industries, particularly in the website and software sectors, which saw significant growth due to increased investments from major players like Taobao and Meituan [10]. - Building media is expected to maintain high demand due to its effective targeting of high-consumption demographics, supported by a recovering economy [10].