QuestMobile·2025-08-19 02:02Core Viewpoint - The article discusses the growth and trends in the Chinese internet advertising market for the first half of 2025, highlighting the impact of regulatory changes, technological advancements, and evolving marketing strategies on the industry [4][11][13]. Advertising Market Overview - The Chinese internet advertising market reached a scale of 359.85 billion in the first half of 2025, with a year-on-year growth of 5.6% [4]. - Major platforms such as Taobao, Douyin, and WeChat dominate the market, with market shares of 22.5%, 19.1%, and 10.8% respectively [4]. - Mobile devices account for 88.9% of advertising revenue, while OTT, smart hardware, and PC contribute 9% and 2.1% respectively [4]. Industry-Specific Advertising Investment - The beauty and personal care sector remains the most active, with an advertising investment of 72.45 billion, growing by 19% year-on-year [5]. - The apparel and food & beverage sectors follow, with investments of 20.23 billion and 17.32 billion, reflecting growth rates of 11.2% and 7.3% respectively [5]. - The mother and baby products sector saw a significant increase of 32.4%, reaching an investment of 13.26 billion, driven by national childcare subsidy policies [5]. - Conversely, sectors like home appliances, transportation, and IT electronics experienced declines in advertising investment, with decreases of 21.8%, 9.3%, and 7% respectively [5]. Marketing Trends and Strategies - The article emphasizes the importance of a combination marketing model that helps brands create a closed loop of "target audience - channel - content," enhancing conversion efficiency [4][58]. - The marketing landscape is shifting towards emotional marketing, which is becoming a key driver of consumer decision-making [82]. - Brands are increasingly focusing on integrating AI technologies into their marketing strategies, enhancing interaction and emotional resonance with consumers [92]. Media Channel Insights - The distribution of media traffic is relatively concentrated, with short video, e-commerce, and social media platforms being the primary advertising venues [17]. - The top three media platforms account for 50% of the market share, indicating growth potential for mid-tier and lower-tier media [19]. - Brands are adjusting their marketing investments based on industry dynamics, with a notable shift towards channel-based media for over 50% of advertising expenditures in sectors like beauty and home appliances [65]. Future Outlook - The article predicts that advertising resource allocation will continue to prioritize effectiveness and brand exposure, with a trend towards diversified exposure formats and integrated online-offline marketing strategies [78][80]. - The integration of AI in marketing is expected to become a new trend, with brands leveraging AI for enhanced consumer engagement and emotional connection [92].