Investment Rating - The report maintains a "Positive" investment rating for the advertising industry [7]. Core Insights - In July 2025, the total outdoor advertising expenditure was 22.467 billion yuan, representing a year-on-year decrease of 4% and a month-on-month decrease of 5%. Excluding scope and list price growth, the net value decreased by 10% year-on-year [2][4]. - Outdoor traditional media continues to gain traction, with July advertising expenditure reaching 7.106 billion yuan, a year-on-year increase of 4.2% and a month-on-month increase of 4.0%. The net value, excluding scope and list price changes, increased by 3.6% year-on-year [10]. - The website, beverage, and entertainment sectors emerged as the main contributors to outdoor video media expenditure in July, driven by the "takeaway war" and summer effects [10]. Summary by Sections Outdoor Advertising Performance - The total outdoor advertising expenditure in July 2025 was 22.467 billion yuan, down 4% year-on-year and 5% month-on-month. The net value, excluding scope and list price growth, decreased by 10% year-on-year [2][4]. - Outdoor video media advertising expenditure totaled 15.361 billion yuan, a year-on-year decrease of 7% [2]. Channel Analysis - The expenditure on building LCD media decreased by 12% year-on-year and 17% month-on-month due to changes in media collection cycles. In contrast, electronic screen media saw a year-on-year increase of 14% and a month-on-month increase of 18% [10]. - High-speed rail video media advertising expenditure increased by 6% month-on-month due to heightened travel demand during the summer [10]. Industry Contributions - The top five industries for outdoor video media expenditure in July were websites (24%), beverages (23%), entertainment (8%), services (8%), and alcohol (5%). The website sector's share increased significantly from 3% in the previous year [10]. - The beverage industry's expenditure share rose to 23% due to high summer temperatures, while the entertainment and service sectors also saw increases in their advertising shares [10]. Outlook for Building Media - Building media maintains a high level of attractiveness due to its frequent exposure and precise targeting of high-consumption demographics. The report anticipates a recovery in advertising expenditure as the domestic economy continues to show signs of cyclical recovery [10].