要实现户外广告"品效协同"的真正落地，品牌需要科学的评估体系支持。 凯度消费者指数推出 消费者媒介影响力之户外媒体LBS加强版 ，以运营商基站定位技术 为核心，结合跨渠道购买行为数据，为户外广告提供透明化评估： ● 地理围栏精准锁定曝光 ：基于广告点位划定地理围栏，实时捕捉目标人群的停留时长， 确保触达真实性。 ● 购买行为数据打通 ：通过加密设备号匹配户外广告（及跨媒体）曝光，并打通同源样本 的全渠道购买记录，在复杂的媒介接触中精准拆分不同广告的贡献。 ● 科学模型量化效果 ：聚焦渗透率、全渠道消费、新客占比等核心指标，直接关联户外广 告与品牌生意增长，为优化媒介组合提供科学依据。 1 . 真实触达，透明归因 中 国 媒 体 广 告 市 场 在 经 济 复 苏 和 技 术 创 新 的 推 动 下 ， 呈 现 稳 定 增 长 ， 广 告 触 点 也 日 益 复 杂。如何让广告的"品效协同"从理论走向实践，成为品牌亟待解决的课题之一。广告主对 户外广告的真实效果评估同样面临挑战： ● 数据割裂 ：曝光人群与购买转化人群难以匹配，无法还原从"看到广告"到"实际消费"的 真实链路。 ● 多触点干扰 ：消费者同时接触 ...

Core Insights - The report highlights the government's initiatives to stabilize employment and promote high-quality economic development, including measures to support enterprises and boost consumption [9][10] - The A-share market is experiencing slight fluctuations, with the banking and gaming sectors showing strength, while real estate and consumer sectors are underperforming [10][17] - The nuclear power sector is witnessing an acceleration in project approvals, indicating a positive long-term outlook for nuclear operators [27][28] Domestic Market Performance - The Shanghai Composite Index closed at 3,288.41, down 0.20%, while the Shenzhen Component Index closed at 9,855.20, down 0.62% [4] - The average P/E ratios for the Shanghai Composite and ChiNext are at 14.02 and 34.16, respectively, suggesting a suitable environment for medium to long-term investments [10][17] International Market Performance - Major international indices, including the Dow Jones and S&P 500, experienced declines of 0.67% and 0.45%, respectively, indicating a cautious global market sentiment [5] Industry Analysis - The electric power and public utilities sector outperformed the market, with the index rising 2.93% in April, while the overall market saw a decline [19] - The first quarter of 2025 saw a 5.4% year-on-year increase in GDP, with industrial production and retail sales showing positive growth, indicating a recovery in domestic demand [14][15] Investment Recommendations - The report maintains a "stronger than market" rating for the electric power and public utilities sector, emphasizing the importance of stable earnings and growth potential in large operators [28] - Investors are advised to focus on sectors with high earnings certainty and clear policy catalysts, particularly in technology and consumer upgrades [10][13]

Core Insights - The company reported a steady growth in performance, with 2024 revenue reaching 12.262 billion yuan and net profit attributable to shareholders at 5.155 billion yuan, while Q1 2025 revenue was 2.858 billion yuan, up 4.7% year-on-year, and net profit at 1.135 billion yuan, up 9.14% year-on-year [2][3][4] Industry Overview - China's advertising market showed stable growth in 2024, with a 1.6% year-on-year increase, while the outdoor advertising market reached approximately 85.22 billion yuan, growing about 3.86% [3] - The outdoor video advertising market in China is projected to reach around 74.52 billion yuan by 2029, indicating strong growth potential [3] Company Performance - The company demonstrated resilience and growth potential, benefiting from high-frequency, low-interference advertising strategies that effectively reach mainstream urban populations [4] - Demand from consumer goods and telecommunications sectors remains robust, particularly in clothing and cosmetics [4] Consumer Market Dynamics - The Chinese consumer market is characterized by both differentiation and upgrading, with government measures stimulating domestic demand and a shift towards quality and personalized consumption [5] - The company has established itself as a core platform for brand communication in the consumer goods sector, adapting to the evolving advertising landscape [5] Strategic Initiatives - The company is pursuing a long-term growth strategy, focusing on technological innovation and enhancing brand positioning capabilities [9] - A recent announcement regarding the acquisition of New Wave Media aims to expand media coverage, particularly in lower-tier cities, and create significant synergies [9] - The company is also increasing its international presence, promoting the elevator media model in various countries [9] Corporate Governance - The company has a strong commitment to shareholder returns, with a proposed cash dividend of 4.766 billion yuan for 2024, representing approximately 92.45% of net profit attributable to shareholders [10] - Since its return to A-shares in 2015, the company has distributed around 32 billion yuan in cash dividends and share buybacks, exceeding 85% of A-share listed companies [10]

Macro Perspective - The core point of the Central Political Bureau meeting is to implement more proactive macro policies and prioritize domestic demand, confirming the approach of early policy action to address economic pressures [1][2] - The meeting emphasized the need to enhance the income of low- and middle-income groups and promote service consumption to stimulate economic growth, indicating further policies targeting deflation expectations [1][2] Strategy Perspective - The meeting recognized the economic recovery since the beginning of the year, with GDP growth of 5.4% in Q1 2024, but highlighted the need for further stabilization due to external shocks [2] - Future policy directions include stabilizing employment, enterprises, markets, and expectations, with a focus on proactive fiscal policies and appropriate monetary easing [2] - The issuance of special bonds and long-term government bonds is expected to accelerate, with local special bond issuance reaching approximately 24% by mid-April 2024 [2] - Monetary policy remains flexible, with potential for interest rate cuts and the introduction of new structural monetary policy tools to support consumption and innovation [2] Industry Insights - The real estate sector is expected to benefit from increased urban renewal efforts and a new development model focusing on high-quality housing supply [7] - The meeting highlighted the importance of stabilizing the real estate market, with policies aimed at optimizing the acquisition of existing properties and supporting the construction of affordable housing [7] - The construction materials sector, particularly consumer building materials, is anticipated to benefit from the recovery in new and second-hand housing transactions, as well as ongoing urban renewal policies [7] - The cultural and entertainment sectors are expected to thrive due to rising domestic demand for experiential consumption, supported by advancements in technology such as AI and virtual reality [4][7]

文 / 袁一音 4 月 9 日，广告行业迎来重磅收购，在竞争多年之后，梯媒赛道霸主分众传媒斥资 83 亿元收购梯媒另一头部玩家新潮传媒，创下 中国户 外媒体并购案史上 数额之最。 电梯的优势 近些年，许多爆款品牌和营销语，如儿歌轰炸的妙可蓝多、霸屏的简醇零蔗糖酸奶，登顶童鞋品类的泰兰尼斯，都借助了电梯场景这个超 级加速器，成为经典案例。 走进任何一座写字楼的电梯，白领们都会放下手机，抬头凝视这些广告。这不是偶然，而是现代人对抗信息焦虑的一种本能选择。 凯度的研究揭示了一个反直觉的真相：在号称万物互联的时代，电梯这个物理空间竟实现了 79% 的触达率，比精心设计的互联网广告高出 数倍。这并非算法推演的虚拟覆盖，而是 5 亿都市人群每日必经的真实轨迹交汇。 整个广告界陷入哗然 —— 83 亿，几乎可以把中国的公交车广告、候车亭广告、机场广告、地铁广告、高铁广告五大户外广告龙头全部收 购，为何分众却只买了一个同赛道的新潮？ 实际上，这场收购，不仅意味着线下流量版图重构，更揭示了广告行业的底层逻辑裂变 ——在互联网平台陷入"精准内卷"时，梯媒的"饱 和攻击 + 社会共识"正在成为品牌跳出流量竞争的关键。 今天，我们就 ...

Core Insights - The report indicates that the Chinese advertising market is entering a critical period of structural reshaping, with advertisers adopting various strategies to cope with challenges in a complex environment [1][3] Group 1: Economic Situation and Business Strategies - Advertisers rated the overall domestic economic situation, industry development prospects, and company operating conditions at 7.8, 6.9, and 6.2 respectively [1] - The main annual challenge for advertisers is "stabilizing operations and increasing profits," with expected proportions of advertisers adopting contraction, stabilization, and expansion strategies in 2025 being 8.8%, 58.8%, and 29.9% respectively [1] - Expectations for operating profit changes in 2025 show 26.4% anticipate an increase, 45.0% expect it to remain stable, and 25.0% foresee a decrease [1] Group 2: Marketing Budget and Strategy Adjustments - Marketing budgets are becoming more cautious and conservative, with cost reduction and efficiency enhancement being key focuses [1] - Key areas of adjustment for advertisers include continuous brand building (53.9%) and product differentiation (49.5%) [1][2] - A trend of breaking the boundary between brand and performance advertising is emerging, with 57.8% of advertisers expecting to allocate more budget towards brand-focused initiatives in 2025 [1][2] Group 3: Market Expansion Strategies - Different industries show varying investment proportions in domestic markets, with advertisers leveraging differentiated products and deepening incremental channels to stimulate consumer demand [2] - In overseas markets, 68.6% of advertisers report that their marketing efforts meet or exceed expectations, although they face challenges such as regulatory restrictions and intense competition [2] - Strategies to overcome these challenges include localizing products and selecting experienced partners [2][29] Group 4: Media Selection and Content Flow - Advertisers are increasingly recognizing the core value of media in a more "tagged" manner, focusing on the alignment between media and their own needs [2] - In 2025, 31% of advertisers expect to increase investment in AI conversational search [2] - The importance of content and traffic linkage is growing, with "content is king" being validated, particularly in self-media collaborations and self-promotion of products/services [2] Group 5: AI Empowerment in Marketing Transformation - AI is driving comprehensive changes in the marketing landscape, affecting foundational technologies, consumer insights, and marketing processes [2] - Advertisers are actively responding to the urgency of AI empowerment by building technological foundations and shifting strategic focuses [2]

长按即可参与 七巨头如今已不再那么辉煌。但这正是谷歌 （ NASDAQ： GOOG ）未来潜力更大的原因。 谷歌将于本周四盘后 公布 2025年第一季度财报 ，分析师预计其营收为892亿美元，同比增长11%，净利润为247.1亿美元，即每 股2.01美元，高于去年同期的236.6亿美元或每股1.89美元。在公布财报之前，分析师将谷歌的评级上调至强力买入，因为投资者 会意识到，在这场关税风暴中有一个安全的避风港，那就是谷歌。 根据数据，PEG 比率也看起来很有吸引力，目前为 1.13，而行业中值为 1.16，5 年平均值为 1.45。 分析师对该股的长期走势持乐观态度，主要是因为其搜索引擎和不断增长的云业务，但最重要的是 YouTube，这主要得益于 YouTube Shorts 日益增长的参与度。与 TikTok 和 Meta等竞争对手相比，这种参与度应该会转化为更高的短视频市场份额。这两 家公司都更有能力从 Pinterest和 Snapchat 等竞争对手那里抢占数字广告需求。 在6月底谷歌 股价为每股194美元，此后股价已下跌逾20%，目前股价为每股150美元，表现逊于同期下跌12%的标准普尔500指 ...

Investment Rating - The report maintains a "Positive" investment rating for the industry [11] Core Insights - The programmatic advertising market has reached a scale of hundreds of billions of dollars, driven by "data + algorithms" which enhance advertising effectiveness. Major domestic internet companies are increasing investments in AI to achieve higher ROI [4][7] - Applovin has established itself as a leader in the programmatic advertising space by building a comprehensive industry chain and leveraging AI technologies to optimize ad placements and revenue generation [8][9] Summary by Sections Programmatic Advertising Market - The programmatic advertising market is valued at hundreds of billions of dollars, offering precise targeting capabilities compared to traditional advertising methods. The market is expected to grow significantly, with global programmatic ad spending projected to reach $724.84 billion by 2026 [7][35] - The core players in the programmatic advertising ecosystem include advertisers, advertising platforms, and media, with platforms like SSP, DSP, and ADX facilitating optimal ad placements [7][22] Applovin's Rise - Applovin has spent six years (2017-2022) establishing a full industry chain in programmatic advertising, acquiring platforms and games to enhance its data and algorithm capabilities. The company has successfully adapted to changes in privacy policies, allowing it to maintain a competitive edge [8][51] - The company has achieved a market share of 28% in the mobile in-game advertising sector, leading over competitors like Google AdMob and Unity [46] Financial Performance - Applovin's revenue and profit have shown significant growth, with revenues increasing from $2.817 billion in 2022 to $4.709 billion in 2024, representing a year-over-year growth of 43.4%. Net profits have also improved from a loss of $193 million in 2022 to a profit of $158 million in 2024 [80][81] - The software platform business has become the main revenue driver, with its share increasing to 73% of total revenue by Q4 2024, reflecting a shift in company strategy [92] AI and Advertising - AI is expected to enhance advertising ROI by improving core models such as CTR and CVR. Applovin's AXON 2.0 recommendation engine exemplifies the integration of AI in optimizing ad placements [9][70] - The report highlights the importance of data in driving advertising effectiveness, with a focus on the need for comprehensive data sources to refine algorithms and improve ad targeting [31][77]

Summary of Conference Call Industry Overview - The discussion primarily revolves around the **AI technology** sector, particularly focusing on **AI video models** and **multimodal search capabilities**. The recent advancements in AI applications have catalyzed movements in the primary market financing, with notable reactions observed in the **A-share media** and **Hang Seng Technology Index** since the second week of March [1] Core Insights and Arguments - The AI sector is advancing in two main directions: 1. **Tool Development**: Emphasis on refining AI multimodal applications, with recent reports highlighting the impact of open-source AI video generation models and the launch of Tencent's membership model on March 6 [2] 2. **Application Exploration**: Focus on innovative applications, including AI companionship and interaction, with products like **EVE** and AI toys being highlighted for their technological responsiveness and user engagement [3][4] - The **AI interaction** segment is evolving through platforms that allow users to create virtual personas and engage with AI characters, enhancing storytelling and user experience [5] - In the **advertising sector**, there is a cautious recovery observed, with some industries showing signs of improvement. Notably, sectors like **3C digital** are recovering, and e-commerce giants like **Alibaba** and **JD.com** are expected to influence advertising spending positively [6][7] - The **AI hardware** market is also gaining traction, with brands like **iFlytek** and **Bubugao** emerging as key players, indicating a growing demand for AI-related products [8] - The overall cost structure in the advertising space remains stable, with a quarterly operating cost around **11 million**. This stability is expected to support profit growth alongside revenue increases [9] Additional Important Content - The **film industry** is experiencing a rebound, particularly in ticket sales across different city tiers, with major players like **Wanda** and **Cinemas** holding significant market shares [10][11] - The **long video platform** performance in February showed a decline in MAU for three major platforms, with **iQIYI** leading in effective play share at **33.9%**. The increase in **Youku's** share by **2.4 percentage points** indicates a positive trend for the platform [12][13] - Upcoming film releases and the performance of key series and variety shows are anticipated to drive engagement and viewership in the coming months, with several major productions awaiting release [14]

Group 1 - The core point of the article is the significant acquisition move in the advertising industry, where Focus Media plans to acquire 100% of New Trend Media, potentially reshaping the market landscape [1][4] - Focus Media and New Trend Media both operate in the elevator media sector, with Focus Media having a comprehensive coverage while New Trend Media focuses on outdoor video advertising [2][5] - The estimated valuation for New Trend Media is 8.3 billion yuan, which is significantly lower than its claimed valuation of 2 billion USD [2][4] Group 2 - If the acquisition is successful, Focus Media will become a dominant player in the elevator media sector, enhancing its competitive edge [3][14] - The acquisition is expected to improve the density and structure of Focus Media's media resources, expanding its offline brand marketing network [5][14] - The acquisition price reflects a premium of approximately 142.51% over New Trend Media's unaudited net assets of 3.423 billion yuan [5][13] Group 3 - New Trend Media has not yet achieved profitability, with reported revenues of 1.94 billion yuan, 1.93 billion yuan, and 1.497 billion yuan from 2022 to the first nine months of 2024, alongside continuous losses [13][14] - Focus Media has demonstrated strong profitability, with net profits of 4.004 billion yuan, 6.063 billion yuan, 2.790 billion yuan, and 4.827 billion yuan from 2020 to 2023, and a net profit of 3.968 billion yuan in the first three quarters of 2024 [14] - The acquisition is seen as a win-win situation, allowing Focus Media to consolidate its position, providing a good exit opportunity for investors, and giving New Trend Media a stable future [14]