Investment Rating - The industry investment rating is maintained as "Increase" [6] Core Insights - Outdoor advertising is projected to grow by 7.2% in 2025, benefiting the industry chain. Digital outdoor advertising is expected to account for 42% of total outdoor advertising spending [12][27] - The "Zheli Micro Light · Micro Short Drama +" creation plan has been launched in Zhejiang, 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 be available to all users soon [14][28] Summary by Sections 1. Core Insights and Investment Recommendations - The report highlights the expected 7.2% growth in outdoor advertising for 2025, with digital outdoor advertising taking a significant share [12][27] - The launch of the "Zheli Micro Light · Micro Short Drama +" initiative in Zhejiang aims to enhance the quality and application of micro short dramas [13][27] - The report recommends focusing on advertising marketing, micro short dramas, and gaming sectors for investment opportunities [15] 2. Market Review - The A-share Shenwan 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 sub-sectors, television broadcasting and film industry showed the highest gains, with increases of 4.26% and 4.19% respectively [19][22] 3. Industry News - The report notes the anticipated 7.2% growth in outdoor advertising for 2025, with digital outdoor advertising expected to dominate [27] - The "Zheli Micro Light · Micro Short Drama +" initiative aims to produce 100 micro short dramas, integrating them with various sectors to create new business models [13][27] - Giant Network's new gameplay for "Space Kill" enhances user interaction through AI-driven features [14][28] 4. Company Dynamics - Jin Yi Film's box office revenue for January-February reached 432 million yuan, a 57.11% year-on-year increase, driven by the success of the film "Nezha: The Devil's Child" [29] - Xinhua Du is utilizing Alibaba's integrated smart marketing platform to optimize marketing efficiency [29] 5. Company Announcements - Key announcements include performance reports from various companies, indicating fluctuations in revenue and profit margins [31]

Investment Rating - The report does not explicitly provide an investment rating for the AI marketing industry Core Insights - The AI marketing industry is experiencing a transformative phase driven by advancements in AI technologies, leading to significant improvements in marketing efficiency and effectiveness [6][11][34] - The market is expected to grow rapidly, with projections indicating that the AI advertising marketing revenue could exceed 100 billion yuan by 2030 [35][39] Summary by Sections 01 New Cognition: Background of AI Marketing Development - AI marketing leverages cutting-edge technologies such as big data, generative AI, and cloud computing to enhance production efficiency and create new consumer interaction experiences [6][11] - The industry is transitioning into a personalized marketing era, characterized by the creation of dedicated marketing models and diverse advertising content generated by AI [11][12] 02 New Revolution: New Blueprint for AI Marketing Industry Model - AI technology is reshaping the marketing landscape by integrating data, content, channels, and operations, leading to a comprehensive transformation across the marketing process [48] - The report highlights the importance of combining general models with specialized models to meet the diverse needs of the marketing sector [26][30] 03 New Practice: Innovative Applications in AI Marketing - Innovative applications such as predictive marketing, AI short drama marketing, and AI experience marketing are emerging, enhancing consumer engagement and brand connection [70][76] - AI-driven marketing strategies are shifting from passive responses to proactive predictions, allowing businesses to anticipate consumer behavior and market trends [72][74] 04 New Paradigm: Analysis of Benchmark Cases - The report features a case study on Minglue Technology, which has developed an AI-driven content marketing tool that enhances content production and operational efficiency [84]

证券研究报告|行业专题报告 2025 年 02 月 17 日 传媒 事件：公募基金 24Q4 持仓披露完毕，传媒行业维持低配，细分板块及个股 表现有所分化。 24Q4 传媒行业维持低配，低配比例略有提升。24Q4 传媒行业重仓市值占 比为 0.81%，环比下降 0.1pct；传媒行业总市值/全 A 总市值为 1.54%，环 比下降 0.02pct。传媒行业整体维持低配，低配比例为 0.73%，环比上升 0.08pct。整体来看，传媒低配比例环比有所提升，持仓仍处低位，向后展 望，我们认为传媒行业有望受益于国内大模型性能的提升以及 API 服务定价 的下降有望加速国内 AI 应用落地，并逐步兑现业绩，此外伴随微信小店、 谷子经济等热点话题催动以及市场风险偏好提升，我们认为传媒行业配置有 望逐步企稳回升。 板块表现有所分化，游戏板块偏好度提升，影视院线板块偏好度持续回落。 分板块来看，游戏板块由超配下降至平配，广告营销、影视院线低配比例有 所扩大，数字媒体、出版及电视广播板块低配比例有所收窄： （1）24Q4 游戏板块超配比例为 0.11%，环比提升 0.07pct。板块整体偏好 度有所下降，24Q4 重仓市值为 ...

Investment Rating - The industry investment rating is maintained as "Increase" [6] Core Insights - The advertising market is showing a strong rebound, benefiting companies like AppLovin and Meta, with expectations for continued growth in the online advertising sector driven by political cycles and holiday seasons [11][25] - The animated film "Nezha: Birth of the Demon Child" has surpassed 10 billion RMB (approximately 1.355 billion USD) in total box office, marking a significant achievement for the Chinese film industry and cultural soft power [11][25] - Hangzhou is planning to implement a global digital trade port core area construction plan, which aims to enhance the management of online games and increase the number of game licenses [12][26] Market Review - The A-share Shenwan Media Index rose by 9.54% from February 10 to February 14, outperforming the CSI 300 Index by 8.35 percentage points and the ChiNext Index by 6.96 percentage points [14][19] - Among the seven sub-sectors of the Shenwan Media Index, the film and television sector saw the highest increase at 35.78%, followed by the gaming sector at 6.9% [17][18] Investment Recommendations - The report recommends focusing on advertising marketing companies such as Focus Media and Easy Point Tianxia [13] - For the film and television sector, companies like Light Media, Maoyan Entertainment, Bona Film Group, and Wanda Film are highlighted [13] - In the gaming sector, companies such as Kingnet Network, 37 Interactive Entertainment, and G-bits are suggested for attention [13]