内容概要：目前，我国短视频行业收入主要来源于广告收入、电商佣金、直播分成和游戏等。广告收入 分为来自信息流广告的收入、来自开屏广告的收入和来自自助化商业开放平台的收入，是短视频行业收 入增长的重要引擎。近年来，我国短视频广告行业市场规模持续增长，2024年中国短视频广告行业市场 规模达到2100亿元，同比上涨16.7%。这一增长趋势主要得益于短视频用户规模的增长，庞大的用户基 数直接扩大了开屏广告的曝光价值和信息流广告的触达范围，成为广告收入增长的核心前提。此外， VR/AR 广告、虚实融合广告等新型形态快速发展，不仅丰富了广告产品矩阵，更提升了广告溢价能 力，进一步拉动收入增长。 相关上市企业：快手-W（01024） 、腾讯控股（00700）、百度集团-SW（09888）、哔哩哔哩-W （09626）、阿里巴巴-W （09988）、微博-SW（09898）、网易-S（09999）、视觉中国（000681） 等。 相关企业：北京海唐新媒文化科技股份有限公司、北京央广时代文化传播有限公司、北京中企无忧互联 信息技术有限公司等。 关键词：短视频行业市场规模、短视频广告行业市场规模、短视频广告行业竞争格局、短视频广 ...

Core Insights - The advertising industry plays a crucial role in connecting production and consumption, enhancing market circulation, and delivering both economic and social value in the digital age [1] - Advertising investment drives sales growth for brands at various stages, including new product launches and brand transformations, while also serving as a key channel for consumers to understand products and brands [1][15] Industry Growth - The advertising industry has shown stable revenue growth, contributing directly to domestic GDP, supported by a robust macroeconomic environment and the digital transformation of traditional media [2] - Internet advertising has become a core pillar of the industry, with its revenue share increasing from 52.6% in 2020 to 86.5% as of now, indicating a significant shift towards digital platforms [5] Changing Consumer Behavior - User habits are shifting towards online media, with over 85% of users engaging with instant messaging, online video, and short video applications [7] - The short video advertising market has been expanding, reflecting the changing preferences of consumers towards more interactive and engaging content [7] Digital Marketing Penetration - The digital economy is steadily expanding, with companies entering a phase of rapid digital marketing penetration, driven by technological advancements that enhance consumer experiences [9] - The advertising landscape has transitioned from mobile internet to an all-encompassing intelligent era, where AI technology plays a pivotal role in improving marketing efficiency [11] Advertising Value - Advertising serves as a critical mechanism for converting products and brands into consumer choices, enhancing brand recognition and driving sales growth [15] - Consumers increasingly rely on advertising to learn about new products and trends, which in turn boosts their engagement and trust in brands [17] Social Impact - The advertising industry is contributing to job creation and the demand for skilled talent, particularly as it shifts towards more intelligent and precise marketing strategies [19] - Advertising is also playing a significant role in rural revitalization and the development of industrial belts, helping small businesses overcome geographical limitations [21] Advertising Strategies - Companies tailor their advertising strategies based on different marketing goals, such as addressing consumer concerns during new product launches or responding to perceptions during brand transformations [31] - The relationship between advertising investment and revenue is strong across various industries, with significant revenue increments observed in sectors like automotive and home appliances [27] Future Trends - The focus of marketing strategies is shifting towards precision marketing, cost reduction, and AI-driven marketing solutions [55] - Consumers are increasingly influenced by advertising, with 75.4% reporting increased spending after viewing ads, highlighting the effectiveness of advertising in driving consumer behavior [80]