QuestMobile 2022 China Internet Advertising Market Insights
First, under the uncertainty of the market environment, the investment of marketing resources is more concentrated, and the demand for sales conversion is further enhanced
1. Market consumption is weak in 2022, and technology drives the development of the advertising market
1.1 The advertising market environment in 2022 is mainly affected by economic factors, and technological factors are driving industry changes
1.2 In 2022, online consumption will further grow, and online consumption scenarios will become the foundation of the closed loop of digital marketing, which will be more closely integrated with marketing information flow
1.3 The conversion requirements of marketing without consumption growth are further improved, and advertising and marketing are facing the requirements of breakthrough and change
2. The advertising capacity has further increased, mainly for the competition for user stickiness
2.1 The Internet advertising traffic base continues to expand, and user stickiness has increased significantly
2.2 The distribution pattern of media traffic is relatively stable, and the advertising revenue and advertising capacity of mobile video media have maintained double growth
2.3 In addition to video media, the advertising capacity of social media has also increased significantly, which is conducive to the increase of media advertising revenue
3. The overall growth of the advertising market will be suspended in 2022, and growth may restart in 2023
3.1 In 2022, the advertising market will not grow for the first time, and at the same time, the reform of the advertising market is underway, advertisers are tilted towards newer advertising forms/products, and the existing model is declining
3.2 The mobile terminal continues to maintain the position of the main screen, and interactive scenarios such as online and offline integration increase the application scenarios of smart device advertising
3.3 Digital Marketing Industry Chain Map in 2022
Second, the drainage mode has broken through, the advantages of dominant media are more prominent, and the latecomers are closely chasing
1. A new competitive pattern is taking shape in the Internet advertising market segment
1.1 Compared with the intensification of competition in 2021, a new pattern is taking shape
1.2 The giant's media advantage is significant, stabilizing the existing track while expanding to other tracks
2. E-commerce advertising has maintained growth, and new advertising platforms have grown rapidly
2.1 The growth of e-commerce platform and live e-commerce advertising has ensured the stable development of the Internet advertising market, and media advertising has shown a downward trend
2.2 Advertisers' choice of advertising form is more closely integrated with their own sales channels
2.3 Giant media layout and expansion of traffic ecology and ADX platform to drive growth; The brand's need to accurately reach and improve advertising efficiency has also further promoted the development of the market
2.4 The head platform creates a new delivery matrix, and the closed-loop effect attracts rapid influx of traffic
On-site conversion exports improve the efficiency of e-commerce marketing scenarios, the content heating platform significantly improves push efficiency/interaction, and the local life delivery volume grows rapidly.
Third, the transformation requirements are more urgent, and the marketing method is changing
1. Multi-touch integrated communication, single-channel centralized selection of resources to invest 1.1 Brands increase the probability and frequency of reaching users by combining application marketing methods and enriching user reach
More than 80% of brands adopt no less than 5 marketing methods, and hard coverage is still the standard for brand exposure.
1.2 The market prospect is gradually clear, and the marketing investment is steadily rising
1.3 The brand maintains the marketing method of joint drainage with channels, and the joint resources are tilted towards channels closer to the circle of life
1.4 The head platform vigorously promotes advertising products based on intelligent technology, and technology-oriented product capabilities deepen service automation and digitalization, and promote the overall efficiency of marketing
2. Typical industries rely on advertising to seek differentiated marketing innovation
2.1 The industry delivery is clearly differentiated, the competitive advantage of the head industry is greater, and the advertising efficiency is higher; The mid-waist industry is highly competitive, and more marketing initiatives are gained through marketing actions and advertising
2.2 Marketing Features of the Beauty Industry in 2022:
I.. The number of TOP media advertising in beauty advertisers has further increased, and the beauty industry has become more concentrated
II.. The beauty industry continues to promote the explosive product marketing model, and concentrate resources to promote sales conversion
III. Live streaming has become a regular sales and promotion channel, and in 2022, the self-operated self-broadcast room model will become the standard for beauty brands
2.3 Marketing characteristics of online shopping industry in 2022:
I.. E-commerce platforms seek more traffic explosions outside the double promotion to create platform value space
II.. Marketing node differentiation and diversification of marketing methods promote the platform to increase brand exposure and exposure
III. E-commerce maintains the use of differentiated products to improve the drainage effect, but the marketing layout of key nodes tends to be consistent
Overall, the three major e-commerce companies basically show the common marketing characteristics of 618 heavy food and beverage and double 11 heavy household appliances.
2.4 2022 Automotive Industry Marketing Features:
I.. Automotive brands are proficient in applying hot marketing to create hot topics, enrich brand tonality, and capture users' minds
II.. Media and exposure have become the core of advertising, and marketing has returned to tradition
III.. Advertising copy frequently uses price information such as financial solutions to stimulate purchases and increase conversions
2.5 Marketing characteristics of mobile communication industry in 2022:
I. The annual peak of smartphone launch is concentrated before and after the traditional promotion, and the market only briefly resumed growth in 618, in order to get rid of the sluggish sales period, the brand continued to hedge in the second half of the year
II.. The world's top events are distributed at the beginning and end of the year, and the exposure brought by the top sponsorship rights has global coverage, and the brand uses the marketing hotspots of the sports year to exert global exposure
III. As users switch into a rational cycle, smartphone brand marketing strengthens exposure and enhances brand influence
IV. In order to increase on-site drainage and improve conversion efficiency, the cooperation between brands and live streaming e-commerce has deepened
2.6 Marketing characteristics of household appliance industry in 2022:
I. The marketing of the home appliance industry continued to migrate online, and the launch of all segments of the industry maintained growth
II.. Affected by special factors, the offline channels of home lines began to migrate online synchronously in the second half of the year
There are many uncertainties in the offline market, and the traditional offline channels of the home appliance industry have begun to migrate online in the marketing process, and the scale of social e-commerce users in the shopping category has fluctuated.
III. Driven by the consumption incentive policy, the promotion nodes of the home appliance industry have increased, and personal care small household appliances have taken into account the education market and brand building, maintaining a normalized high level of investment
IV. The new brand of personal care small household appliances concentrates its resources in a single category, and the old brand expands its product line to join the battle, and the dominant position of the head brand in the marketing competition pattern is weakened
2.7 2022 Beverage Industry Marketing Features:
I.. The beverage industry is active in marketing, marketing activities + advertising are continuous, and traffic conversion is carried out with promotion nodes and marketing hot spots
II.. Prominent joint marketing actions, mostly co-branded brands and IP, promote the marketing of new products, and create hot topics
III.. Beverages and dairy products are mainly video patches, and long video media is preferred, and film and television dramas and variety shows are the main investment cooperation considerations
Fourth, the economy is good, marketing is good, but competition is intensifying, and growth is more difficult
1. Trend 1: Product marketing, explosive competition is intense: products come with marketing attributes, marketing resources are concentrated on explosive/new products, and channel optimization is continuously carried out according to the product life cycle
2. The marketing model has changed to the matrix of "large items + series products", and the competition for explosive products is intense
Taking the beauty industry as an example, based on the horizontal derivative product matrix of core ingredients, the ceiling of a single product is opened.
3. Trend 2: Advertising sales, exposure value focus: exposure and content focus on delivery efficiency, concentrated traffic not only brings higher exposure opportunities, but also brings higher conversion rate and more accurate crowd targeting
4. Hard and wide investment focuses on high cost performance, exposure and click conversion, while soft wide pays more attention to interactive conversion; Taking the home appliance industry as an example, the comprehensive efficiency of short video platforms is higher and attracts advertisers to concentrate
5. Trend 3: Channel diversion, online and offline co-diversion: online and offline consumption integration development, marketing focuses on channel drainage to form brand equity, shorten the repurchase marketing process, and maximize marketing efficiency
In addition to e-commerce channels, brands work with a wide range of offline channels to attract traffic.
At the same time, brands use third-party traffic marketing to combine with their own channels to form a superposition effect.
6. Trend 4: Content IP, symbol value continues to be prominent: superimpose traffic based on commodity value + symbol value, and combine marketing to precipitate value to the brand
7. Trend 5: Media closed-loop, brand autonomy further strengthened: technology-based advertising products open up the traffic chain through demand/scenario integration and adaptation
Relying on the richness of content and high visibility of traffic, the giant opens up on-site conversion channels and builds intelligent delivery platforms, directly digests traffic on the site, increases the operable links in advertisers' placement, reduces cross-platform losses, and rapidly increases the proportion of on-site conversion contributions.
8. Advertisers increase investment in closed-loop solutions, and technology-based advertising products will maintain growth