2016年广告主营销趋势:渗透、精准、数字化

• 作 者: CTR
• 出 处: 新营销
• 发表日期: 2016年06期
• 关键词: 营销趋势 媒介选择 经济晴雨表 营销形式 媒介环境 数据显示 媒介形式 快消品 营销预算 精准营销

2015年中国GDP增速仅为6.9%,创25年来最低,经济着陆的态势已然显现。而广告作为经济晴雨表更是交了一份颇为难看的答卷。根据CTR的广告数据显示,2015年中国广告市场下降2.9%,其中,传统广告市场更是下降了7.2%。一方面显示了广告主由于经济形势不明朗而更为谨慎,另一方面我们也看到,新媒体在市场推动以及一些传统行业投放进入的影响下,保持了稳定的增速,也显示了广告主对于媒介选择上的新变化。

In 2015, China’s GDP growth rate was only 6.9%, the lowest in 25 years and the trend of economic landings has already appeared. The advertising as a barometer of the economy is to pay a rather ugly answer sheet. According to CTR’s ad data, the Chinese advertising market dropped 2.9% in 2015, of which the traditional advertising market dropped by 7.2%. On the one hand, it shows that advertisers are more cautious because of the uncertain economic situation. On the other hand, we also see that the new media has maintained a steady growth under the influence of the market promotion and the introduction of some traditional industries. It also shows that advertisements The Lord’s New Changes in Media Choice.