In recent years, with the steady development of national macro-economy and the rapid development of emerging media such as mobile communication, Internet and social media, the advertising industry has entered a period of vigorous development.

1. The advertising business in 219 reached 867.428 billion yuan

According to the data of the State Administration of Markets, the advertising business in China reached 867.428 billion yuan in 219, an increase of 8.5% compared with 218, and the per capita advertising consumption was 61.957 billion yuan. Overall, in 219, the domestic advertising industry was affected by the macro-economy, and the advertising market was in a continuous adjustment. Compared with 218, the growth rate declined, but the overall growth trend showed.

Second, the traditional advertising market has fallen back, and Internet advertising has risen rapidly

From the perspective of the turnover of the advertising market segment in 219, due to the impact of Internet media such as online video, short video and online music, the market share of traditional advertising represented by TV media and radio stations has continued to compress, and Internet advertising has risen rapidly. In 219, the turnover of TV, radio, newspaper, periodical and Internet advertisements in China was 134.1 billion yuan, 12.882 billion yuan, 37.352 billion yuan, 6.758 billion yuan and 436.7 billion yuan respectively, accounting for 15.46%, 4.31%, 1.49%, .78% and 5% of the advertising market share respectively.

Third, the e-commerce advertising market occupies the top spot in Internet advertising

From the perspective of the composition of Internet advertising, the business volume of e-commerce advertising continues to rank first, accounting for 36% in 219; Followed by search and video advertising, accounting for 15% and 13% of the total Internet advertising respectively. In recent years, with the emergence of new marketing forms, especially the development of marketing methods such as "Red Man with Goods", it has further promoted the innovation of advertising forms and promoted the continuous differentiation of emerging channels.

Fourth, the comprehensive integration of various advertising forms has become a trend

In recent years, with the in-depth application of computer technology, network technology and multimedia technology, emerging media forms such as the Internet, mobile Internet and outdoor electronic media have been constantly spawned. The new media advertisements represented by Internet advertisements have achieved rapid growth and their market position has been improving day by day, which has become the main force driving the growth of the whole industry. The new technology will use the integration of TV media, print media and Internet media to achieve "cross-screen linkage", which will make the advertising industry more intensive, and the comprehensive integration of various advertising expressions will become a trend.

—— The above data comes from the Analysis Report on Market Foresight and Investment Strategic Planning of China Advertising Industry by Forward-looking Industry Research Institute.