Heading for the Industry Trend and
Technologyoriented InnovationIn 2019, the national economy was stable on the whole, and consumer demand continued to drive economic growth, while the advertising industry continued to play an important role as a booster of consumption and consumer demand... The longawaited China Advertising Market Report 2019 has been presented to readers, offering a panoramic view of the overall landscape of the Chinese advertising industry based on authoritative data and trend analysis.
The year 2019 marked the 40th anniversary of the recovery of Chinas advertising industry. In the past 40 years, the Chinese advertising industry has experienced from quantitative changes to qualitative changes in terms of its overall scale, practitioners, media form, technological progress, value impact and so on. China has become the second largest advertising market in the world, with the total advertising revenue exceeding 800 billion yuan, among which Internet advertising accounted for more than 70%. With the rapid development of digital technology, Chinas advertising industry has been in a leading position in the global trend of digital advertising transformation.
In 2019, the policy environment of Chinas advertising industry continued to be optimized. The State Council promulgated Regulations on Optimizing Doing Business Environment and issued a series of policies to reduce the tax burden for the majority of market entities. After the outbreak of COVID19 in the spring of 2020, China Advertising Association took the initiative to play the role of a bridge as an industry organization. With the support of higher authorities, China Advertising Association continued to report to the State Council, on behalf of the whole industry, the demand for the cancellation of 3% of the cultural construction fee for the advertising industry. The leadership of the State Council attached great importance to it and made instructions. On May 14, 2020, the Ministry of Finance issued a statement, deciding to exempt the construction fee for cultural undertakings in 2020. The decision was another major positive for the industry, following the policy of halving the levy on cultural construction fees in 2019.
The theme of Chinese advertising in 2019 was digitalization. Advertisers had a more profound understanding and more skilled application of digital marketing, and their digital service transformation was accelerating. All kinds of advertising media launched strategic layout of digitalization, with short videos and live streaming Ecommerce getting more popular. The characteristics of digital marketing communication included (1) the rapid adjustment of the industry structure and the continuously expanding scale of digital marketing; (2) burgeoning short videos and live commerce, making the ecosystem of digital marketing richer and more diverse; (3) accelerated technical iteration and optimization as well as more digital marketing platforms with constant integration and upgrading.
Since 2015, China Advertising Association has annually released the previous years advertising market report. China Advertising Market Report 2019 is the fifth book of this series. It is authoritative, globaloriented and forwardlooking, continuing the consistent style and characteristics of high position, big picture, and comprehensive and accurate data sources. The ancients said: look at a leopard through a tube, and a falling leaf heralds autumn. Reading China Advertising Market Report 2019 did feel like this, because the report built a hologram of the 2019 Chinese advertising market through sets of precise data and trend analysis. This report made an overall assessment of the development environment, investment environment and regulatory environment of Chinas advertising market in 2019. It also provided a comprehensive analysis of trends in radio advertising, television advertising, newspaper advertising, outdoor advertising, Internet advertising, elevator advertising and other forms of advertising, and added the contents on technology trends in advertising and marketing. It can be said that this report is an authoritative document for a comprehensive understanding of the Chinese advertising market, and it can be a good reference for all kinds of advertisers, agencies and media. In this special period, this report can help you get an accurate picture of the industry from the data, understand the path of business upgrading and development, rationally predict the future development trend, seize the opportunities of digital economy, and turn the crises into opportunities and regain confidence.
The data collection and report writing were done during the COVID19 pandemic， which was not easy. The launch of the report was also delayed due to the epidemic and the postponement of the China Advertising forum. Please understand.
2019 marked the 40th anniversary of the contemporary advertising in China. It was also a year for reflection and summary. Chinas advertising industry faces many challenges due to various uncertainties. It is hoped that colleagues in the industry will stay true to their original aspiration, forge ahead, grasp the trend, continue to innovate, and make greater contributions to the development of Chinas advertising industry.
Zhang Guohua
President of China Advertising AssociationPreface ……Preface
Under the organization of China Advertising Association, the series of China advertising market reports is edited by Ms. Chen Yan, vice President of China Advertising Association and associate director of the Academic Committee of China Advertising Association. This series of reports has been published continuously for years since 2015. With rich and accurate data and forwardlooking analytical views, the reports have become an important tool for understanding the advertising market in China.
With the maturity of this series of reports in terms of content and preparation, as well as the demand of external communication in the industry, we decided to launch an English version of the report. China Advertising Market Report 2019 is the first English copy.
The successful publication of this report was attributed to several factors. First of all, the Chinese version constituted a solid foundation. As an expert in brand strategy and big data, Chen Yan strictly reviewed the contents. Chen Gang, Jin Dinghai, Gu Mingyi, Hu Bin, Liu Shuangzhou, Tan Beiping, Tan Chunhong, Xiao Mingchao, and Zeng Fang worked as expert consultants, in addition, CTR Market Research, iResearch, Miaozhen Systems, EntGroup, and Focus Media provided professional data analysis.
Second, it benefited from the excellence of the translation team, which was composed of faculty members from School of Journalism and Communication, Shanghai International Studies University. The translators, Sheng Yingyan (Foreword, Preface, Data Information, and Chapters 3, 4, 10, 11, and 12), Lu Xinyu (Chapters 9 and 13), Tang Renbin (Chapters 1 and 2), Zhu Ke (Chapters 5 and 6), and Ren Feiting (Chapters 7 and 8), carefully read and studied the original text, and revised and improved it to ensure that the translation was appropriate and accurate. Prof. Zhang Jian from Shanghai International Studies University and Tian Xiaoru from advertising industry also provided professional advices.
Experiencing 40 years of development, Chinas advertising market has become the worlds second largest. The global advertising industry needs to understand the situation of Chinas advertising industry, and Chinas advertising industry also needs to be closely connected with the global advertising industry. It is hoped that this report can become an important window for communication between these two parties.
As the first English version of this series of reports, the compilation of it has inevitably been flawed. We hope to continue to hear from our readers, whose comments are the driving force for us to better serve the healthy development of the industry.Data Information ……Data Information
Data Sources
The data and literature involved in this report were from National Bureau of Statistics, State Administration for Market Regulation, China Advertising Association, CCTV Market Research Co., LTD. (CTR), iResearch, Miaozhen Systems, EntGroup, Market Regulation Law Research Center of Central University of Finance and Economics, China Internet Network Information Center (CNNIC), etc.
Data Details
The advertising expenditure/revenue of CTR in various media, industries and brands involved in this report refers to the expenditure/revenue of advertising rate card, not the actual advertising expenditure/revenue of advertisers or media.
In this report, the data and forecast data of market size related to the Internet were based on publicly available data provided by iResearch. The relevant data provided by iResearch were from the public financial statements of enterprises, industry interviews and iResearchs estimation from statistical prediction model. iResearch also provided the advertising data including the market share of different types of Internet advertisers, the market share of advertisers using display advertising, and the media choice by advertisers in various industries, which were based on the daily monitoring data of display advertising of more than 200 mainstream online media brands in China (excluding text chain and part of targeting advertising), and the cost was estimated.
The related contents of Internet advertising traffic, digital marketing of advertisers, and content marketing in this report all came from Miaozhen Systems. ……
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