Luantan China advertising market in the next five years

After taking the topic of the Shanghai advertising media, I tried to look forward to the development of China's advertising market in the next five years, from 10 angles: The biggest opportunities, the biggest challenges, the internet, mobile Internet, TV, outdoor, paper media, broadcasting, integration, talent. You are welcome to discuss the bricks.

One: Maximum opportunity

Two keywords: urbanization and digitization. In 2011, China's urbanization rate was first over 50%, and the current political and economics consensus urbanization is one of the biggest driving forces for China's next development. In September, the NDRC approved 25 Metro projects, with outdoor ads bullish, to 2015 of China's iOS and Android phones doubling from 200 million, and Internet users rising hundreds of millions of from 538 million. The gold mine is here.

Second: the biggest challenge

Same two key words: System and talent. In the system, the key forces in the media, operators and radio and television can break through the system limit to a certain extent, and the development of the market economy will directly determine the prosperity of Chinese media and advertising industry. The fast-developing mobile internet is like a razor that is about to break the last layer of window paper that fuses three nets. A flexible system will also unleash the greatest potential of talent.

Third: the Internet

1 from the 07 before the portal monopoly to vertical rise and fragmentation, the Internet has entered the integration, Youku potatoes and Australian letter is the best example, small and medium Web site worrying 2) Internet advertising farewell CPD, into the audience to buy the era. Media procurement based on large data and RTB/DSP has become the mainstream. More entrepreneurial opportunities, more professional digital advertising, advertising companies and the media on the acquisition of technical team

Four: Mobile Internet

From the start, the value of mobile advertising has been questioned and swayed by boost, but it has not hindered mobile advertising in China this year to achieve 200 million U.S. dollar share, and next year to reach 3.4 billion U.S. dollars. The trend of mass migration of users and traffic to mobile is irreversible, and the advertising budget always follows the audience. What is missing is a sophisticated measurement system similar to GRP, mobile advertising will be the next five years the biggest bright spot.

V: TV

Television will not decline, at least not so fast. Even in the United States, television is still the largest advertising medium because of the high and relatively inexpensive arrival rates. But the TV will change: 1 program-driven rather than period-driven. The good voices will become the eco-chain, and the television stations on the same footing, access to prime time and high ratings, attract excess advertising budget 2) more and more interactive, around the popular program of social may rise

VI: Outdoors

The biggest outdoor opportunities for the next few years will come from urbanisation, especially in the two or three-line cities, as well as the new airports. To sting the economy, the NDRC in September raided 25 urban rail disjoint with more than 82 new airports under construction. The biggest challenge is the mobile internet, where today's consumers are holding their phones while waiting for elevators and subways to look at the LCD screen and the big cards.

Seven: Paper Media

As I said in the paper "How to transform the mobile internet", the biggest opportunities and challenges for the next few years are mobile internet. The PC-era gold rush has been lost, China has almost no media sites can make a fortune, instead of a number of portal sites, but the media in the era of mobile clients absolutely promising. Unfortunately, there are no more than 10 media that are truly aware.

Eight: Radio

While broadcasting accounts for 11% of America's overall advertising budget and only 3% in China, Credit Suisse expects Chinese radio advertising to remain at 10% per cent over the next two years. The biggest attraction of broadcasting is apparently the car, with 40 cars per thousand in China in 2010 and more than 660 in the United States. Nissan CEO Mr Ghosn predicts that China's auto market will keep 1991–2002 growth in the future, and that the broadcasting market is growing at a similar pace. 10%, yes.

IX: Integration

The traditional advertising program and budget allocation, basically in the media independently, such as the same advertisers in the television and digital advertising links between the small, at most with the same material. But with the digital media, especially the rapid development of mobile Internet, integration is the biggest trend. Printing two-dimensional code on the paper, scanning the video or website, TV/outdoor and mobile ar interaction, and so on, great opportunities will emerge.

Ten: Talent

Excellent advertising talent, especially the Cross-border digital marketing talent is extremely scarce, and these talents are the future of Chinese advertising hope. As I said in the "digital marketing era, what is the hottest talent" in the article, today's advertising talent structure and demand has changed greatly, with the rapid growth of the advertising market and the promotion of talent, more and more cattle are engaged in advertising. Great fortune also.