新冠疫情与人工智能加速变革:2020年中国广告市场年度观察

COVID-19 and AI Accelerate Reform:Annual Observation of China’s Advertising Market in 2020

疫情之下,2020年中国广告市场降至冰点,数字化加速渗透消费者生活,AI、大数据等进一步推动广告市场变革。广告主在营销投入上趋于保守,但部分行业逆势上扬;广告主在有限的营销预算中更加追求“带货”;数字媒体成为投入重点,短视频广告和直播营销风生水起;广告营销技术的升级成为广告主的重要工作。媒体广告市场出现应激式下跌;数字广告市场持续增长成为广告市场的核心动力;传统媒体融媒体平台化转型加速,主流引领力量凸显,内部马太效应加剧。广告公司进一步加快AI等技术在广告各个环节的应用,广告智能化进程走向深入。在后疫情时代,处于新发展格局中的中国广告市场面拥有广泛的增长机遇。

Under COVID-19,China’s advertising market will drop to the freezing point in 2020,digitization will accelerate the penetration of consumer life,and AI and big data will further promote the reform of advertising market.Advertisers tend to be conservative in marketing investment,but some industries rise against the trend;advertisers pay more attention to“sales transformation”in the limited marketing budget;digital media has become the focus of investment,short video advertising and live marketing are booming;the upgrading of advertising marketing technology has become an important task for advertisers.The media advertising market is in a stress decline;the continuous growth of digital advertising market has become the core driving force of advertising market;the transformation of traditional media into media platform is accelerated,the mainstream leading force is highlighted,and the internal Matthew effect is intensified.Advertising companies further accelerate the application of AI and other technologies in all aspects of advertising,and the process of intelligent advertising goes deeper.In the post epidemic era,China’s advertising market in the new development pattern has a wide range of growth opportunities.Advertising Major;talents cultivation model;Bereday’s four step comparison method.