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2024125_艾瑞咨询_2023年中国网络广告市场研究——垂直行业广告主投放调查（52页）.pdf

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2024125_艾瑞咨询_2023年中国网络广告市场研究——垂直行业广告主投放调查（52页）.pdf

TMT 2023 iResearch Inc.2023 2 ABSTRCT 2023 2022 2022 2022/campaign KOL AIGC/3 CONTENTS01 02 03 04 05 064 2023.3 iResearch I 2000 2000 500 N=20N=60 N=20 N=205016 2023.3 iResearch I 2023.3 iResearch I 2023 2023 GDP 5.2%GDP 1.3%0.5%0.8 2849973080383199924.5%6.3%4.9%2023Q1 2023Q2 2023Q3()%2018-2022 GDP 2023Q1-Q3 GDP 9192819865151013567114923712102076.7%6.0%2.2%8.4%3.0%2018 2019 2020 2021 2022()%7 2023.3 iResearch I 2023.3 iResearch I 2023.03 2023 2023.05 2023 2023.07 13 2023.07 7 2023.07 13 2023.07 2023.08 2023.09 2023 2023 8 2023.3 iResearch I 2023.3 iResearch I 2022 2023 8.8%83.2%GDP 4.4 30733321893512836883293985.8%2.1%8.1%2.9%5.9%2019 2020 2021 2022 2023Q1-3()%21559212102410024538195305.5%-4.0%12.6%-0.2%8.8%2019 2020 2021 2022 2023Q1-3()%2019-2023Q3 2019-2023Q3 9 2023.3 iResearch I 2022 75.6%CNNIC 2023 6 80%CNNIC 45 2020 3 CNNIC 2023 6 2018-2022 2018-2022 82851903599889910319510674459.6%64.5%70.4%73.0%75.6%2018.12 2020.3 2020.12 2021.12 2022.12%104693 104437 10263994319884108412978129 765397258354974 52825 53488 50748 47199 45363364163208197.1%96.8%95.2%87.5%82.0%78.0%72.4%71.0%67.3%51.0%49.0%49.6%47.1%43.8%42.1%33.8%29.7%2023 6 2023 6%81698896909857610287410651098.6%99.3%99.7%99.7%99.8%2018.12 2020.3 2020.12 2021.12 2022.12%10 2023.3 iResearch I 2023.3 iResearch I3.3%18.3%6.7%66.7%5.0%70%56.7%71.7%1.7%36.7%5.0%48.3%8.3%56.7%N=60 2023 12 N=60 2023 12 11 0212 2023.3 iResearch I 2022 10065.4 2021 6.8%10.0%2023 2023 11368.6 12.9%1 2 2022 4965.26464.37665.99421.210065.411368.612549.913751.432.0%30.2%18.6%22.9%6.8%12.9%10.4%9.6%2018 2019 2020 2021 2022 2023e 2024e 2025e2018-2025%CAGR=19.3%CAGR=10.0%13 2023.3 iResearch I 40.8%2022 40.8%25.3%2025 2022:1.2.3.2014 58 4.2016 5.35.2%37.8%39.9%40.3%40.8%41.8%42.4%42.9%3.8%12.4%17.4%22.9%25.3%26.0%26.7%27.3%10.3%10.1%10.3%9.9%10.0%9.9%10.0%10.1%23.7%17.5%13.9%11.4%10.2%9.6%9.3%8.9%9.4%9.0%8.5%6.7%6.1%5.5%5.0%4.7%8.4%5.7%4.3%3.6%3.0%2.9%2.7%2.6%2018 2019 2020 2021 2022 2023e 2024e 2025e2018-2025 2018 14 2023.3 iResearch I 2022 8946.5 2022 88.9%2025 12124.2 10.7%3663.05415.26725.18362.68946.510069.711069.712124.273.8%83.8%87.7%88.8%88.9%88.6%88.2%88.2%2018 2019 2020 2021 2022 2023e 2024e 2025e2018-2025%CAGR=25.0%CAGR=10.7%15 2023.3 iResearch I 39.9%2022 39.9%28.2%2025 31.8%37.7%39.4%39.6%39.9%40.6%40.8%41.4%5.1%14.8%19.9%25.8%28.2%29.0%29.9%30.5%11.5%10.2%11.0%10.5%10.6%10.6%10.8%10.9%10.9%9.5%8.7%6.8%6.0%5.5%5.2%4.8%19.0%12.0%8.2%6.6%5.5%5.0%4.7%4.5%4.3%3.7%3.3%2.9%2.9%2.7%2.5%2.3%8.0%5.0%3.8%3.4%2.8%2.7%2.5%2.3%2018 2019 2020 2021 2022 2023e 2024e 2025e2018-2025 160317 2023.3 iResearch I 2023.3 iResearch I 50%2024 41.7%TOP5 N=60 2023 12 TOP5 100.0%76.7%48.3%36.7%36.7%2023 2024 N=60 2023 12 63.3%66.7%33.3%41.7%2023 2024 50%70%18 2023.3 iResearch I 2023.3 iResearch I 60-80%2023 2024 6.7%25.0%16.7%41.7%10.0%8.3%26.7%13.3%40.0%11.7%20%20-40%40%40-60%60%60-80%80%80%-100%100%2023 2024 N=60 2023 12 90.0%53.3%53.3%50.0%43.3%35.0%28.3%28.3%APP/%N=60 2023 12 2023 2024 19 2023.3 iResearch I 2023.3 iResearch I 76.7%2024 46.7%85%N=60 2023 12 2023 43.3%33.3%23.3%76.7%46.7%40.0%13.3%2023 2024 N=60 2023 12 2024 5.0%10.0%58.3%26.7%85%同20 2023.3 iResearch I CNNIC 2023 6 10.76 99.8%96.7%N=60 2023 12 2023 2023 2023%2023 96.7%46.7%13.3%PC OTT%90.0%83.3%56.7%50.0%45.0%26.7%21.7%banner 90.0%21 2023.3 iResearch I 2023.3 iResearch I/2023/90%2024 2024 2023 2024 TOP590.0%68.3%28.3%23.3%21.7%/91.7%86.7%41.7%40.0%40.0%33.3%33.3%15.0%/%N=60 2023 12 2023 N=60 2023 12 2024 22 2023.3 iResearch I TA 2024 TOP564.8%48.2%42.6%31.5%22.2%TA ROI/TOP551.2%46.3%43.9%41.5%17.1%TA ROI TOP582.4%52.9%35.3%23.5%17.7%ROI TA 71.4%35.7%35.7%35.7%35.7%TA ROI 53.9%53.9%30.8%30.8%23.1%TA ROI TOP5 TOP5 TOP5 1.N=54 2023 12;2.N=41 2023 12;3.N=17 2023 12;4.N=14 2023 12;5.N=13 2023 12 23 2023.3 iResearch I 2023.3 iResearch I campaign N=60 2023 12 TOP31 2 3 4 5 6 7 8 9 10 11 12 2023 2023 campaign 71.7%68.3%51.7%campaign N=60 2023 12 2023 24 2023.3 iResearch I 2023.3 iResearch I 2023 86.7%campaign campaign 10 98.3%15.4%48.1%21.2%9.6%5.8%20%20-40%40%40-60%60%60-80%80%80%-100%100%13.3%25.0%20.0%5.0%36.7%campaign1-3 4-6 7-9 10 2023 campaign 2023 campaign 1.N=60 2023 12 2023 campaign 2.N=52 2023 12 2023 campaign 98.3%2023 2023 5.1%33.9%32.2%23.7%5.1%20%20-40%40%40-60%60%60-80%80%80%-100%100%2023 1.N=60 2.N=59 2023 12 2023 25 2023.3 iResearch I 2023.3 iResearch I KOL KOL KOL 2023 86.7%KOL 2024 91.7%KOL KOL KOL KOL 2023 2024 KOL 2023 2024 KOL 86.7%91.7%2023 2024%1.N=60 2023 12 2023 2024 KOL 1.N=52 2.N=55 2023 12 2023 2024 KOL 34.6%32.7%36.5%36.4%19.2%21.8%7.7%7.3%1.9%1.8%20232024 20%20%-40%40%40%-60%60%60%-80%80%80%-100%100%26 2023.3 iResearch IKOL 98.1%KOL 86.5%48.1%38.5%23.1%IP CPS KOL 22.9%43.8%33.3%3.9%37.3%58.8%14.3%42.9%42.9%KOL KOL KOL 98.1%92.3%80.8%92.3%KOL 98.1%KOL 80.8%KOL 1.N=52 2023 12 KOL 2.N=52 2023 12 3.N=48 2023 12 4.N=51 2023 12 5.N=42 2023 12 27 2023.3 iResearch I 2023.3 iResearch I CNNIC 2023 6 7.65 71.0%2023 GMV 2023 2024 2023 2024 38.0%38.5%38.0%28.8%12.0%21.2%12.0%11.5%2023 2024 20%20%-40%40%40%-60%60%60%-80%80%34.0%12.0%54.0%30.8%11.5%57.7%2023 20242023 2024 83.3%86.7%2023 2024%1.N=60 2023 12 2023 2024 2.N=50 2023 12 2023 1.N=50 2023 12 2.N=52 2023 12 2024 3.N=50 4.N=52 2023 12 2023 2024 42.0%44.0%10.0%4.0%20%20%-40%40%40%-60%60%60%-80%80%28 2023.3 iResearch I 2023 81.7%88.3%2024 81.7%2023 88.3%2024 2023 2024 2023 2024 2023 2024 2023 2024 46.9%45.3%26.5%26.4%16.3%17.0%8.2%9.4%2.0%1.9%2023 202480%-100%100%60%-80%80%40%-60%60%20%-40%40%20%89.8%85.7%32.7%28.6%28.6%18.4%18.4%83.0%62.3%22.6%18.9%11.3%9.4%1.9%1.N=60 2.N=49 3.N=53 2023 12 2023 2024 4.N=49 2023 12 2023 5.N=53 2023 12 2024 29 2023.3 iResearch I 2023 68.3%66.7%60.0%2024 90.0%61.1%68.3%66.7%60.0%45.0%45.0%2024 1.N=60 2023 12 2023 2.N=60 3.N=54 2023 12 2024 2023 90.0%2024 61.1%61.1%44.4%44.4%44.4%2024 30 2023.3 iResearch I 2023.3 iResearch I AIGC AIGC 2023 48.3%AIGC 93.1%AIGC AIGC 25.8%AIGC AIGC AIGC AIGC 93.1%44.8%44.8%41.4%27.6%AIGC AIGC 48.3%51.7%25.8%74.2%80%35%30%AIGC AIGC 26.7%58.3%10.0%5.0%1-3 AIGC 1.N=60 2023 12 AIGC 2.N=29 2023 12 AIGC 1.N=31 2023 12 AIGC 2.N=60 2023 12 1-3 AIGC 85%31 2023.3 iResearch I TOP10 N=60 2023 12 58.3%41.7%40.0%40.0%38.3%31.7%28.3%26.7%18.3%16.7%/GMV%32 2023.3 iResearch I 2023.3 iResearch I 2021 2069.81928.82014.62054.32169.9-7.4%-6.8%4.4%1.9%5.6%2019 2020 2021 2022 2023%2019-2023 2019-2023 2.6 2.8 3.0 3.2 3.4 8.3%8.1%7.5%5.6%5.3%2019 2020 2021 2022 2023%33 2023.3 iResearch I campaign KOL 65.0%65.0%55.0%campaign TOP3 TOP4 65%40%/40%40%90.0%85.0%80.0%KOL 5.0%15.0%15.0%65.0%campaign1-3 4-6 10 Campaign 2023 2024 85%70%55%45%45%40%65%45%35%40%N=20 2023 12 2023 campaign 2023 KOL 2023 2023 2023 2024 34 2023.3 iResearch I 65%/30.0%30.0%40.0%2024 65%90.0%90.0%60.0%2023 TOP3 2023 TOP3 2024 TOP5 85.0%/90.0%85.0%85.0%/55.0%45.0%20.0%20.0%N=20 2023 12 2023 2024 2023 2024 35 2023.3 iResearch I 12837697825 27 27478256961895121100-3.6%-11.1%-1.5%-20.2%20.3%-25.9%-15.2%-21.5%-13.5%58.1%15.1%5.4%7.2%1.2%75.3%2022(%)2022 2023 0.5%-5.2%0.9%-7.8%0.2%9.5%5.0%36 2023.3 iResearch I 95%70%95%95.0%65.0%60.0%campaign 80.0%80.0%95.0%KOL 2023 2024 55%55%60%45%70%60%40%45%30%60%TOP4/55%55%40%40%TOP3 N=20 2023 12 2023 KOL 2023 2023 2023 2024 37 2023.3 iResearch I 90%85%75%TOP3 95.0%85.0%70.0%45.0%45.0%10.0%2023 2024 50%2023 TOP3 95.0%/100.0%85.0%2024 TOP5 95.0%/90.0%75.0%20.0%15.0%N=20 2023 12 2023 2024 2023 2024 38 2023.3 iResearch I 2023 3000 2022 641.1 664.8 666.2 664.1 668.0 2.5%3.7%0.2%-0.3%0.6%2019 2020 2021 2022 2023%2019-2023 2019-2023 2308.82786.92965.12658.83029.67.7%20.7%6.4%-10.3%14.0%2019 2020 2021 2022 2023%39 2023.3 iResearch I KOL/KOL 2023 85%2024 65%/85.0%80.0%20.0%campaign 15.0%15.0%15.0%15.0%40.0%campaign1-3 4-6 7-9 10 Campaign TOP3 2023 2024 65%40%85%30%20%20%75%30%70%65%TOP4/70%55%50%40%90.0%80.0%75.0%KOL N=20 2023 12 2023 campaign 2023 KOL 2023 2023 2023 2024 40 2023.3 iResearch I APP TOP3 APP 90%/90.0%85.0%60.0%APP TOP3 55.0%25.0%20.0%2024 70%2023 2023 TOP3 95.0%/70.0%65.0%2024 TOP5 90.0%/60.0%35.0%30.0%25.0%N=20 2023 12 2023 2024 2023 2024 410442 2023.3 iResearch I+2023 LBS 30 1 1km UGC IP35 24 3C 43 2023.3 iResearch I/+/3.6+217+338+215+IP IP/banner banner 140+2+44 0545 2023.3 iResearch I/46 2023.3 iResearch I 470648 2023.3 iResearch I 2B 2C+-49 2023.3 iResearch I 10 GIMC CEO 50BUSINESS COOPERATION 400-026-51LEGAL STATEMENT THANKS

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