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2018831_艾瑞咨询_2018年中国网络广告市场年度监测报告-简版(55页).pdf

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2018831_艾瑞咨询_2018年中国网络广告市场年度监测报告-简版(55页).pdf

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Inc APP mUserTracker 2017 APP 2017 12 APP 2017 31.2%2017 62.8%APP APP mUserTracker.2017.12 40 mUserTracker.2017.12 40 825.8 1083.2 2017.1 2017.12mUserTracker-2017 1 2017 12 APP 74.7121.62017.1 2017.12mUserTracker-2017 1 2017 12 APP 30 iResearch Inc 726 2017 700 48%356 2017 356 9.2%69.9%2017 249 69.9%2017 9.5%2016 2017 9.5%2016 31 iResearch Inc 2017 725.9 48%2017 725.9 2018 90.7 135.9 248.8 404.3 641.5 725.9 1033.6 1258.2 1566.4 44.7%49.7%83.1%62.5%58.7%48.0%42.4%21.7%24.5%2012 2013 2014 2015 2016 2017 2018e 2019e 2020e2012-2020%32 iResearch Inc 2017 28.3%49.1%2020 30%73.4%72.1%61.0%57.7%50.9%49.1%43.9%45.6%45.6%11.1%8.6%9.3%3.8%3.8%3.0%2.6%2.6%2.5%4.3%5.1%5.6%12.7%18.8%28.3%29.0%30.2%31.1%12.1%14.2%24.1%25.8%26.5%19.6%24.4%21.5%20.8%0%20%40%60%80%100%2012 2013 2014 2015 2016 2017 2018e 2019e 2020e2012-2020 33 iResearch Inc 356.3 9.2%2017 356.3 9.2%66.6 98.0 151.9 233.1 326.2 356.3 453.9 574.2 713.8 56.6%47.2%54.9%53.5%39.9%9.2%27.4%26.5%24.3%2012 2013 2014 2015 2016 2017 2018e 2019e 2020e2012-2020%34 iResearch Inc iResearch Inc 2017 TOP10 1 20199.62 17731.53 16023.24 15624.75 11790.86 11619.77 11,502.2 8 10924.69 2 9942.410 8220.32017 TOP10 1 10768.72 TV 8256.23 6110.74 5858.95 5578.46 5533.17 52798 5233.69 TV 509910 4961.32017 TOP102017 TOP10 8000 VideoTracker 2018.2 PC VideoTracker 2018.2 PC 35 iResearch Inc 2017 TOP10 PPC 2017 TOP50 50 81 2017 73.8%TOP50 PPC PPC PPC+PPC VideoTracker 2018.2 PC OTT 2017 TOP10 1 pptv 55728 2 TV 53336 3 PPTV TV 46124.5 4 TV TV 38987.3 5 2 38113.2 6 37218.4 7 TV PP 29418.8 8 TV 26803.7 9 TV PPTV 26400 10 TV 25433 36 iResearch Inc 26.2%13.8%IT iAdTracker.2016.12 200 4.1%5.5%4.9%5.5%6.0%9.7%11.6%13.6%15.7%24.8%4.3%6.1%4.8%7.6%4.8%8.3%8.8%13.8%15.2%26.2%IT AdTracker-2016-2017 2017 201637 iResearch Inc 1.2.3.38 iResearch Inc IP IP IP 39 iResearch Inc 315.8 2017 315.8 42.9%30%266.8 2017 266.8 84.5%60%VS 90%2017 60%90%6.6 2017 12 6.6 27.0%6.3%55.2%2017 2017 40 iResearch Inc 2017 315.8 2017 315.8 42.9%30%26.6%2020 640 1 2 AI 3 100.1114.6164.0220.9315.8424.7531.2641.214.5%43.2%34.7%42.9%34.5%25.1%20.7%2013 2014 2015 2016 2017 2018e 2019e 2020e2013-2020%41 iResearch Inc 90%60%60%30%100%2017 2017 TOP2 60%TOP3-TOP8 60%30%10%42 iResearch Inc IT 23.1%2016 24.6%15.0%IT 3.3%2.5%3.1%5.5%5.1%2.8%11.8%12.2%24.6%13.5%2.6%2.9%4.0%4.4%6.9%8.4%9.4%11.5%15.0%23.1%0%20%IT AdTracker-2016-2017 2017 2016 AdTracker AdTracker AdTracker.2017.12 20043 iResearch Inc 1 2/2017 44 1 2 3 45645 iResearch Inc 2017 16.5%14.0%11.7%2016 2.0%4.0%TOP10 IT 2017 AdTracker AdTracker AdTracker.2017.12 200 0%5%10%15%20%25%2010 2011 2012 2013 2014 2015 2016 2017AdTracker-2010-2017 TOP10 IT 46 iResearch Inc iResearch Inc 2017 105.2 5.3%2014 TOP10 7 6.4 7.8 AdTracker AdTracker AdTracker.2017.12 200 AdTracker AdTracker AdTracker.2017.12 200 33.342.154.160.581.793.5 99.9105.226.5%28.5%11.8%35.1%14.4%6.9%5.3%0204060801001201401601802010 2011 2012 2013 2014 2015 2016 2017AdTracker-2010-2017%2.29 2.90 2.97 2.98 5.26 5.40 5.54 7.47 7.84 7.97 0 1 2 3 4 5 6 7 8 9 BMW AdTracker-2017 TOP10 47 iResearch Inc iResearch Inc TOP72017 89.4 66.3%2016 2017 TOP10 5.86 AdTracker AdTracker AdTracker.2017.12 200 AdTracker AdTracker AdTracker2017.12 200 18.327.529.736.748.461.7 53.8 89.4 50.2%7.8%23.8%31.9%27.4%-12.8%66.3%0204060801001201402010 2011 2012 2013 2014 2015 2016 2017AdTracker-2010-2017%0.68 0.76 0.89 1.06 1.10 1.24 1.43 1.60 1.90 5.86 0.0 2.0 4.0 6.0 8.0 AdTracker-2017 TOP10 48 iResearch Inc iResearch Inc 2017 32.5 51.9%2017 TOP10 2016 1.6 1.79 1.54 1.20 1.18 AdTracker AdTracker AdTracker.2017.12 200 AdTracker AdTracker AdTracker.2017.12 200 7.911.917.416.018.729.2 21.4 32.550.5%46.2%-7.9%17.3%55.9%-26.8%51.9%01020304050602010 2011 2012 2013 2014 2015 2016 2017AdTracker-2010-2017%0.59 0.65 0.80 0.80 1.02 1.09 1.18 1.20 1.54 1.79 0.0 0.5 1.0 1.5 2.0 AdTracker-2017 TOP1049 iResearch Inc iResearch Inc IT IT OFO2017 IT 43.1 81.7%IT IT 2016 IT 1.8 2017 3 IT OFO IT IBM 2017 IT AdTracker AdTracker AdTracker.2017.12 200 AdTracker AdTracker AdTracker.2017.12 200 12.316.615.8 15.414.120.8 23.7 43.1 35.0%-4.4%-2.9%-8.3%47.7%14.0%81.7%010203040506070802010 2011 2012 2013 2014 2015 2016 2017AdTracker-2010-2017 IT%0.67 0.77 0.80 0.86 0.92 0.94 1.15 1.45 1.58 2.97 0.0 1.0 2.0 3.0 4.0 OFO AdTracker-2017 IT TOP10 50 iResearch Inc FMCG FMCG 2017 FMCG 125.7 4.3%2017 FMCG AdTracker AdTracker AdTracker.2017.12 200 16.7 25.0 40.7 59.5 76.0 98.8 120.5 125.7 49.3%62.7%46.3%27.6%30.1%21.9%4.3%0204060801001201401601802002010 2011 2012 2013 2014 2015 2016 2017AdTracker-2010-2017 FMCG FMCG%51 iResearch Inc Internet/FLASH 2016 52 iResearch Inc IM 53 Keep Learning 400-026-2099 54

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