2018327_艾瑞咨询_2018年中国原生视频广告投放策略白皮书(43页).pdf
20182 iResearch Inc 2017 423 iResearch Inc 2021 3933.1 2017 171.2%5 SMS4 1 2 3 4 55 iResearch Inc 2017 10 2017 12 4.6 291.5%mUserTracker.2017.12 400 1 9.3 9.4 9.5 9.7 9.9 10.0 10.2 10.1 9.9 10.1 10.3 10.4 1.1 1.1 1.1 1.1 1.1 1.2 1.3 1.3 1.3 1.4 1.4 1.4 1.2 1.2 1.2 1.2 1.3 2.3 2.9 3.3 3.5 3.8 4.2 4.6 2017.12017.22017.32017.42017.52017.62017.72017.82017.92017.102017.112017.122017 6 iResearch Inc 96.9 1.4 2017 1 85.2 96.9 13.7%9.3%mUserTracker.2017.12 400 1 96.9 68.6 56.3 48.3 35.1 27.7 26.0 21.5 18.4 17.8 2017 12 7 iResearch Inc 2021 3933.1 2017 171.2%2018 1249.5 649.2 215.3 ARPU 2021+3933.1 2017 171.2%+248.8 404.3 641.5 952.3 1,249.5 1,568.5 1,916.4 2,276.2 49.3 74.4 228.5 440.6 649.2 840.4 986.0 1129.6 19.057.3118.1215.3356.8527.22014 2015 2016 2017e 2018e 2019e 2020e 2021e2014-2021 8 iResearch Inc 2021 30%11.1%8.6%9.3%3.8%3.8%3.5%3.1%2.9%2.6%2.7%11.1%14.2%24.1%25.8%26.5%23.1%21.3%19.6%18.1%17.4%4.4%5.1%5.6%12.7%18.8%24.8%26.6%28.4%29.4%29.5%73.4%72.1%61.0%57.7%50.9%48.6%49.0%49.1%49.9%50.4%0%20%40%60%80%100%2012 2013 2014 2015 2016 2017e 2018e 2019e 2020e 2021e2012-2021 9 iResearch Inc 2020 2471 2015 188.2 2016 373.1 2000 60%1 2 3 2016-2020CAGR=60.4%25.9 58.1 188.2 373.1 701.4 1138.2 1718.2 2471.8 2013 2014 2015 2016 2017e 2018e 2019e 2020e2013-2020 10 1 2 3 4 511 iResearch Inc&O T T 12 iResearch Inc 13 iResearch Inc+CPM CPC CPT14 iResearch Inc 15 1 2 3 4 516 iResearch Inc 17 iResearch Inc 85.7%65.7%1 2 N=42 2018 1 17.1%51.4%62.9%65.7%85.7%2017 18 iResearch Inc 10%-20%2017 10%-20%N=42 2018 1 65.7%11.4%8.6%5.7%5.7%2.9%10%-20%20%-30%30%-40%40%-50%10%50%2017 19 iResearch Inc iResearch Inc 88.6%20%10%-15%N=42 2018 1 N=42 2018 1 6.1%8.2%85.7%11.4%88.6%2017 4.8%11.9%69.1%4.8%9.5%0.0%9.7%9.7%9.7%71.0%1%-5%5%-10%10%-15%15%-20%20%2017 20 iResearch Inc PC OTT 88.6%PC OTT 88.6%68.6%N=42 2018 1 8.6%88.6%25.7%2.9%2.9%5.7%88.6%8.6%68.6%0%20%40%60%80%100%PC OTT2018 21 iResearch Inc N=42 2018 1 91.4%80%8.6%2017 22 iResearch Inc 5 40%-50%N=42 2018 1 5.7%5.7%68.6%14.3%65.7%17.1%11.4%14.3%8.6%14.3%2.9%51.4%8.6%2.9%0%20%40%60%80%100%2017 50%40%-50%30%-40%20%-30%10%-20%10%23 iResearch Inc 68.6%77.1%N=42 2018 1 20.0%77.1%14.3%11.4%5.7%8.6%68.6%17.1%77.1%0%20%40%60%80%100%2018 24 iResearch Inc 5 5 5 5 31.4%4 1 N=42 2018 1 8.6%51.4%31.4%8.6%1 2 5 4 3 2017 5 25 1 2 3 4 526 iResearch Inc iResearch Inc 88.6%22.9%N=42 2018 1 N=42 2018 1 22.9%88.6%94.3%94.3%100.0%2017 80.0%8.6%2.9%8.6%2017 27 iResearch Inc 94.3%91.4%N=42 2018 1 94.3%91.4%85.7%85.7%25.7%17.1%14.3%2017 28 iResearch Inc iResearch Inc 85.7%14.3%N=42 2018 1 N=42 2018 1 3.3%3.3%10.0%23.3%66.7%83.3%96.7%2017 85.7%14.3%2017 29 iResearch Inc 100%80%N=42 2018 1 100.0%80.0%20.0%20.0%17.1%ROI/2017 30 iResearch Inc iResearch Inc 53.1%40.6%N=42 2018 1 N=42 2018 1 28.1%59.4%9.4%3.1%2017 53.1%40.6%6.2%2017 31 iResearch Inc iResearch Inc TA N=42 2018 1 N=42 2018 1 15.6%40.6%84.4%93.8%96.9%TA 2017 28.1%87.5%93.8%96.9%2017 32 1 2 3 4 533 iResearch Inc Video 2018 logoLogo TVC Video 34 iResearch Inc X IP X 35 iResearch Inc X-LOGO LOGO-L O G O-L O G O X 36 iResearch Inc 2018 X 2018-LOGO X-37 iResearch Inc X-,X-38 iResearch Inc X IP-X-39 iResearch Inc 1 2 3 40 iResearch Inc 56 ROI 4 41 Keep Learning 400-026-2099 42