2022年广告营销市场趋势解读  

Analysis of Advertising Marketing Market Trend in 2022

作　　者：黄磊[1] 曹雪妍 Huang Lei;Cao Xueyan

机构地区：[1]央视市场研究(CTR)媒介智讯

出　　处：《现代广告》2023年第5期44-48,共5页Modern Advertising

摘　　要：受多方因素波动影响,近两年广告市场随之进入频繁波动阶段,市场不确定性因素增强。广告主为应对不稳定因素纷纷采取谨慎的投放策略,对部分媒体渠道的收入产生了直接的影响。但同时,市场参与者也依靠对细分市场、消费需求变化,消费场景转变以及销售渠道和传播场景的变化做出了营销策略上的调整。广告营销市场整体在波动中保持活力,基础行业稳定输出,新兴行业积极投放,新品牌持续不断地投入,通过主流权威性媒体,向消费者传递品牌价值。Influenced by multiple factors,the advertising market has entered a stage of frequent fluctuations in the past two years,and the market uncertainty has increased.Advertisers have adopted prudent delivery strategies to deal with unstable factors,which has a direct impact on the revenue of some media.However,market participants also made adjustments in marketing strategies based on changes in market segments,consumer demand,consumption scenarios,and sales channels and communication scenarios.The advertising market as a whole has maintained vitality in the fluctuation,the basic industry has stable output,the emerging industry has been actively launched,and the new brand has been continuously invested to deliver brand value to consumers through mainstream authoritative media.

关 键 词：广告 媒体 行业 品牌 

分 类 号：F42[经济管理—产业经济]