悠洋棋牌

进化,全视角透视中国户外广告

发布日期:2019-11-27
信息摘要:
2019上半年,中国广告市场整体增速放缓。CTR的数据显示,今年上半年广告市场下降了8.8%。在这样

  2019SHANGBANNIAN,ZHONGGUOGUANGGAOSHICHANGZHENGTIZENGSUFANGHUAN。CTRDESHUJUXIANSHI,JINNIANSHANGBANNIANGUANGGAOSHICHANGXIAJIANGLE8.8%。ZAIZHEIYANGYIGEDAHUANJINGZHIXIA,MEIYIGEMEITIDOUNANYIDUSHANQISHEN,HUODUOHUOSHAOKAISHICHUXIANZENGSUFANGHUAN。MIANDUIZHEIZHONGSHICHANGZHUANGKUANG,WOMENXUYAOLENGJINGDESIKAO、LIXINGDEFENXI,ZAISHENGTAIGEJUYUYANJINZHONGXUNZHAOHUWAIGUANGGAODEJIYU。

 

悠洋棋牌  HUWAIMEITIDESANDAXIANZHUANG

 

  ZAIMUQIANHONGGUANJINGJIXIAXINGDEYALIZHIXIA,HUWAIMEITICHUXIANLEGUANGGAOTOUFANGXUQIUDESHUAIJIAN。SHUJUXIANSHI,QUANGUOHUWAIGUANGGAOZHENGTIHUAFEIZAIJINNIANSHANGBANNIANSHI698YIYUAN,TICHUDIAOFANWEIBIANHUAYIJIQITADEYIXIETONGHUOPENGZHANGYINSU,SHIJIXIAHUA7%。BAOKUOHOUCHETINGDENGXIANG、GONGJIAOCHESHENDENGZAINEIDEHUWAICHUANTONGMEITI,ZAI2019NIANSHANGBANNIANDETOUFANGEDADAO427YIYUAN,TONGBIZENGZHANG15%,DANSHIBAOCHUFANWEIBIANHUA,SHIJIXIAHUA6%。ERZHEIYISHUZIZAIYIJIDUSHI-3%,SHUOMINGDIEFUHAIZAIKUODA。ZHEIZHONGCHIXUXIAJIANG,ZHUYAOSHOUDITIE、JICHANGDENGMEITIDELADIYINGXIANG。GONGJIAOMEITISUIRANZANSHIBAOCHIZENGZHANG,DANSHIZAISHUZIGUANGGAOSHIDAI,YEMIANLINZHUJIANBEIBIANYUANHUADEXIANSHI。

 

  HUWAICHUANTONGMEITIHAIMIANLINZHEGUANGGAOXINGYEJIEGOUDEDIAOZHENG。YIGESHIWANGZHANXINGYEDEFENGTOUTUICHAO。JIANCESHUJUXIANSHI,HUWAIMEITIDEWANGZHANXINGYETOUFANGHUAFEIFENECONGQUNIANTONGQIDE15%BAODIEDAO10%,FENESUOJIANLE1/3。ZHEIGEXIAJIANGFUDUYUANGAOYUQITAXINGYE。LINGYIGESHIDUOSHUXINGYEDETOUFANGDONGLIJIANGDI,TOUFANGGUANGGAODEPINPAISHULIANGZAIJIANSHAO,XIANGJINRONG、JIAOTONG、FUWUDENGXINGYEDEPINPAILIUSHIQINGKUANGDOUBIJIAOYANZHONG。

 

悠洋棋牌  HAIYOUYIGEXIANZHUANGSHI,YIFENZHONGDELOUYUYEJINGMEITIWEIDAIBIAODEHUWAISHIPINMEITIZHONG,BUFENNEIXUSHENGJIXINGYEDETOUFANGFENEJINYIBUKUODA。SHUJUXIANSHI,2019NIANSHANGBANNIANHUWAISHIPINMEITITOUFANGEDADAO270YIYUAN,TONGBIXIAHUA10%,TICHUFANWEIBIANHUAWAI,SHIJIZENGZHANGXIAHUA9%。QIZHONG,LOUYUYEJINGZAIHUWAISHIPINMEITIZHONGYIJIUBAOCHIZHULISHICHANGFENE,ERQIELOUYUYEJINGERJIDUBIAOXIANHAOYUYIJIDU,GUANGGAOHUAFEIHUANBISHANGSHENG9%。ZHEIZHONGZENGZHANG,ZHUYAOLAIZIFUWUYE、SHIPIN、JIUYE、HUAZHUANGPINDENGXIAOFEIPINXINGYE7%-8%DEKUAISUZENGZHANG。FENZHONGDE2019SHANGBANNIANCAIBAOXIANSHI,CHUANTONGXIAOFEIPIN、SHENGHUOFUWULEIKEHUJUNCHENGXIANSHUANGWEISHUZENGZHANG,QIZHONGBAIJIU、RIHUALEIKEHUZENGZHANGCHAOGUO30%,FUZHUANGLEIPINPAIDETOUFANGZENGZHANGCHAOGUO50%,CHIHEWANLEDESHANGYEFUWUTOUFANGZENGZHANGJIEJIN200%。ZHEIXIEYURENMENSHENGHUOXIXIXIANGGUANDEXINGYEZENGZHANG,CHONGFENTIXIANCHUNEIXUXIAOFEISHENGJI、PINPAIHUANXINDEQUSHIYUJIATUCHU,YIJIZHEIXIEXINGYEDUIHUWAISHIPINMEITIDECHUANBOXUQIUZENGDA。

 

  TIAOCHUDANGXIADESIWEI,KANHUWAIMEITIDEFAZHAN

 

悠洋棋牌  ZHONGGUOHUWAIGUANGGAODEXIWANGZAINALI?WOMENYINGDANGFANGKAISHIYE,TIAOCHUGUYOUDESIWEILAIXUNZHAOCHULU。

 

悠洋棋牌  YISHIZAIZHENGCELUOJISHANGYAO“TIAOCHUGUANGGAOKANGUANGGAO”。HUWAIMEITIDEFAZHANYIZHIHECHENGSHIFAZHANMIQIEXIANGGUAN。2014NIANDEXINXINGCHENGZHENHUAGUIHUASHISHI,JIEZHI2018NIAN,ZHONGGUODECHENGZHENHUALVDADAO59.6%,ANZHAOGUIHUA,DAO2020NIANSHI60%。ZUIJINSHINIAN,CHENGZHENRENKOUCONG6.2YIZENGJIADAO8.3YI,XIANGDANGYUZAICHENGZHENQUYUZENGJIALE2YIRENKOUDEXINZENGLIULIANG。ERQIE,SUIZHERENKOUDEZENGJIA,SHANGPINFANG、SHANGWULOUDENGJIANZHUMIANJIKUAISUZENGJIA,GUIDAOJIAOTONGDENGGONGGONGSHESHIYEZAIZENGDUO,ZHEIXIECUCHENGLEHUWAIMEITIDEWULIKONGJIANSUIZHIZENGDUO。ZHEIDUIHUWAIMEITIDECHANGJINGHEYONGHUZENGZHANGLAISHUO,DOUSHISHUANGXIANGDETISHENG,HUWAICHANYEYOUJUDADEFAZHANKONGJIAN。

 

悠洋棋牌  ERSHIZAICHANYELUOJISHANGYAO“TIAOCHUHUWAIKANHUWAI”。CONG2012NIANDAO2018NIAN,ZHIYOUHUWAI、HULIANWANGZHEILIANGGEMEITIXINGTAISHIYIZHIBAOCHICHIXUZENGZHANGDETAISHI,DANERZHEYEYOUBUTONGDEFAZHANQUSHI。AIRUIZIXUNDESHUJUXIANSHI,HUWAIMEITISUOZHANJUDEFENEYUELAIYUEGAO,YUJIDAO2021NIANKENENGJIEJINDIANSHIMEITI,ZHEIYESHIGUANGGAOZHUDUIMEITISHICHANGZUOCHUDEXUANZE。DANSHI,HULIANWANGMIANLINLEFAZHANPINGJING。2019NIANDIERJIDU,YIDONGHULIANWANGDELIANGGEZHONGYAOZHIBIAODOUCHAQIANGRENYI:RIHUOYONGHUSHULIANGXIAJIANG193WAN,YUERENJUNDANRISHIYONGSHIZHANGDEZENGZHANGYEBINYUTINGZHI。ZHEISHIZHONGGUOHULIANWANGFAZHANDEYIGEXIANXIANG。POYUXIANSHI,YUELAIYUEDUODEHULIANWANGJUTOUZAIGUOQULIANGNIANXIANGXIANXIAFAZHAN,QUYONGBAOHUWAIMEITI。

 

悠洋棋牌  SANSHIZAITOUZILUOJISHANGYAO“TIAOCHUXIANZAIKANJIANGLAI”。ZIBENWANGWANGSHITIQIANBUJUDE。ZUIJINLIANGNIAN,HULIANWANGXIANSHANGHONGLIJIJUXIAOTUI,ZIBENZAIDIANTIZHEIGECHANGJINGXIAZHONGDUTOURU。AIRUIZIXUNDEGONGKAIBAOGAOXIANSHI,2018NIANHUWAIGUANGGAOXIANGGUANTOURONGZIFANGXIANGZHONG,43%JIZHONGZAIDIANTICHANGJING。

 

悠洋棋牌  CONGCHANYELIANTIAODEJIAODU,KANHUWAIMEITIDESHENGTAIGEJU

 

悠洋棋牌  YAOKANYIGECHANYEDESHENGTAIHUANJING,BIXUFENXITADECHANYELIANTIAO。

 

悠洋棋牌  WOMENRENWEI,HUWAIMEITIDECHANYELIANTIAOSHIDUANLIANTIAO,YEJIUSHIYOUMEITIZHIJIEJIECHUGUANGGAOZHU,SHENZHISHIYUEGUODAILIGONGSIZHIJIEHEGUANGGAOZHUQIANYUE。ZAIGUANGGAOXINGYEFAZHANCHUQI,YOUYUXINGYEBIAOZHUN、XIAOGUOZHIBIAODEBUWANSHAN,GUANGGAOZHUHEMEITIZHIJIANXUYAODAILISHANGLAIFUZHUJIAOYI。DANSHISUIZHEGEFANGDEGOUTONG、CHENGZHANG,YIJIJISHUDAILAIDEJIAOYITOUMINGDUTIGAO,BUGUANSHICHUANTONGHUWAIMEITI、SHUZIHUAHUWAIMEITI,DOUKEYIHEKEHUZHIJIEJINXINGJIAOYILE。

 

悠洋棋牌  HUWAIMEITIZHISUOYINENGGOUZUODAOZHEIXIE,SHIYINWEITOUBUGONGSIJUBEIZUITOUBUDEYOUZHILIULIANG,TONGSHIZHEIXIETOUBUGONGSIYOUBUYIYULIDIZAIQUANLIYONGBAOSHUZIHUADEBIANGE。WEILAIDEFAZHANQUSHIHENKENENGSHIYOUTOUBUGONGSIZIZHUYANFADETOUFANGXITONGLAIZHIJIEDUIJIEKEHU。

 

悠洋棋牌  FENZHONGDESHUZIHUAZHUANXING,JIUSHIWEIGUANGGAOTOUFANGQUANCHENGHUHANG。FENZHONGMUQIANYIJINGSHIXIANSHISHIKEJIANCE、SHUJUKEHUILIU、XIAOGUOKEPINGGU。TOUFANGQIANYIDASHUJUBIAOQIANWEIJICHUDEJINGZHUNXUANLOU,FUNENGQIANLOUQIANMIANDEJINGZHUNDINGWEI,YUNYONGDUOZHONGDE、FENGFUDUOWEIDEBIAOQIANTIXILAIJINGZHUNDINGXIANGQIANZAISHOUZHONG,SHIXIANDUOZHONGJINGZHUNDINGXIANGTOUFANGDEFANGSHI。TOUFANGZHONG,WOMENYOUJIYUWULIANWANGDEWANZHENGJIANCEJIANKONGPINGTAI,YISHUZIHUAHOUTAISHIXIANJINGXIHUATUISONG,CHENGXUHUADUIJIE。TEBIESHIFENZHONGYUYUNYINGSHANGGONGJIAN5GSHIYANSHI,JIANGWEIGENGJINGXITOUFANG、GENGGAOQINGSUCAI、GENGSHISHICHUANSHUTANSUOJIEJUEFANGAN。TOUFANGHOU,LIYONGDASHUJUJISHUJINXINGQUANLIANLUGUIYINZHUANHUAFENXIDEQUANMIANPINGGU,TIGAOHUOKEXIAOLV。LIRU,ZAI2018NIAN“SHUANG11”,FENZHONGYUTIANMAODEHEZUOZHONG,DAODIANJICHENGJIAORENQUNZHONGFENZHONGSHOUZHONGDEXIAOSHOUZHUANHUALVMINGXIANGENGGAO,ERQIEDUIXINKEDEZHUANHUALVGENGGAOYULAOKE,TIXIANCHUSHUZIHUAFENZHONGDEJIAOQIANGLAXINNENGLI。

 

  ZONGZHI,MEITIDEFAZHAN,BINGBUZUNXUNYUGERENDEPANDUAN,ERSHIYAOANZHAOKEHUXUQIU、ANZHAOPINPAIXUQIUQUFAZHAN,YAOWEIQIYEKEHUTIGAOXIAOGUOZHUANHUALV。DUANLIANTIAODEMOSHI,YESHISHICHANGXUANZEHEJINHUADEJIEGUO。JIUXIANGZAIHULIANWANGZAOQI,TOUFANGPINGTAIBANYANBIJIAOZHONGYAODEJIAOSE,DANSHIXIANZAI,BATDENGHULIANWANGJUTOUGONGSIZIJIDEXITONGJIUBANYANLEHENZHUYAODEJIAOSE,LAIZHIJIEDUIJIEGUANGGAOZHU。ZHEIYESHISHUZIHUAHUWAIMEITIDEYANBIANFANGXIANG。

 

悠洋棋牌  KANZHUNSANGEHONGLI,BAWOHUWAIMEITIDEYANJINQUSHI

 

  2018-2021NIANZHONGGUOBUTONGCHANGJINGHUWAIGUANGGAODEFUHEZENGZHANGLVSHUJUXIANSHI,LOUYUDIANSHIGENGGAO,WEI27.8%。YONGBAOSHUZIHUADEDIANTIMEITIJIANGXIANGYOUGENGGAODEZENGSU,WUYIDAIBIAOZHEXIANJINSHENGCHANLI。ZHEIYANGGAOZENGSUDEZENGZHANGKONGJIAN,ZUIKENENGTIXIANZAINAXIEFANGMIAN?

 

  CHENGSHIWEIDU:XIACHENSHENWADEHONGLI。WOMENDOUZHIDAO,YIXIANCHENGSHIZHUIQIUPINZHIXIAOFEI,XIANGDUIYINGDE4-6XIANDEDIXIANCHENGSHIHAICHUYUPINPAIXIAOFEIJIEDUAN。ERQIEYOUYUDIXIANCHENGSHIDERENKOUJISHUDA、BIANJIXIAOFEIQINGXIANGGAOYIJIDUIPINPAIDERENZHIDUDI,SUOYI,DIXIANSHICHANGJUBEIGENGDADEQIANZAIHUOLINENGLI。PINPAIHECHANPINZAISHICHANGXIACHENDESHIHOU,ZAIGUANGGAOCHUANBOFANGMIANYAOZUOHAOPEITAODECELVE,JIUNENGZHANJUSHICHANG。ZHEIGEGUOCHENGZHONG,DUIHUWAIMEITISHIYIZHONGJIYU,WEILAIHUWAIMEITIYAOJINQUANLIQUZHENGQUZHEIGEQIANZAIDEXINZENGLIULIANG。

 

  CHUHAIWEIDU:MOSHIFUZHIDEHONGLI。YIXIEZHENGCHUYUJINGJIKUAISUQIBUDEJIEDUAN,ZHONGGUOQIYECHUHAI,ZAIZHEIXIEDEJINGJIFAZHANZHONGJIANGHUODEHENDUODEJIHUI。FENZHONGSHUNYING“YIDAIYILU”CHANGYI,BUJINSHUCHUCHANPIN,ZHULIZHONGGUOPINPAIZOUXIANGSHIJIE,HAISHUCHUSHANGYEMOSHI,SHISHIGUOJIHUAZHANLVE,ZAIHANGUO、YINNI、XINJIAPOJIANLILEFENGONGSI。

 

  QUANYUWEIDU:SUANFAJIANMODEHONGLI。XIANZAIDEYIGETUCHUQUSHI,JIUSHIXIAOGUODAOXIANGDEGUANGGAOFENEYUELAIYUEDA,CHENGXIANCHUHENDADEQIANLIHEZENGZHANGQUSHI。XIANXIADEHUWAIMEITI,ZENMENADAOXIAOGUOGUANGGAODEYUSUAN?FENZHONGJIEHETIANMAODESHUJUHUILIU、LEIJIPINPAISHUJUZICHAN,TONGGUODUIXINGWEIDESHUJULIANGHUA,RANGPINPAIGUANGGAOJUBEILEXIAOGUOGUANGGAOTEZHENG,XINGCHENGZHENZHENGDEPINPAIGUANGGAOYUXIAOGUODEXIETONG。KEYISHUO,SUANFAZHUDAOLEYINGXIAOCHUANBOHESHANGYEYUNZUOXITONG,SHENZHIWANCHENGMEITIWUZHONGDESHENGJI。

 

  ZONGJIE

 

  YAOXIANGSUZAOXINGYE,LIBUKAIJISHUDESHENGJI、MOSHIDECHUANGXIN、DUIXIAOFEIZHEDESHENKEDONGCHA。WEILAI,ZHENGGEMEITI、SHANGYESHENZHIQUANSHIJIE,JIANGMEIYOUXIANSHANGHEXIANXIADEQUFEN。WEILAIGENGDUODESHISHUZIHUAHEFEISHUZIHUADEWUZHONGCHAYI。YINWEISHIXIANLESHUZIHUAHEMEIYOUSHIXIANSHUZIHUADEMEITIYIJINGBUSHIJIANDANDEQUFENHECHAYI,TAMENYIJINGSHIWANQUANBUYIYANGDEWUZHONG,ERBUYIYANGDEWUZHONGJIUJUEDINGLEBUYIYANGDEMINGYUN,YIJIBUYIYANGDEFAZHANQIANTUHECHENGZHANGKONGJIAN。


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