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数字化广告比重日益扩大2015年总媒介花费预计将达到5248亿元人民币,相当于2009年的两倍,而且随着互联网营销的发展,媒体投资的分配发生了巨大变化。随着互联网营销的发展,媒介投资的分配发生了显著变化。2014年,电视广告支出首次下降到不足媒体开支的一半,而互联网广告支出则占到媒体开支的近三分之一。用于户外广告、平面广告和广播广告的开支共占媒介支出的五分之一,这部分支出并未出现增长,甚至还略有下降。2009年,互联网广告总支出仅为207亿元,占媒介开支的8%,但在2014年,这项支出有望增长六倍,达到1483亿元,在媒介开支中占据31%的份额。
Increasing proportion of digital advertising The total media spend in 2015 is expected to reach 524.8 billion yuan, equivalent to twice the amount in 2009, and with the development of Internet marketing, the distribution of media investment has undergone tremendous changes. With the development of Internet marketing, the distribution of media investment has undergone significant changes. For the first time in 2014, TV advertising spending dropped to less than half of media spending, while Internet advertising spending accounted for nearly one-third of media spend. Expenditure on outdoor advertising, print ads and radio ads accounted for one-fifth of the media spend, which did not show any increase or even a slight decline. In 2009, the total expenditure on Internet advertising was only 20.7 billion yuan, accounting for 8% of the expenditure on media. However, in 2014, this expenditure is expected to increase sixfold to reach 148.3 billion yuan, accounting for 31% of the total media expenditure.