You are browsing the Hong Kong website, Regulated by Hong Kong SFC (CE number: BJA907). Investment is risky and you must be cautious when entering the market.
2019年中国食品饮料类网络广告营销报告
格隆汇 08-28 09:32

作者:艾瑞

来源:艾瑞咨询

核心摘要:

食品饮料行业作为基础性消费产业,其发展与宏观经济形势联系密切。近年来,得益于国民可支配收入的稳步提升,食品饮料行业一直保持着持续增长态势,这一趋势也反映在食品饮料行业广告主的营销投入上。根据艾瑞咨询多平台网络广告监测数据库AdTracker显示,2018年食品饮料行业在展示类网络广告营销投入指数中位列第三位,同时保持着高达37.4%的环比增长率,上行态势明显。

在软性广告植入上,根据艾瑞咨询多平台网络广告监测数据库AdTracker显示,食品饮料行业以9.1亿的营销投入位列全行业榜首,在总体投入中占比近三成,覆盖2018.7-2019.9期间首播的八成热播网剧、网综和动漫,成为软广植入领域当之无愧的重量级玩家。

展示类网络广告营销中,伴随着优质媒体资源,尤其视频内容的争夺日趋激烈,以视频贴片广告作为主要投入形式的食品饮料行业在2019上半年投放天次有所下降,但季节周期性波动依旧明显,优化调整营销资源分配,收缩创意资源、创意精致化成为趋势。

具体到行业内部格局而言,伴随着“二胎热”的退潮,乳品尤其奶粉作为小行业营销投入头名的优势逐渐削减,而茶饮因其健康和功能标签收到消费者追捧,成为近年来迅速崛起的小行业之一。经历了销量连续不佳,碳酸饮料在加持“无糖”、“纤维”概念后重新加码营销投入,意欲夺回年轻人市场。

Follow us
Find us on Facebook, Twitter , Instagram, and YouTube or frequent updates on all things investing.Have a financial topic you would like to discuss? Head over to the uSMART Community to share your thoughts and insights about the market! Click the picture below to download and explore uSMART app!
Disclaimers
uSmart Securities Limited (“uSmart”) is based on its internal research and public third party information in preparation of this article. Although uSmart uses its best endeavours to ensure the content of this article is accurate, uSmart does not guarantee the accuracy, timeliness or completeness of the information of this article and is not responsible for any views/opinions/comments in this article. Opinions, forecasts and estimations reflect uSmart’s assessment as of the date of this article and are subject to change. uSmart has no obligation to notify you or anyone of any such changes. You must make independent analysis and judgment on any matters involved in this article. uSmart and any directors, officers, employees or agents of uSmart will not be liable for any loss or damage suffered by any person in reliance on any representation or omission in the content of this article. The content of the article is for reference only and does not constitute any offer, solicitation, recommendation, opinion or guarantee of any securities, virtual assets, financial products or instruments. Regulatory authorities may restrict the trading of virtual asset-related ETFs to only investors who meet specified requirements. Any calculations or images in the article are for illustrative purposes only.
Investment involves risks and the value and income from securities may rise or fall. Past performance is not indicative of future performance. Please carefully consider your personal risk tolerance, and consult independent professional advice if necessary.
uSMART
Wealth Growth Made Easy
Open Account