《大行報告》瑞銀引述內地廣告代理商料今年收入增長10% 行業看好騰訊(00700.HK)
瑞銀發表報告引述專家預測,中國廣告市場去年第四季按年增長8%,較去年第三季按年增長12%放緩,受監管收緊及傳統行業需求更疲弱影響。內地廣告代理專家預期今年中國互聯網行業網上廣告按年增長10%,較去年增長7.5%加快,但增長將取決於網遊監管對相關廣告的影響。
該行繼續預測中國廣告業將出現滯後的復甦,年增長率達15%。短視頻平台、廣告庫存增加及廣告科技升級的公司將跑贏同業。該行依次偏好騰訊(00700.HK)、快手(01024.HK)、分眾傳媒及百度(09888.HK)。
瑞銀認為騰訊(00700.HK)在兩方面對比同業優勝:微信生態圈內的閉環廣告,更多商戶認同其更佳轉化率及更高客戶生命價格的價值,以及動力仍非常強勁的視頻號。
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