研報掘金丨中金:維持分衆傳媒“跑贏行業”評級,目標價9.2元
中金公司研報指出,分衆傳媒(002027.SZ)擬收購新潮傳媒,整合提效釋放潛能。新潮傳媒過往專注於社區戶外視頻廣告和平面框架廣告業務、專注於家庭消費場景,具備全時獨佔、小區全覆蓋等優勢。認爲此次收購將進一步提升分衆傳媒的媒體網絡效能,將分衆整體媒體資源覆蓋密度和結構進行升級優化。此外,分衆數字化技術(後鏈路投放測效等)與新潮過往積累的社區數據能力結合,有望進一步提升整體競爭力,鞏固行業龍頭地位。公司同時表示,通過本次交易,雙方可共建技術研發平臺,打造基於AI驅動的全新行業解決方案,藉助雙方在數字化方面的不同技術優勢,加速構建“AI+線下”的全場景廣告生態,進一步提升上市公司整體技術實力和服務競爭力。維持“跑贏行業”評級及目標價9.2元不變。
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