胜三（R3）：2022年中国媒体价格趋势预测报告（中译版）（13页）.pdf

1、2022 China Media Inflation ReportPrepared by R32022 年中国媒体价格趋势预测胜三编制January Report Summary 报告摘要The eleventh edition of R3s China Media Inflation report covers 2021 actual inflation and 2022 inflation forecasts.For this report,R3 referred to the public rate card of 700+media and buying policies of 20+

2、media agency holding groups and local media agencies.Digital ad spending is expected to grow 22%in 2021,while outdoor ad spending has rebounded,growing 42%between Q1 and Q3,thanks to the removal of restrictions on city-wide travel.Although there has been limited growth in the number of netizens,comp

3、lex consumer categories,diversification of creative forms,and changes in digital investment models,will increase the price of media although the base price remains steady.The actual investment amount will lead to a substantial increase overall.At this time,companies should evaluate whether the retur

4、n is reasonable.Within the BAT media group,short video apps and personalized content platforms like Douyin,Toutiao,and Tencent Flash Screen will have the highest inflation as algorithms tailor content to each user.Further integration of entertainment,livestreaming,social media,and commerce will stre

5、ngthen advertiser preference.Apps in Automobile,Sports and News categories are projected to have slight inflation,while apps in already crowded verticals like Mom&Baby and Beauty will maintain a flat price.该报告为媒体总体涨幅预测，并不依赖任何单一数据来源，胜三的涨幅预测被市场认为是最客观独立的观点之一。第十一版胜三中国发布的中国媒体价格趋势预测涵盖了2021年实际涨幅和2022年涨幅预测。

6、在编写此报告时，胜三参考了700多家媒体的市场公开刊例，20多家控股集团媒体代理商和本土媒体代理商的购买政策。2021年总体数字广告投放花费预计增长22%，而户外广告投放则因市级范围的旅行开放，已然回暖，第一到第三季度增长率已达42%。虽网民数量已少有增长，但因消费者附加标签繁杂，以及创意形式的多样化，而进一步推动的数字投的模型变化，将导致虽投放广告基础价格不高，但重重叠加人群包后的实际投放金额，将导致总体金额的大幅上涨，此时市场主应评估，加收部分费用的收益既表现是否合理。各类数字巨头旗下的短视频和个性化内容应用能利用算法为用户推送定制内容，如抖音、今日头条和腾讯系闪屏，价格涨幅将领跑行业。随