2022 年中国媒体价格趋势预测

2022 China Media Inflation ReportPrepared by R32022 年中国媒体价格趋势预测胜三编制January 2022www.rthree.com Report Summary 报告摘要The eleventh edition of R3'sChina Media Inflation report covers 2021 actual inflation and 2022 inflation forecasts. For this report, R3referred to the public rate card of 700+ media and buying policies of 20+ 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 Q1and Q3, thanks to the removal of restrictions on city-wide travel.•Although there has been limited growth in the number of netizens, complex 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 return 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 strengthen 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。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。随着娱乐、直播、社交媒体和商业进一步整合，广告商对于此类应用的偏好将只增不减。•汽车、体育和新闻类应用有微小涨幅，母婴和美妆等饱和垂类应用价格与往年持平。This report is an overall media inflation forecast. We do not rely on any one single data source, and R3’s inflation forecast is believed to have one of the most objective and independent views. 1Methodology方法论 DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIESR3 Media Pool 胜三媒体数据库4100% 1st Party Data100%一方数据Large Scale规模庞大Continuously Updating持续更新Fine Granularity精细化Coverage覆盖范围All data is directly from R3media audit projects which cover over 40 billion in net media spend annually.所有数据直接来自涵盖每年四百余亿媒体净价的胜三媒体审计项目。Covering full media includes digital, TV, OOH, radio and print. Includes various purchase models.涵盖全部媒体，包括数字媒体、电视、户外、广播和平面。包括多种购买模式。Most updated data accumulation.最新的数据积累。Media cost and pricing policy is by individual ad format level.媒体费用和价格政策精细化到单个广告形式和点位。•Media Net Cost•Media KPI•Media Ratecard•Media Rebate•媒体净价•媒体KPI•媒体市场刊例价•媒体返点 2Media Inflation Factors &Forecasts媒体价格上涨因素与预测概要 DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIESKey Takeaways From China’s 2022 Media Inflation Trends中国2022媒介涨幅趋势关键影响6There are 19 -22 specific digital loading fees categorized under 8 types, and marketers need to obtain more transparency on loading fee types in order to minimize the cost impact. 市场主需要进一步了解并评估，数字广告报价中常规8 大类加载费下细分的19 ~ 22 种费率，以确保额外费用增加的效率。As for display media YOY ratecardstrategy, Douyinkeeps cost constant on basic ad formats, but drives cost up to 20% -70% by creating new innovative formats as way to drive the growth of ad revenue.以抖音为例，常规广告形式净价仅有微小变动，但通过更多细化的投放模式，及其附带的约20% ~70%的价格增长，将推动数字巨头的广告收入增长，这就是近来及未来展示类媒体净价同比年增长的战略。As more budget is allocated to biddable platforms, performance needs to be evaluated and benchmarked.更多的营销预算将会被分配到竞价媒体平台，而投放表现也将被进一步的评估和衡量。With a 6% net cost increase, loading fees are an essential part of cost structure with varied new creative formats.数字巨头们倡导的细化投放模型，将导致加收费净价呈6%增长。In 2022, OOH will keep resilience with 6% inflation on rate card and 3% on net. 2022年，OOH的净价与报价将持续6%和3%的通胀率。Short video and social platforms lead all categories and projected to increase 5% and 7% on net cost respectively. 短视频和社交平台为涨幅之首，预计净价将分别增长5%和7%。With the development of Digital TV & Radio, traditional formats have all been impacted and estimated minus inflation on net cost. 随着数字电视和数字广播的发展，传统形式都受到了冲击，预计传统电视及广播的净价将呈负指数增长。 DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIESProduction Output and Consumer Confidence Showed a Stable Recovery Trend in Q1-Q3 20212021年第一到第三季度生产总值和消费者信心指数稳健恢复7China's GDP growth rateof 2021 continued to recover with overall control of COVID-19.2021年，新冠疫情基本得到控制，中国GDP增速持续恢复。China’sConsumerConfidenceIndexincreased significantly in 2021 Q1-Q3 with China’s economic recovery.随着中国经济回暖，消费者信心指数在2020年上半年显著提升。Data Source: National Bureau of Statistics of China DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIESDigital Continued to Maintain Strong Growth数字花费保持强劲增长With economic recovery, total ratecardspending increased slightly; OOH showed a significant growth trend in Q1-Q3 2021随着经济复苏，整体刊例价有小幅度上升；2021年第一到第三季度户外广告投放显著增长。82019201820172016-7.4%+2.9%+4.3%-0.6%Short Video Users短视频用户•888 million