全球情报：通信新时代的数据与启示（英文版）_17页-3mb

Global Intelligence Summary

Core Content

Global Intelligence is a quarterly publication by Publicis Media, offering insights and data on the evolving advertising landscape. It provides a mix of forecasts, trends, and expert commentary on digital and traditional media, marketing technology, and brand performance. The document highlights the ongoing digital transformation in the advertising industry, emphasizing the increasing share of online advertising and the role of AI and automation in shaping future marketing strategies.

Main Points

• Digital Transformation: The advertising market has seen a significant shift toward digital, with internet advertising accounting for 38% of global adspend in 2017, up from 16% in 2010.
• Future Projections: Internet advertising is expected to grow to 40% of adspend in 2018 and 45% in 2019. By 2020, it will account for 44.6% of global adspend.
• Global Ad Spend Growth: The global ad market is expected to grow by 4.6% in 2018, with confidence rising due to improved economic conditions in China, Argentina, and other markets.
• Market Recovery: France is recovering from the eurozone crisis, with internet advertising leading growth, particularly in video, mobile display, and mobile search.
• Economic Impact: Adspend in China is expected to grow 8% in 2018, driven by strong industrial and economic performance. The Philippines and Ireland are also noted as fast-growing markets.
• Advertising Confidence: Despite concerns about the effectiveness of some digital investments, there's no evidence of a retreat from online advertising. Advertisers are investing in technology, data, and innovation to enhance brand engagement.
• Key Challenges: Traditional media such as television and radio are struggling, while outdoor and print media are shrinking. The football World Cup, Euro championship, and Summer Olympics are expected to boost adspend in 2018 and 2020.
• AI and Innovation: Start-ups and tech companies are leveraging AI for personalisation, recommendation engines, and automation, improving conversion rates and consumer engagement.

Key Information

Ad Spend Forecasts

• Global Ad Spend: Expected to reach US$578bn in 2018.
• Online Advertising: Will grow to 40.2% of global adspend in 2018, up from 37.6% in 2017.
• Market Growth:
  • China: Expected to grow 8% in 2018.
  • Argentina: Forecasted to grow 1% in 2018.
  • Philippines: Growth increased from 11% to 22%.
  • Ireland: Growth increased from 1% to 7%.

Digital Media Trends

• Internet Advertising: Grew by 13.0% in 2017, outperforming expectations. It is expected to grow 10.9% in 2018, 10.1% in 2019, and 9.3% in 2020.
• Video, Mobile Display, and Mobile Search: These are the fastest-growing segments of internet advertising, with 23.0%, 25.6%, and 18.3% growth rates, respectively.
• Television: Expected to be flat in 2018, shrink 0.5% in 2019, and 1.0% in 2020 due to competition from online video.
• Radio and Print: Both are shrinking, with print media expected to decline by 7–8% annually.

Marketing Tech Highlights

• AI and Automation: Start-ups like Spectr m, Opearlo, Facenote, and Formisimo are using AI to improve user engagement and conversion rates.
• Conversational AI: Spectr m develops bots for messenger apps, enabling brands to engage in real-time conversations with consumers.
• Voice Interaction: Opearlo helps brands create voice-based products and services for platforms like Amazon Alexa and Google Home.
• Facial Recognition: Facenote enables offline stores to personalise customer experiences using facial recognition.
• Machine Learning: Formisimo uses machine learning to increase conversions on web forms and checkouts.

Alcohol Brand Challenges

• Regulatory Constraints: Alcohol brands face increased legal restrictions on paid advertising, making them vulnerable to changes in legislation.
• Alternative Strategies: Brands are encouraged to use owned media and social media to maintain engagement and avoid regulatory issues.
• Consumer Engagement: Social media platforms offer a way to build brand awareness and loyalty through targeted content and interaction.

Conclusion

Global Intelligence highlights the continued dominance of digital advertising, the growth of AI and automation, and the evolving role of traditional media. It also underscores the importance of owned and social media for brands facing regulatory challenges, particularly in the alcohol sector. The report provides valuable insights into how the advertising landscape is shifting and the opportunities emerging for brands that adapt to these changes.