CTR Media Research believes that the current media ecosystem is basically a three-way standoff: traditional media represented by CCTV has the advantages of high coverage and high credibility, Internet media represented by BAT has the attributes of high connectivity and strong interaction, and new life-scene media represented by Focus Media has the quality of high reach and high matching.

Small Trend 1: New media grows against the trend CTR data shows that in 2016, China's traditional media market declined by 6% year-on-year, and only new media grew against the trend. Driven by mobile Internet, Internet advertising grew by 18.5%, and life-scene media continued the growth of 2015, with elevator TV advertising increasing by 22.4%, elevator poster advertising by 24.1%, and cinema video advertising by 44.8%.

Small Trend 2: Audience profiling, programmatic buying, DSP, RTB, cross-screen tracking, and integration of brand and effect are questioned Nielsen China research believes that digital advertising is growing larger, but ROI is moving in the opposite direction. The most typical and biggest change in China's advertising market is the shift of advertising investment from traditional TV to digital media, and the internal structure of digital advertising is rapidly transforming to mobile. Nielsen data shows that 71% of digital media advertising investment in China is wasted. On one hand, advertisers are increasing their investment in digital advertising; on the other hand, the ROI does not match. According to Nielsen research, for digital advertising in the FMCG category in China, the return per 1 yuan of advertising investment dropped from 2.4 yuan in 2012 to 1.36 yuan in 2015. Issues such as false data, non-human clicks, and bot traffic have shrouded performance marketing in mystery.

Small Trend 3: Mainstream audiences are drifting away from traditional TV China's TV advertising continued to decline in 2015 and 2016. Mainstream audiences in large cities and developed areas rarely watch TV now. The real viewership is concentrated in regions such as Gansu, Ningxia, Shaanxi, Yunnan, and Guizhou. Based on a TV population of 1 billion, data shows that even the strongest 4% rating program of a satellite TV in the past three years covers 40 million people, of which the mainstream population with monthly income above 5,000 yuan accounts for only 8-12%, about 3-5 million.

Small Trend 4: People rarely pay attention to ads on the Internet Mainstream audiences have all gone to the Internet, but on the other hand, people rarely pay attention to ads on the Internet. So mainstream audiences basically don't watch TV. Mainstream audiences spend 4-5 hours on mobile Internet, Weibo, WeChat, and news apps, but consumers mainly look at content rather than ads. They remember social hot topics and events, and rarely notice ads. Advertisers on Weibo, WeChat, and news apps will mainly rely on PR and topics in the future, creating content that can be spread.

Small Trend 5: On mobile, the less an ad looks like an ad, the more attractive it is Originally, feed ads looked like news. If the headline was attractive, it would bring attention and clicks. The new advertising law requires that ads be clearly labeled with the word "advertisement" so users can easily identify them, which will greatly affect the effectiveness of advertising. On online platforms, to truly ignite the mainstream, it is often necessary to leverage major social events and topics; otherwise, all careful designs often become self-entertaining small-circle communication. Moreover, the core information that brands want to convey often conflicts with consumers' reading preferences. It is difficult to achieve both high clicks and accurate expression of the brand's core proposition. Successful social media explosions that can grab headlines, like Xiaomi and Chu Orange, are rare.

Small Trend 6: Video pre-roll ads must bet on hit dramas There are about 600 TV dramas on major platforms each year. For video pre-roll ads, you must bet on hits like "Descendants of the Sun," "The Mystic Nine," and "Ode to Joy." Only by betting on blockbusters can you achieve results. Moreover, mainstream audiences paying monthly subscriptions to watch without ads will affect video advertising revenue. But in recent years, China's paying video users have grown from 60 million to 250 million, and user payments will replace advertising as the core model for video sites.

Small Trend 7: The value of life-scene media is emerging Embedding brands into the life scenes that urban mainstream audiences must pass through, such as elevator media in apartment buildings and office buildings, cinema pre-movie ads, and airport ads, achieves forced reach to users. In the era of media fragmentation, this is increasingly becoming the preferred way to ignite brands. Compared to online media's form of actively seeking target user groups, offline media uses the media consumption gaps in users' daily life environments to achieve high-frequency dissemination and effective reach of embedded ads. This kind of life-scene media exists stably in the life and work scenes of mainstream audiences for a long time, and is most capable of achieving concentrated influence on mainstream audiences.

Small Trend 8: The Internet traffic dividend has ended Mobile Internet users' daily viewing time share has fully surpassed traditional media, but information overload, information explosion, and too many choices have caused consumers' attention to be scattered. Consumers read and forget at the same time. Luo Zhenyu pointed out in his New Year's speech: The Internet population dividend is over. You thought the mobile Internet was borderless and endless, but now traffic growth has stopped, and traffic is becoming more and more expensive. Dividing limited time by infinite information results in zero. A piece of information in the future Internet world will basically tend not to spread.

Small Trend 9: Occupying "early adopters" is the key to brand ignition Early adopters play a crucial role in igniting new products and new brands. They act as experts and promoters in the innovation diffusion process. They represent the most cutting-edge consumption power and influence a large group of followers. Therefore, advertising communication needs to start with "early adopters," quickly occupy their minds, and thus quickly ignite the brand in a short time. The profile of early adopters includes celebrities, business people, knowledge elites, and urban white-collar workers. "Occupying" them, and then through their extensive social networks, new things, new ideas, and new products are promoted to the whole society.

Small Trend 10: Media is the channel In the mobile Internet era, with complete commercial infrastructure such as Tmall and JD.com, how consumers discover you becomes even more important than how they consume you. Media is the channel. As long as consumers know you, they can find you. Media is the channel; finding the right media also means finding the right channel. Therefore, the more important thing for advertisers to do now is to let consumers discover you.

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