2019年,我国网络广告呈现以下发展特点:我国网络广告市场规模达4367亿元,占该年广告市场规模的50。50%。电商内容传播领衔广告头部市场,拼多多崛起;搜索广告遭遇互联网巨头市场壁垒,搜索巨头智能生态开拓广告发展新契机;人工智能短视频广告平台异军突起,字节系、快手成为广告业中的“黑马”;以“全球化产品、本土化内容”市场策略,开拓海外网络广告新市场。加强互联网广告监测合作与法律法规监管,推动用户隐私保护。
同时,中国网络广告发展存在以下问题和挑战:广告巨头之间存在不正当竞争和同质化发展、数据泄露、滥用数据话语权、丧失创新能力的风险;广告智能化走“黑”,侵害用户权益,形成舆论冲突、社会矛盾与广告“黑产”;网络广告异常流量、异常点击问题依然严重;走向海外的网络巨头广告变现能力遭遇发展瓶颈与挑战。
因此,建议采取以下应对措施:尊重网络传播规律,创新网上内容生态建设,增加我国网络广告的附加值与话语权;主流媒体要跟上5G移动互联网时代步伐,突破体制机制阈限,推动新媒体与网络广告实现新发展;加强网络平台的信息技术引领,推动广告市场的行业自律建设;促进全球广告技术竞争,完善网络广告法律法规,推动区域市场监督与广告制定标准建设。
<<China’s online advertising presents the following development characteristics:The scale of online advertising market in China is 436.7 billion yuan in 2019,which is 50.50% of the advertising market in the year. E-commerce content communication leads the head market of advertisement and strives for the rise of PinDuoDuo. Artificial intelligence short video advertising platform is emerging,and Bytes & Kwai become the unexpected winner of advertising industry. Search ads encounter market barriers of Internet giants,and search giant smart ecology opens up new opportunities for advertising development. With the market strategy of globalized products and localized content,some internet companies open up new overseas online advertising market. The relevant departments strengthen Internet advertising monitoring cooperation and supervision of laws and regulations,and promote user privacy protection simultaneously.
Inevitably,advertising has development problems and realistic challenges as follow. There are risks of data leakage,abuse of data discourse and loss of innovation among advertising giants. Intelligent advertisings take improper path,which infringe on the rights and interests of users,form public opinion conflict,social contradiction and advertising black production. The cashability of Internet giants’ advertisements going overseas encounters development bottlenecks and political challenges. The problem of abnormal traffic and abnormal click is still serious.
Therefore,the following countermeasures are recommended. Firstly,we should respect the law of network communication,innovate the ecological construction of online content,and increase the added value and discourse power of Internet advertising in China. Secondly,mainstream media should keep up with 5G mobile internet Era,break through the threshold of system and mechanism,and gain new breakthroughs and new developments in the use of new media and online advertising. Then,we should strengthen the information technology leadership of the network platform,and promote the construction of self-discipline in the advertising market. Finally,we should strengthen the competition of global advertising technology standards,and improve the construction of Internet advertising laws and regulations.
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