[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"header-categories":3,"article-detail":62},["Reactive",4],[5,23,35,48],{"orderNumber":6,"withAd":7,"h1":8,"pid":9,"title":10,"type":11,"metaDescription":12,"content":13,"metaKeywords":14,"top":15,"modified":16,"id":6,"slug":17,"summary":18,"created":19,"count":20,"withTop":7,"parentId":9,"withMenu":15,"withRecommend":7,"metaTitle":21,"layerNumber":9,"siteId":9,"layerString":22},1,false,"互联网广告知识与变现指南",0,"广告小课堂","category","广告小课堂汇聚互联网广告行业动态与移动广告变现干货，覆盖开屏广告、广告SDK与投放策略，帮你掌握广告变现要点，实现收益稳步增长。般芸聚合科技。","客户案例分享","广告小课堂,互联网广告,广告变现,广告SDK,开屏广告",true,"2026-11-04 15:24:04","case","客户通过与我们合作，成功提升了品牌知名度并实现了营销显著增长。","2023-01-16 13:36:56",83,"广告小课堂 - 互联网广告知识 | 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15:27:50",10,"employee","我们公司的员工团结友爱，互相尊重，形成了和谐融洽的工作氛围。大家相互支持、相互鼓励，共同努力实现个人目标和公司使命。他们是我们公司最宝贵的财富，也是我们共同成长的伙伴。","2024-09-26 16:43:30",44,"京彩就业 - 校园招聘信息 | 般芸聚合科技",{"article":63,"alternate":91,"related":92,"latest":101},{"orderNumber":9,"showImage":64,"title":65,"metaDescription":66,"content":67,"metaKeywords":68,"withAllowSearch":15,"modified":69,"viewCount":70,"id":71,"lang":72,"slug":73,"summary":74,"thumbnail":64,"withHot":7,"withLeadNews":7,"author":75,"created":76,"withTop":7,"highlightContent":77,"userId":78,"highlightTitle":65,"commentStatus":7,"commentCount":9,"thumbnailToContent":15,"withRecommend":7,"metaTitle":79,"editMode":80,"siteId":9,"user":81,"status":89,"categoryId":90},"\u002Fattachment\u002F20230117\u002F6b1ae64f0d1c4fb49602833b3ed7e595.jpg","深度剖析2022上半年广告市场","解析2022上半年广告市场波动与反脆弱途径，CTR数据显示快消品行业投放稳定，食品与饮料行业成核心支柱。探索主流媒体在短视频平台的融合创新，内容营销如何驱动经营转化。了解存量时代下广告主应对行业风口与监管变化的策略，获取行业趋势洞察。","\u003Cp class=\"p\" style=\"margin-left:0.0000pt;mso-pagination:widow-orphan;text-indent:0.0000pt;\">\u003Cspan style=\"color:rgb(84,84,84);font-family:宋体;\">\u003Cspan style=\"font-size:12.0000pt;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-spacerun:'yes';\">   2022年，随着品牌营销的内外部环境发生深刻变化，当下已进入增长惯性有限、营销资源有限的存量时代。根据CTR数据显示，2022上半年广告市场整体同比下滑11.8%。\u003C\u002Fspan>\u003C\u002Fspan>\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:宋体;\">\u003Cspan style=\"font-size:12.5000pt;font-style:normal;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\"> \u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"mso-pagination:widow-orphan;\">\u003Cspan style=\"background-color:rgb(255,104,39);color:rgb(255,255,255);font-family:宋体;\">\u003Cb style=\"mso-bidi-font-weight:normal;\">\u003Cspan class=\"text-big 15\" style=\"letter-spacing:0.4000pt;mso-ansi-font-weight:bold;mso-shading:rgb(255,104,39);mso-spacerun:'yes';\">\u003Cstrong>市场频繁波动，广告主持续寻找反脆弱途径\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"\u002Fattachment\u002F20230117\u002F46bd082257b3419f88d38373da97c73e.png\">\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:justify;text-indent:21.0000pt;text-justify:inter-ideograph;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:宋体;\">\u003Cspan style=\"font-size:12.5000pt;font-style:normal;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\"> \u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:justify;text-indent:21.0000pt;text-justify:inter-ideograph;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(84,84,84);font-family:宋体;\">\u003Cspan style=\"font-size:12.0000pt;font-style:normal;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\"> 广告数据上看，从2020年起，广告市场整体波动性加大，近三年的广告刊例花费波动差额在30个百分点以上。各广告渠道均出现不同程度的浮动变化，支柱性行业也随市场波动有所变动。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:left;text-indent:0.0000pt;\">\u003Cspan style=\"background-color:rgb(255,104,39);color:rgb(255,255,255);font-family:宋体;\">\u003Cb style=\"mso-bidi-font-weight:normal;\">\u003Cspan class=\"text-big 15\" style=\"font-size:12.5000pt;font-style:normal;letter-spacing:0.4000pt;mso-ansi-font-weight:bold;mso-shading:rgb(255,104,39);mso-spacerun:'yes';text-transform:none;\">\u003Cstrong>快消品投放稳定，部分行业随市场波动沉浮\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:justify;text-indent:21.0000pt;text-justify:inter-ideograph;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(84,84,84);font-family:宋体;\">\u003Cspan style=\"font-size:12.0000pt;font-style:normal;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\"> 整体行业，快消品在近几年始终占据广告市场的头部位置，特别是食品与饮料行业。两大行业是满足居民基本生活的重要行业，囊括众多既可适应消费升级需求，又可适应疫情时期的方便、营养补充需要的品类。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:justify;text-indent:21.0000pt;text-justify:inter-ideograph;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:宋体;\">\u003Cspan style=\"font-size:12.5000pt;font-style:normal;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\"> \u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"\u002Fattachment\u002F20230117\u002F35b7f56d2cf9427c8ea8d8c2db583756.png\">\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:left;text-indent:0.0000pt;\">\u003Cspan style=\"background-color:rgb(255,104,39);color:rgb(255,255,255);font-family:宋体;\">\u003Cb style=\"mso-bidi-font-weight:normal;\">\u003Cspan class=\"text-big 15\" style=\"font-size:12.5000pt;font-style:normal;letter-spacing:0.4000pt;mso-ansi-font-weight:bold;mso-shading:rgb(255,104,39);mso-spacerun:'yes';text-transform:none;\">\u003Cstrong>融合创新以内容营销驱动经营转化\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fb>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:justify;text-indent:21.0000pt;text-justify:inter-ideograph;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(84,84,84);font-family:宋体;\">\u003Cspan style=\"font-size:12.0000pt;font-style:normal;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\">2022年，主流媒体融合持续创新，特别是活跃于新媒体领域，在包括微博、微信、短视频平台、自有APP和其他第三方平台等五大渠道实现全面覆盖、深入触达的矩阵布局，账号规模近万。CTR监测数据显示，2022年上半年，主流媒体短视频账号在规模上一马当先，总数量接近4000个，在短视频平台上有效保持了主流媒体的传播力和影响力。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:justify;text-indent:21.0000pt;text-justify:inter-ideograph;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(84,84,84);font-family:宋体;\">\u003Cspan style=\"font-size:12.0000pt;font-style:normal;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\">这些以主流媒体的优质背书和媒体优势为原点，以内容为主体，以创新思维为路径的方式，将媒体的传播变得有趣、生动、深入人心、激发消费者情感共鸣，将媒体融合实践进阶到新的层面。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:justify;text-indent:21.0000pt;text-justify:inter-ideograph;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(84,84,84);font-family:宋体;\">\u003Cspan style=\"font-size:12.0000pt;font-style:normal;letter-spacing:0.4000pt;mso-font-kerning:0.0000pt;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\">总体看，2022年广告主普遍抗压性提升，但随着行业风口的流动，监管环境的变化，营销方式的转变，市场不确定性增加。存量时代本身具有增长慢、回报低、周期长的特征，即便是处在增量时代，广告营销的策略也需我们不断的探索与分析。\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p\" style=\"background-color:rgb(255, 255, 255);margin:0.0000pt 0.0000pt 18.0000pt;mso-pagination:widow-orphan;padding:0pt;text-align:justify;text-indent:0.0000pt;text-justify:inter-ideograph;\">\u003Cspan style=\"background-color:rgb(255,255,255);color:rgb(34,34,34);font-family:宋体;\">\u003Cspan class=\"15\" style=\"font-size:12.5000pt;font-style:normal;letter-spacing:0.4000pt;mso-ansi-font-weight:bold;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\">——转载\u003C\u002Fspan>\u003Cspan class=\"15\" style=\"font-size:12.0000pt;font-style:normal;letter-spacing:0.4000pt;mso-ansi-font-weight:bold;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\">《\u003C\u002Fspan>\u003Cspan class=\"15\" style=\"font-size:12.5000pt;font-style:normal;letter-spacing:0.4000pt;mso-ansi-font-weight:bold;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\">五大维度详解2022上半年广告市场\u003C\u002Fspan>\u003Cspan class=\"15\" style=\"font-size:12.0000pt;font-style:normal;letter-spacing:0.4000pt;mso-ansi-font-weight:bold;mso-shading:rgb(255,255,255);mso-spacerun:'yes';text-transform:none;\">》\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>","存量时代,广告市场,营销资源,CTR数据,快消品,食品行业,饮料行业,内容营销,主流媒体,短视频平台,媒体融合,反脆弱途径,广告主,行业风口,监管环境","2026-01-04 00:39:17",170181,12,"zh_CN","market","2022年品牌营销内外部环境深刻变化，市场进入增长惯性与营销资源双有限的存量时代。CTR数据显示，2022上半年广告市场整体同比下滑11.8%，且自2020年起市场波动性显著加大，近三年广告刊例花费波动差额超30个百分点，各广告渠道及支柱性行业均随市场出现不同程度浮动，广告主持续寻求反脆弱途径。 行业投放层面，快消品近年始终占据广告市场头部位置，其中食品与饮料行业作为保障居民基本生活的重要领域，因涵盖适配消费升级及疫情时期便捷、营养需求的多元品类，投放表现稳定，而部分行业则随市场波动沉浮。 营销模式上，2022年主流媒体融合创新持续推进，通过覆盖微博、微信、短视频平台等五大渠道的矩阵布局（账号规模近万）实现深度触达，其中短视频账号规模近4000个，有效巩固了传播力与影响力。这类营销以主流媒体优质背书为原点，以内容为核心、创新思维为路径，增强传播趣味性与感染力，激发消费者情感共鸣，推动媒体融合实践迈向新高度。总体而言，2022年广告主抗压性普遍提升，但市场受行业风口、监管环境、营销方式变化等因素影响，不确定性增加，存量时代的营销策略仍需持续探索分析。","香怡","2022-09-06 17:28:00","2022年，随着品牌营销的内外部环境发生深刻变化，当下已进入增长惯性有限、营销资源有限的存量时代。根据CTR数据显示，2022上半年广告市场整体同比下滑11.8%。 市场频繁波动，广告主持续寻找反脆弱...",6,"2022广告市场趋势：存量时代营销策略与行业洞察 | CTR数据解读","html",{"emailStatusOk":7,"statusLocked":7,"mobileStatusOk":7,"englishNickname":82,"nickname":83,"statusReg":7,"id":78,"created":84,"sourceString":22,"avatar":85,"url":86,"statusOk":7,"detailUrl":87,"username":88},"剧剧神有话说","碎碎念","2023-01-16 18:01:43","\u002Fstatic\u002Fcommons\u002Fimg\u002Favatar.png","\u002Fuser\u002F6","\u002Fadmin\u002Fuser\u002Fdetail\u002F6","liuwei","normal","1",null,{"prev":93,"next":97},{"id":94,"slug":95,"title":96,"categoryId":6},13,"advertisement","高收益！高填充！高留存！APP广告变现经验分享",{"id":98,"slug":99,"title":100,"categoryId":6},11,"entrance","多元广告入口+多元变现模式，提升阅读APP收益增长空间！",[102,109,116,122],{"id":103,"slug":104,"title":105,"thumbnail":106,"createTime":107,"author":108,"categoryId":6},12552,"zhitong-sdk-double11","双十一流量来了，智通SDK也更新了！","\u002Fattachment\u002F20260924\u002F93ca582dca3f46ca8b4d57efc365bc92.png","2026-09-24 18:02:00","显微观察望京小王",{"id":110,"slug":111,"title":112,"thumbnail":113,"createTime":114,"author":115,"categoryId":6},10551,"splash-screen-ad-revenue-growth","“开屏广告没了”频上热搜？行业暴击之下，APP商业化变现的破局之道","\u002Fattachment\u002F20260627\u002F17bac8a513fc456ba628138048b8dd45.png","2026-06-27 22:28:00","admin",{"id":117,"slug":118,"title":119,"thumbnail":120,"createTime":121,"author":75,"categoryId":6},220,"image2-ai-design-productivity-guide","不敢相信！Image 2 已经进化到这种地步了？","\u002Fattachment\u002F20260424\u002F584b651b3a9b4e379286fcddc7a2e725.jpg","2026-04-24 18:50:48",{"id":123,"slug":124,"title":125,"thumbnail":126,"createTime":127,"author":75,"categoryId":6},216,"2025-advertising-industry-report-china","我国广告产业收入突破2万亿元！","\u002Fattachment\u002F20260413\u002Fa0b68e953c5d4d668a4d5c93572ef188.jpg","2026-04-13 11:25:00"]