What Is Multimedia Advertising?

Media advertising is advertising on the traditional four major media (television, radio, newspaper, magazine) and mobile applications.

Media advertisement

Generally, each type of media has its strengths and weaknesses, combining two or more

According to data from the National Bureau of Statistics, China's GDP in the first three quarters of 2012 was 35,348 billion yuan, a year-on-year increase of 7.7%. Among them, the first quarter increased by 8.1%, the second quarter increased by 7.6%, and the third quarter increased by 7.4%. Among them, the growth rate in the third quarter hit a new low of 14 quarters since the second quarter of 2009. According to the 2012 China Advertising Market Ecological Survey conducted by the Advertiser Research Institute of Communication University of China, the proportion of advertisers' marketing promotion expenses to sales in 2012 dropped to a historical low, only 8.5%. The direct impact of the tightening of advertiser budgets is that the media advertising market is facing a cold winter. According to Changrong Communication data, China s advertising market in the first half of 2012 increased by 4.2% year-on-year, the lowest in five years. In 2012, only 56.2% of the interviewed media achieved actual advertising revenue growth in the first half of the year. However, 24.7% of the interviewed media's actual advertising revenue fell in the first half of 2012, becoming the second highest point of decline in 10 consecutive years (the first highest point was in 2009, and the proportion of media in which actual advertising revenue fell in that year reached 29.8% (See Figure 1 for details).

In terms of media, TV, radio, and the Internet have maintained a certain growth, but the growth rate of TV media ads is only 4.7%, showing a slowdown. Although broadcast media led traditional media with 13.5% growth, it was higher than the same period last year. The high growth rate of 50.5% has fallen sharply; the magazine s year-on-year growth rate is only 11.1%, and the growth rate has slowed down; although the Internet has maintained a high growth rate of 25.7%, it is obviously less powerful than last year. The newspaper media experienced a 7.4% decline, the largest decline in recent years.