--- title: "WanLian Security: The advertising market will steadily advance in 2024, and the prosperity of ladder media channels will be maintained" type: "News" locale: "en" url: "https://longbridge.com/en/news/228973772.md" description: "WanLian Securities released a research report indicating that the advertising market will steadily grow in 2024, with overall spending increasing by 1.6% year-on-year. The food industry remains the largest in terms of advertising volume, with a slight increase of 1.1%. Advertising spending in the entertainment, cosmetics, telecommunications, and apparel industries has significantly increased, with growth rates exceeding 20%. Outdoor advertising channels such as elevator LCDs and posters have performed outstandingly, driving market growth. It is expected that elevator media will still be a core value track in 2025" datetime: "2025-02-20T07:05:04.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/228973772.md) - [en](https://longbridge.com/en/news/228973772.md) - [zh-HK](https://longbridge.com/zh-HK/news/228973772.md) generator: "portal-rs" --- # WanLian Security: The advertising market will steadily advance in 2024, and the prosperity of ladder media channels will be maintained According to the Zhitong Finance APP, WanLian Securities has released a research report stating that in 2024, the advertising market will continue to rise year-on-year due to economic recovery, policy relaxation, and increased consumer willingness to spend. Overall spending is expected to show a continuous upward trend, with significant increases in advertising investments in the entertainment and leisure, cosmetics/bathroom products, telecommunications, and clothing industries. Elevator media continues to perform strongly and has sustainable layout value, and it is expected to remain a core value track in 2025. ## The main points of WanLian Securities are as follows: **The advertising market is showing a stable growth trend, with overall scale continuing to expand.** In 2024, China's media advertising market is expected to show stable growth driven by steady macroeconomic growth and technological innovation. According to CTR data, the advertising market is expected to increase by 1.6% year-on-year in 2024. From an industry perspective, there are significant increases in advertising investments in the entertainment and leisure, cosmetics/bathroom products, telecommunications, and clothing industries compared to 2023, with the increase in published spending exceeding 20%, rising by 22.0%, 34.7%, 35.9%, and 51.8% respectively. In terms of overall advertising volume, the food industry remains the top in total advertising volume, with a slight year-on-year increase of 1.1%, highlighting its essential demand attributes and solid foundational position. The pharmaceutical and beverage industries rank second and third in advertising volume, but their spending has decreased year-on-year by 3.4% and 12.1% respectively. **There are significant differences in advertising channel investments, with elevator LCDs and elevator posters driving market growth.** From a segmented channel perspective, there are significant differences in advertising channel investments, with outdoor advertising performing particularly well. Elevator LCDs and elevator posters are favored in the market due to their precise targeting of consumer groups, high-frequency exposure, and brand reinforcement advantages, driving overall advertising market growth. The published spending for elevator LCDs and elevator posters increased by 21.0% and 13.6% year-on-year respectively. The published spending for train/high-speed rail station and cinema video advertisements also maintained year-on-year growth, increasing by 1.6% and 7.4% respectively, while other advertising channels showed varying degrees of reduction. **Leading industries are increasing outdoor advertising investments, changing the brand competition landscape.** In key industries, leading sectors such as clothing, cosmetics/bathroom products, and telecommunications have increased their outdoor advertising layouts, with published spending showing significant year-on-year growth of 87.9%, 68.3%, and 66.1% respectively. The cosmetics/bathroom products sector continues to be favored by advertisers, maintaining a good trend of substantial growth for two consecutive years. In terms of overall advertising volume rankings, beverages, food, and cosmetics/bathroom products occupy the top three positions, but the beverage industry has seen a 2.6% reduction in published spending. In terms of brands, beverages account for a quarter of the top twenty brands in outdoor advertising spending. Notably, three new brands have entered outdoor advertising, namely Nanji Ren, Blue Moon, and Han Shu. Additionally, the advertising investment of the brands Zhen Jiu, Song Da, Hongxing Erke, and Xue Er Si has significantly increased in outdoor channels, with year-on-year growth exceeding tenfold. **Risk factors:** Macroeconomic downturn risks; changes in the policy environment; advertising investment growth rates in segmented channels falling short of expectations; intensified competition in the advertising industry ### Related Stocks - [300931.CN](https://longbridge.com/en/quote/300931.CN.md) - [600894.CN](https://longbridge.com/en/quote/600894.CN.md) - [002367.CN](https://longbridge.com/en/quote/002367.CN.md) - [TAL.US](https://longbridge.com/en/quote/TAL.US.md) - [ERKE.NA](https://longbridge.com/en/quote/ERKE.NA.md) ## Related News & Research - [ENGINEAI says general-purpose humanoid robot costs have fallen below RMB100,000](https://longbridge.com/en/news/296741129.md) - [Itera ASA to present preliminary Q2 2026 results via webcast](https://longbridge.com/en/news/296590225.md) - [Atomic Eagle Re-Establishes 60% Operating Interest in Madaouela Uranium Project](https://longbridge.com/en/news/296731180.md) - [US health agencies report 55 cases of E. coli and salmonella infections tied to alfalfa sprouts](https://longbridge.com/en/news/296645342.md) - [Apollo Atomics wants to make nuclear power cheaper by shrinking an overlooked part](https://longbridge.com/en/news/296502139.md) --- > **Disclaimer: This article is for reference only and does not constitute any investment advice.**