广告平台格局生变，AI正重塑移动营销

白鲸出海2025-12-24

“整体来看，行业格局变得更加分散。”在 AppsFlyer《广告平台综合表现报告》（第 18 版）媒体发布会上，AppsFlyer 大中华区总经理王玮博士这样总结 2025 年移动广告市场的最新变化。这份基于全球近 4 万款应用、超 160 亿非自然激活数据的报告呈现的趋势是，广告主预算分配正从传统的“双强垄断”向多元化渠道分散，而 AI 技术的普及正推动竞争从算法层面转向素材创意和数据维度的较量...

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平台的位次变化，反映出行业对效果精准度的追求已超越单纯的流量规模。今年报告明确指出，非游戏应用已成为营销增长的主要战场，其增速已明显超过游戏板块，尤其是金融、短剧和 AI 工具类产品。“非游戏增长的机会比较分散，多品类并存发展。”王玮博士特别提到短剧和金融科技两大品类。他认为，短剧行业虽已过爆发期，但随着 AI 视频生成技术的成熟，未来 1-2年可能迎来第二次爆发。而金融科技出海则呈现出迥异的发展路径。王玮博士分析建议广告主合规运营、聚焦区域，并做好长线布局，“这个行业未来可以长期保持稳健且高速的增长”。报告首发“素材指数”，提供新判断维度此次报告首次引入“素材指数”排名，基于 AppsFlyer 素材智能平台两年数据，从创意维度评估渠道表现。王玮表示，“素材指数”旨在给广告主提供了全新的洞察维度，为素材类型、投放平台的选择提供判断参考，利于广告主优化在不同渠道上投放的素材。AppLovin 在整体素材指数中排名第一，但细分领域中，媒体们则各有所长。Moloco 在中度游戏动画内容上领先，TikTok 更适合 UGC 和真人混剪，YouTube 在非游领域的用户贡献内容效果最佳。“这告诉我们，需要针对不同平台特性定制素材策略。”王玮博士表示，传统“一通投”方式效率低下，而基于数据洞察的精准创意制作将成为提升 ROI 的关键。举例而言，针对中度游戏，动画类素材在 Moloco 上表现最佳；而社交类应用在 TikTok 上采用动画加真人混剪效果更好。这种精细化洞察为广告主提供了新的优化视角。中国平台技术赢得全球认可，AI 加持下营销即将全自动中国平台在全球市场竞争中展现出强劲实力。TikTok for Business 重回增长快车道，在非游戏榜单中稳居前三；Mintegral 作为 DSP 代表，凭借算法和数据优化能力持续提升排名。“TikTok for Business 完全有可能发展成 Google、Meta 级别的平台。”王玮博士表示，其依托 TikTok 的数据和用户群，变现潜力尚未完全释放。对于中国出海企业，报告建议关注中长期趋势。在 AI 拉平算法差距的背景下，数据资产和创意能力将成为核心竞争壁垒。那些能更好整合 AI 技术、优化工作流程的企业，将获得持续增长动力。而对于 AI 如何改变行业，王玮博士表示，营销全自动化是必然趋势，涵盖素材生成、广告创建、投放优化到效果反馈的完整闭环。“AI 会成为新的生产力，但需要生产关系适配。”他认为，企业需从根本上重构团队架构和工作流程，才能充分发挥 AI 潜力。那些能率先完成 AI 原生组织变革的企业，将在未来竞争中占据优势。针对当前部分广告主反馈 AI 效果不及预期的问题，王玮博士建议保持坚定信念：“如果你相信 AI 一定能做得更好，那能做的就是持续增加 AI 在整个组织架构中所占的比例，all in AI。”报告中提到 AppsFlyer 发布的新产品 Signal Hub 正是这一趋势的体现，通过整合广告主、媒体和第三方数据 （ 如万事达卡线下消费数据 ），构建更丰富的用户画像，从而提升 AI 模型的优化上限。随着 AI 技术逐步成熟，移动营销行业正站在新一轮变革的起点。未来几年，我们可能见证营销全流程自动化的实现，而那些能率先完成 AI 原生组织变革的企业，将在新一轮竞争中占据先机。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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