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中国媒体概览 China Media Overview
OOH
© 2016 Beyond Summits
Summary:
• As a special media, OOH advertisement will not only bring commercial effect, but also public
effect into the entire city or even broader range.
• Public transportation has been the focus of OOH advertisement in recent years. With the
increasing penetration rate of OOH video advertisement, the media transforms from
conventional to LCD TV and from public to specific audience categorized by community.
• Though the growth of advertisement release has been stabilized but still retain over 20%
annual increase. Cinema and bus advertising are the major choices for advertisement release
in 2015. Videos in supermarkets or subways are booming as media for advertisement release.
• Tier 1 city is still the primary market for OOH advertisement release. However, media channel
would keep penetrating into tier 2 and tier 3 cities as a result from the saturation of tier 1 city
market as well as the media expansion in tier 3 cities.
3
Local policy has great impact on OOH media.
• What OOH has brought is not only commercial effects, but also great public effect on the whole
city or even wider.
• OOH ads shall deeply understand and
adhere to local policies and regulations.
4
64.0%
62.1%
50.2%
46.5%
43.4%
42.4%
24.6%
24.1%
16.5%
9.7%
0% 10% 20% 30% 40% 50% 60% 70%
Bus shelter
Bus body
Outdoor LED
LCD in mall
TV in bulding
TV in bus
Big billboard
Poster in elevator
Ads on metro platform
Ads on Taxi
OOH ad reach rate in 2014
OOH form is still focusing on public transportations while the reach rate of video OOH is
increasing.
Source: CMMS, Nationwide, P30-50
5
0 5 10 15 20 25 30 35 40 45
Office building
House
Mall
Supermarket
CVS
Bus
Metro
Taxi
Hospital
Gym place
Beauty place
Railway station
Hotel
Other
2010
2011
2012
2013
OOH digital screen’s reach by different places(%)
OOH is gradually stepping from traditional billboard into digital era, from targeting total public into
accurate audience segmented by places.
Source:CMMS,2013
White-
collars
Business
Travelers
Subway
travelersGym lovers
Shoppers
6
2014 Media ads expense & resource
Media
Rate
(Launch)
Resources
Y.O.Y Y.O.Y
TV -0.5% -11%
Prints -18% -21%
Radio -10% -19%
OOH 9% -3%
Videos in Buildings 26% -
Videos in Cinemas 62% -
Videos in
Transportation
-2% -
Internet 36% -
Source:CTR
78.39
100.02
38.5%
27.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
0.0
20.0
40.0
60.0
80.0
100.0
120.0
2013年 2014年
2014 OOH ads scale and growth rate
Total OOH ad scale(RMB 10 bn) Y.O.Y growth rate
Source:北京中天盈信
In 2014, the growth of OOH ads’ scale is getting slower, the total OOH ads has been accounted for
100 billion RMB in 2014(including rises in ad price).
7
Source:CTR《2015年广告主 广告营销调查报告》
42%
52%
17%
31%
36%
33%
26%
28%
31%
6%
3%
8%
50%
29%
63%
48%
36%
34%
37%
33%
27%
34%
34%
24%
OOH new media form will be used in 2015
will lauch on not sure
50%
59%
22%
47%
56%
30%
50%
49%
35%
34%
8%
13%
OOH new media form actually used in 2014
Pre-movie ads
Bus body ads
Screens/videos/TVs in markets/malls
Other media inside metro
Screens/videos/TVs in buildings
Screens/videos/TVs in
house/apartments
TV/videos in metro
Bus TV/videos
Other media inside airport
TV/videos inside airport
Other media inside cinemas
TV/videos inside cinemas
In 2015, pre-movie ads and bus body ads will become advertisers’ main choices, videos inside
malls and other metro ads are being considered by most of the advertisers.
8
Source:CTR《2015年广告主 广告营销调查报告》
34%
33%
28%
27%
25%
15%
12%
10%
4%
3%
1%
0%
32%
15%
18%
12%
12%
21%
18%
26%
12%
6%
6%
5%
other media inside metro(light box or platform)
bus body ads
Pre-movie ads
Screens/videos/TVs in Buildings
Screens/videos/TVs in markets/malls
TV/videos in metro
Screens/videos/TVs in house/apartments
Other media inside airport (posters,etc.)
TV/videos inside cinemas
Other media inside cinemas(posters, etc.)
TV/videos inside airport
Bus TV/videos
OOH new media ad form to increase/decrease budget in 2015
the most prioritized OOH to increase marketing budgets the most prioritized OOH to decrease marketing budgets
Bus body ads, pre-movie ads are considered as the first media form when increasing budget while
airport ads and light box ads have the worst anti-risk capability when budget changes.
9
OOH ads scale by city segmentation in 2014
Advertisers’ eyes are still focused on tier one cities to launch OOH ads, with tier one’s ads scale takes 55% of total.
Tier three cities take least market share. As tier 1/2 cities’ market go saturated and tier 3 cities’ media keeps
expanding, media channels will further sink.
Tier one 2014 (million) Share in total 2014vs2013
Beijing 24917.5 21.4% -3.3%
Shanghai 23141.5 19.9% 6.5%
Guangzhou 16426.3 14.1% -7.8%
Total 64485.3 55.4% -4.5%
Tier two 2014 (million) Share in total 2014vs2013
Shenzhen 9236.6 7.9% 2.3%
Chengdu 6669.9 5.7% 4.7%
Nanjing 4177.8 3.6% 0.0%
Hangzhou 4036.6 3.5% 2.8%
Chongqing 3745.6 3.2% 0.1%
Wuhan 3494.4 3.0% -4.6%
Tianjin 2712.1 2.3% 0.5%
Shenyang 1860.2 1.6% -0.7%
Xi’an 1302.4 1.1% -2.1%
Dalian 1221.9 1.1% -0.1%
Kunming 996.6 0.9% -2.3%
Total 39454 33.9% 0.6%
Tier three 2014 (million) Share in total 2014vs2013
Changsha 1548.6 1.3% 1.0%
Qingdao 1468.9 1.3% 1.1%
Jinan 1400.2 1.2% 0.8%
Suzhou 1144.4 1.0% 0.7%
Zhengzhou 988.2 0.8% 0.1%
Changchun 804 0.7% 0.3%
Xiamen 721.9 0.6% 0.2%
Fuzhou 708.7 0.6% 0.2%
Taiyuan 610.6 0.5% 0.2%
Harbin 601.9 0.5% 0.2%
Dongguan 578.5 0.5% -0.2%
Shijiazhuang 538.6 0.5% 0.4%
Ningbo 442.1 0.4% 0.0%
Zhuhai 315.2 0.3% -0.5%
Foshan 258.2 0.2% -0.4%
Wenzhou 228.5 0.2% 0.0%
Total 12358.4 10.6% 4.0%
Source:Beijing CODC data
10
OOH media trend:
1. Media environment has entered a multiple-screen era, traditional OOH is gradually
transferring to digital group
Consumers are facing a real multi-screen era, traditional TV, online video, mobile video,
building TV, all these media constitute a main media matrix in video era. The key for OOH to
increase accuracy and influence lies in how OOH integrate and coordinate with other media.
2. OOH shall interact with consumer to boost promotion, to increase transmission
accuracy
OOH shall actively establish effective communication channels between brands and
consumers, shall identify more clear way to interact with consumers, thus to make consumer
digest ads properly. There will be more and more OOH using bi-directional interaction instead
of single-way broadcasting in the future.
11
OOH media trend:
3. New tech brings new opportunity to OOH, will maximize the media value for advertisers.
The future OOH media ads will deliver more accurate reach effects via technology and
creative innovation such as naked-eye 3D, eye movement tracking technique, etc. to
maximize the media value for advertisers. Brands should remember that no technology can
apply to brands, everything shall generate from consumers’ needs and characteristics.
4. Consumer market is getting fragmented, OOH media should generate exposure for
brands.
China market is more and more fragmented and diversified, the media environment is so
complicated that OOH shall locate target audience and take advantage of business cluster
effect, remember ‘where there is consumer, there shall be ads exposure’, thus to convert ads
to consumers’ attention or real sales.
12
Movie
© 2016 Beyond Summits
Chinese film market has achieved rapid growing for 5 years.
6 10
13
17
22
30
0
5
10
15
20
25
30
35
2009 2010 2011 2012 2013 2014
2009-2014 Chinese film market yearly box office (billion RMB)
0.2 0.3
0.4 0.5
0.6
0.8
0
0
0
0
0
1
1
1
1
1
2009 2010 2011 2012 2013 2014
2009-2014 Chinese film market yearly person times(billion)
Source:ENTGROUP
The monthly box office
exceeds 1.5 billion with 45
million person-times, which
has become normal in a
year.
Chinese film market has kept an inertial
growth rate of
30%-40%
14
The number of screens is steadily growing with great potentials.
6,236 9,266
13,118
18,195
24,127
0
5,000
10,000
15,000
20,000
25,000
30,000
2010 2011 2012 2013 2014
2010-2014 The Numbers of Cinema Screens
23
32 37
48 54
67.0% 69.0%73.0%
77.0% 77.0%
50%55%60%65%70%75%80%85%90%95%100%
0
10
20
30
40
50
60
2010 2011 2012 2013 2014
2010-2014 The Number of Cities with 100 million box-office and its share of total-office
38 45
61 68
19.7%15.6%
19.7% 18.7%
0%5%10%15%20%25%30%35%40%45%50%
0
10
20
30
40
50
60
70
80
2011 2012 2013 2014
2010-2014 The Number of Movies with 100 million box-office and its share of total box-office
More and more tier-2/3 cities started to enjoy an over-100-million-RMB box office, more and more over-100-million-
RMB-box movies are released during a year.
Source:艺恩咨询
1,540 2,260
3,026
3,849
4,837
0
1,000
2,000
3,000
4,000
5,000
6,000
2010 2011 2012 2013 2014
2010-2014 The Numbers of China Cinema
15
The revenue of cinemas’ media ads is continuously increasing.
14.5
20.2
27.6
28.2%26.2%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
5
10
15
20
25
30
2013 2014 2015f
Cinema’s media ad revenue in China (billion RMB)
Media ad's revenue Growth
The growth of number of films and cinemas is the main force that keeps cinema’s ad business developing a lot.
Source:主要影院媒体营业额
Wanda
Cinema
Filmore Jingmao
China Film
Group
Core
cinema
media
16
Airport
© 2016 Beyond Summits
0.49
0.56
0.62 0.68
0.75
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
2009 2010 2011 2012 2013
China civil airport’s passenger throughput from 2009 to 2013 (billion person-times)
Passenger throughput
Source:2014 China civil aviation development report
0.23
0.27
0.29 0.32
0.35
18.0%16.0%
10.0% 9.0%11.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0.0
0.1
0.1
0.2
0.2
0.3
0.3
0.4
0.4
2009 2010 2011 2012 2013
China civil aviation’s passenger traffic from 2009 to 2013 (billion person-times)
Passenger traffic Growth
China’s civil aviation passenger traffic has been growing for four years.
The main reason that domestic airport’s traffic and throughput growing is domestic consumers’ more frequent trips
and more destinations. The aviation growth is getting slower because of the development of high-speed rail.
18
5,670.0
7,029.0
7,757.0
24.0%
10.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2012 2013 2014
Scale of ads launched in airport media from 2012 to 2014 (million RMB)
Scale of ads launched in airport media Growth
Source:Beijing CODC survey data
The scale of ads launched in airports keeps increasing but with a slower growth.
1900
900
850
700
650
600
520
520
1600
1000
700
600
550
520
550
250
Transportation
Service
Finance
Real estate
Personal items
Telecommunications
Entertainment
Home supplies
Category of ads launched in airport media from 2013 to 2014 (million RMB)
2014 2013
Automobiles, service and finance industry are biggest airport advertisers.
19
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Beijing Office
Shanghai Office
2015 China Overview, covering Chinese economy, media and markets, is a set of yearly research report conducted and
published by Beyond Summits Ltd, a leading all-media total solution provider focused on cross-border brand building &
destination marketing in China. This report aims to summarize domestic industries’ status in 2015, introduce Chinese market
knowledge to overseas stakeholders, and propose Chinese market insights. The whole set of China Overview includes 20 sub-
topics including economy, city, people, the rich, luxury, investment, auto, tourism, immigration and cross-border business, as well
as Chinese all media, internet, mobile internet, social media, TV, radio, print, OOH, movie and airport.
This report is the full version of 2014-2015 China Overview OOH, Movie and Airport Ads Research. More reports can be
downloaded from Beyond Summits’ official website link: http://www.beyondsummits.com/reports_downloading
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· SH · BJ · HK · TYO · SEL · SYD · MOS · BER · LON · PAR · ROM · NYC · SF ·
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