LOokOut China!! Outdoor Media in China

China 2nd AD Market in 2015

According to the latest media outllook from PWC which reflects the development of the Ad industry within Asia from 2010 to 2014, China is to overtake Japan by 2015.

I like this ad which educates the country side to drink more milk: Remember every day to drink more milk", taken in Yunnan in 2006 during one of my backpacking trip.

While Asia average growth per year during that period is expecting to reach 6,4%; China will grow by 12% per year and Japan only by 2,8%. This is good news for the Ad industry actors in China.

China Ad market growth forecast

Still according to the study, the main drivers for China will be:

- Online: 25,1% growth per year

- TV: 14,6%

- Outdoor: + 15%   (compared to -1,5% in Japan) WOUWOUWOU!!!!!!

- Magazine: 12,6%

- Newspaper: 4,6%

Wanted to share with you a brief interview I gave for our friends of China Business Connect, specialist of e-learning in China.

You can find my interview on http://china-business-connect.com/interview-outdoor-advertising.htm

It actually gave me an idea and in the coming weeks, I will interview some of the persons I know in the outdoor advertising in China to share with you their insights.

I deviate a little bit from my outdoor media blog mission just to share with you some interesting news as in a way... the World Expo has a lot to do with outdoor this year. So we can also have a look at some other interesting media channels that are going on the market for this event.

I came along this press release that has been published by REDBANG, a Beijing company that has put up together some great maps and information on an Iphone App about everything you will need to know in the World EXPO. Can't wait to see it!!!

As we all know that WWF (World Wildlife Foundation) has initiated “Earth Hour” Event which has been continuously operated for the past three consecutive years. As a well-known public event, the purpose of this global charity practice is to cultivate and enhance the public awareness of environmental protection. “Earth Hour” was firstly initiated in Sydney in 2007 and it has created a dramatic impact around the world in the past three years.

On the day of the Earth Hour event in 2009, millions of people from 4159 cities in 88 countries participated. Landmarks including Beijing Bird Nest Stadium and Water Cube Sports Center, Shanghai's Oriental TV Tower, WFC (World Financial Center), Sphinx and the Pyramids of Giza, the Eiffel Tower in Paris etc., have participated with an action of lights off for one hour.

This year, JCDecaux supports WWF and the "Earth hour" all over China through buses and subway advertisements.

Following the announce that Disney would open a theme park in Shanghai in 2011, We now learn that Disney group is in advanced talks with Bus Online, China’s leading in-bus digital media and advertising company to buy stakes in the company.

The ultimate goal is of course to use Bus media, especially on board TV medias to promote Disney activites within China and ultimately the theme park.

We could think that, like in Japan, Disney would have in the buses lines going to the park 100% of the air time on the TV medias. And also some air time in other cities. We'll try to know more in the coming months.

Check more details at: http://techcrunch.com/2010/02/08/google-disney-bus-online

Let's refresh all the minds here with a little introduction of what is OOH? and how does it apply to Beijing. After 2 days launching this blog, I got some feedbacks asking me to maybe describe a little bit for the newbies into the industry and the students that might be interested to join the OOH industry.

Let's start.
As we can read from Wikipedia, OOH ( Out -Of- Home) media is a type of advertising that target the consumer when he is "on the go", meaning out of his home and likely to be in a place where he needs to be during the process of doing someting else: on his way to work, in a shopping mall, in the bus etc...
See on Wikipedia at OOH advertising.

We can split the OOH media in 4 big categories: