China Outdoor Advertising Industry Analyzed in New Huidian Research Report06 Nov 2012 • by Natalie Aster
Compared with traditional TV and billboard, outdoor advertisements have unique strength.
This strength is known well by entrepreneur now and supports the further development of outdoor advertising industry.
Firstly, the CPM is lower. The price of outdoor media is different for different forms, but there is no doubt that its CPM is lower than other media. Secondly, its impulse is strong. It can motivate a variety of on-site means of expression, creating a comprehensive and rich sensory stimulation; image, statements, three-dimensional objects, dynamic sounds, environment, etc., can blend in.
Thirdly, it provides 24-hour service. Most of outdoor media provide 24-hour, 7-day a week service. So its broadcast time is relatively sufficient. Compared with network media, outdoor advertising can completely show its strength because of the uniqueness of the physical space.
Lastly, create frequency. Outdoor media can create ideal reach and frequency via strategic media arrangement and distribution. Through choosing correctly time, place and outdoor media, the audience can be at each level of the society.
According to the report “Research on Outdoor Advertising Industry in China, 2012-2016” by Huidian Research there are three Weaknesses:
The first one is the limitation of space. Compared with TV and billboard, outdoor advertising is limited by peripheral vision. So it can be seen in a limited range. Of course, waiting hall, bus and other network media have made up for defects.
Secondly, the information capacity of outdoor advertising is limited. Because the audience receives the ad information passively, the ad content should be simple and direct, which result in the limitation of the information capacity. Besides, its form is static and fixed, so there is a lack of flexibility on its presentation form.
Thirdly, it is hard to maintain. Outdoor advertising media is easily affected by natural environment, climate and disruptive behavior, so its maintain work load is heavy.
Research on Outdoor Advertising Industry in China, 2012-2016
Published: October, 2012
Price: US$ 4.000,00
More information can be found in the report “Research on Outdoor Advertising Industry in China, 2012-2016” by Huidian Research.
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