CAA OOH 20180605 · 2018. 6. 12. · 2014 2015 2016 2017f 2018f Source: GroupMChina Spring 2018...

Regional Update – China

Presented by Huanzhang Wang

Secretary General of Outdoor Advertising Branch,

China Advertising Association

Scale规模

Phenomenon發展现象

Opportunity机会

3

Scale

规模模模模

In 2014, China Became the World No. 2 Advertising Market.

4

31,522

1,897

4,898 1,197 6,452

22,788

31,110

1,974 3,037

978

6,685

31,368 27,114

1,766

1,651 680

7,033

41,006

24,719

1,787

1,113 488

7,712

46,851

22,435

1,810 733

345

8,424

53,190

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

55,000

TV Radio Newspapers Magazines Outdoor Internet

China Media Spending USD MM

2014 2015 2016 2017f 2018f

Source: GroupM China <This Year Next Year> Spring 2018

Media TotalUSD MM CNY MM

68,755 74,152 79,250 82,671 86,936 463,319 499,687 534,045 557,092 585,838

Outdoor maintains stable, higher media ave. growth rate &

shares nearly 10% of total media spending

5Source: GroupM China <This Year Next Year> Spring 2018

45.8

40.6

34.2

29.9

25.8

7.1

4.1

2.1

1.3

0.8

9.4

9

8.9

9.3

9.7

33.1

42.3

51.7

56.7

61.2

0% 20% 40% 60% 80% 100%

2014

2015

2016

2017f

2018f

% Share of Media

TV Radio Newspapers

Magazines Outdoor Internet

-50

-40

-30

-20

-10

0

10

20

30

40

Media YOY% Change

2016 2017f 2018f

34,469 35,159 46,751

59,916 68,816

78,395 98,156

108,237 117,416

131,234

149,132

2.0%

33.0%

28.2%

14.9% 13.9%

25.2%

10.3%8.5%

11.8%14%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

2008年 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 f

2008-2017OOH Spending & YOY Growth Rate

A perfect story of growth and expansion in last 10years

6

DOOH Boom DOOH Boom Slow down

Transit fever

Mature & stable growth

Source: China Outdoor Data Corp. (CODC) proprietary spending data

CNY MM

CNY MM

7

Phenomenon

发展展展展现象象象象

Various of Formats and High DOOH Penetration

8Source: China Outdoor Data Corp. (CODC) proprietary spending data

12%16%

3%-7%

8%

-16%

7%

-11%

20%

9%11%

-18%

21%

1%

-5%

-8%

-30%

-20%

-10%

0%

10%

20%

30%

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

Video

Format

Metro Airport Single Site Train Bus Body Bus Shelter Other

Networks

2015 2016 2017 2016 YOY Growth 2017 YOY Growth

CNY MM

Exchange Rate:

1USD = 6.739CNY

USD MM

11,871

10,387

8,903

7,419

5,936

4,452

2,968

1,4843

9

Ball LED

Mega LED

In Bus LCD

Cinema

Ad.

Lift LCD

Retail LCD

Metro Mega LED

Airport Mega LED

Airport LCD

Many region-centric media owners & self-produced data

10

traffic

direction

viewable distance

dwell time

CPM

Location attribute

OOH ideas & interaction tech is welcomed. Right cost, but look for more original creativity.

11

Construction and Remediation go hand in hand at big scale

12

QingdaoNanchangJinanBeijing

13

Video – The 2018 Qingdao Summit of the Shanghai Cooperation Organization,

June 9-10 in Shanghai

14

Opportunity

机会机会机会机会

15

AirportAirportAirportAirport 2011 – 178 2017 – 218 2020 – 260

MetroMetroMetroMetro 1971 – 1st in China 2017 – 27 cities 2020 – 40 cities

HighHighHighHigh----speed speed speed speed RailwayRailwayRailwayRailway

2014 – 19,369 km 2016 – 220,000 km 2020 – 380,000 km

Source: The Research and Insight, Kinetic China

China’s OOH Scenes Continue Expanding. 中国的户外场景将会继续的扩展

16

Online & Data Co. show high interests in OOH

for O2O Integration

17

One Belt and One Road Initiative- to enhance regional connectivity

& embrace a brighter future

Huanzhang Wang,

Outdoor Ad. Branch of CAA

wanghuanzhang@china-caa.org

Jim Liu

BNR Communications

jim.liu@bnrcomm.cn