Shanghai outdoor advertising market with the continuous development of the polarization between the different trends in outdoor media has become increasingly apparent. First half of 2005, Shanghai invested outdoor advertising market totaled 1.46 billion yuan, compared with 9.7 billion yuan last year by 51%. Which amounted to 360 million yuan metro media delivery over the same period last year, an increase of 63%, bus shelter ads were negative growth.
MPI Media Partners held yesterday, the Shanghai Metro Line 4 at the advertising investment, MPI Li Ying, vice president of rail revealed to reporters in 2006, Shanghai Metro Line 1 will be based on the different levels of prices of various sites, including People's Square 12 Lightbox price will be 28,000 yuan / month rose to 33,000 yuan / month.
It is reported that, in addition to metro line 1, the Metro Line 2 and Line 3 will be fully ad prices up 10%; the Hongqiao and Pudong airport, airport advertising worth the same "out of reach." Relative to these unique advantages of outdoor advertising media, buses, bus shelters and advertising growth is relatively stable.
According to the Department of the MPI Group, market statistics, first half of 2005, Shanghai invested outdoor advertising market totaled 1.46 billion yuan, more than 9.7 billion yuan last year by 51%. Which amounted to 360 million yuan metro media delivery over the same period last year, an increase of 63%; and bus body advertising volume is 160 million yuan, an increase of 7.5%. Shelter advertising is a negative growth trend, advertising amounted to 61 million yuan.
For some of the more scattered billboards, its market share drop rapidly in price, even if the discount is also attractive in. "Shelters, bus body advertising to the more traditional outdoor advertising media in China has been developing for a long time, and now the pattern is relatively mature and advertisers to advertise in these media have been very clear purpose." Outdoor advertising of a who explained to reporters. He said that with the media than metro rail transit advertising due to the continuous opening of the Mainland and rapidly expand its room for growth. It is reported that the airport advertising also has a high traffic, the target audience the advantages of high spending, but now many large companies also have begun to try other new media, such as the LCD liquid crystal display panels.
Currently, a total of 48,000 outdoor advertising in Shanghai, with a total area of 500,000 square meters. According to June release of the "Shanghai World Expo, construction and management of the environment to enhance appearance of the city 600 days Action Plan", Shanghai, 47,000 outdoor advertising to be removed, including not approving the illegal advertising and has already approved the formation of "visual pollution" of the disorder ad.
"Now the case with a lot of outdoor advertising." So far this year in April, as long as six months of the cessation of approval, making almost all of the outdoor advertising - whether it is necessary to advertise, or the content and the need to replace the need for renewal after the expiry of , and have become illegal advertising. Many small and medium-scale outdoor advertising company while still a need, such as some property owners to pay rent, while they can not successfully fulfill the contract with advertisers, advertisers are often made, to see the approval as to payment of advertising fees. In Qiu Dongming view, outdoor advertising companies face a greater threat is that the cessation of approval, the vast majority of outdoor advertisements will be removed as illegal advertising, and can not get any compensation.
At present, the outdoor advertising industry in Shanghai, about 3,000 enterprises, with the upstream design, materials, printing and other industries, employing tens of thousands of people around. In 2007, Shanghai outdoor advertising revenue reached 5.5 billion (including the subway, buildings). Analysis of the industry to our reporter, approving the ban and set positions have led to the release planning outdoor advertising industry, increase the threshold to limit the entry of SMEs, and even some small advertising company will face liquidation.
Under the new policy has not introduced before the outdoor advertising will become increasingly limited resources, small outdoor advertising company out to make this industry more and more towards oligopoly. As for the traditional large-scale outdoor advertising businesses, now is the transition to new media or the best time for acquisition integration.
