caa ooh 20180605 · 2018. 6. 12. · 2014 2015 2016 2017f 2018f source: groupmchina spring 2018...
TRANSCRIPT
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
Jim Liu
BNR Communications