focus commercial buildings lcd advertising network- fmcg new version the largest digital media group...
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Focus Commercial Buildings LCD Advertising Network- FMCG
New Version
The Largest Digital Media Group in China
FocusMedia
2009.9
• Largest China’s Media compan
y listing on Nasdaq, with marke
t cap of US$ 7 Billion in Dec., 2
007
• China’s No. 2 largest media co
mpany in 2007, only after CCTV
, About US$ 6 Billion turnover
in 2008
Focus Media (China) Holding Limited
Commercial Location NetworkCovering over 95 cities,
over 90,000 LocationsIncluding as follows:
Commercial Location ChannelElite ChannelDigital Poster
Reach 250 Million Urban Consumers Daily
Outdoor LED Located commercial centers in Shanghai & Beijing
Focus Media DirectCovering 20,000+ well-known corporations3 million business professionals
In-elevator Poster Frame Network in Residential Buildings
Covering 51 cities, 160K elevators 65 million middle-high
income earners
In-store NetworkCovering 148 cities4000+ hypermarkets,
supermarkets and convenience stores90 million shoppers per week
Movie Theatre NetworkCovering 77 cities300 prime movie theatersRep. 85% of total ticket value
China’s Largest Digital Media Group
The fastest growing media group
0
1000
2000
3000
4000
5000
6000
2003 2004 2005 2006 2007 2008
RMB: Mil
317%
300%
100%
100%
46%
Over 3000 Domestic & International Clients
–Food/Beverage:
-Shampoo:
–Beverage/Alcohol:
-Health care:
-Home Electronics:
-Service:-Home Furniture:
-Internet:
- Handset:
- Telecom:
- IT/Digital:
-Insurance:
Over 3000 Domestic & International Clients
–Airline:
–Travel:
- Finance:
-Luxury/Watch:
- Auto:
Over 3000 Domestic & International Clients
Building LCD NetworkBuilding LCD Network
Hardware
• 17-inch LCD at elevator bank
• 42-inch PDP in larger area
Main Position
• Elevator Lobby / In-elevator
• Rotating 60 times / day
Location of LCD Screen
Covering over 95 cities /70,000 High-end Buildings in China
• Beijing
• Shanghai
• Guangzhou
• Shenzhen
• Chengdu
• Wuhan
• Nanjing
• Changsha
• Xi’an
• Shenyang
• Kunming
• Dalian
• Qingdao
• Hanzhou
• Tianjin
• Ningbo
• Xiamen
• Fuzhou
• Haer’bin
• Changchun
• Chongqin
• Zhengzhou
• Taiyuan
• Huizhou
• Zhuhai
• Dongguan
• Foshan
• Huizhou
………
。。。
Penetrating 94% of High-end Office Buildings
Source : AC Nielsen
In Terms of Commercial Buildings, Focus In Terms of Commercial Buildings, Focus Media Takes 98% of the Market ShareMedia Takes 98% of the Market Share
100%96% 97% 98% 99% 99% 97% 97%
100% 99%98%
0%
20%
40%
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100%
Shanghai Beijing Guangzhou Shenzhen Chengdu Chongqin Hangzhou Nanjing Tianjin Wuhan Average
Building LCD Network Building LCD Network
Target Audience ProfileTarget Audience Profile
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100%
BJ
SH
GZ
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CS
CD
WH
DL
QD
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KM
ST
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DG FZ
JN
SJZ
ZH
Age 20-24 Age 25-29 Age 30-39 Age 40-49 Above Age 50
• Most target audiences’ age are around 20-50
Demography-Age
Base : All respondents n=2510
Demography-Education
0%
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KM ST
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Below college College Bachelor Master and above
• Target audience are well-educated.
Base : All respondents n=2510
Demography-Personal Monthly Income
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Under 2,000 2,000-2,999 3,000-5,999 6,000-9,999 10,000 and above
• Tier 1: Personal Monthly Income 3000+ RMB• Tier 2: Personal Monthly Income 2000+ RMB
Base : All respondents n=2510
-17-
Focus Media Building LCD Network
Locks on eyes of 150 million middle above
income consumers in China
Becomes an indispensable advertising channel
for FMCG products
Media Effectiveness of Building LCD
No. Of Taking Lift in the Building Per Day
0%
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BJ
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Under 3 times 3-4 times 5-6 times 7-8 times Above 8 times
Target audience take the lift more than 4 times per day.
Base : All respondents n=2510
Claimed Average Waiting Time for a Single Trip
0%
10%
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SH
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Under 1 minute 1-2 minutes 2-3 minutes 3-5 minutes Above 5 minutes
On average, it takes about 2 minutes or more for waiting lift for each lift-trip.
Base : All respondents n=2510
In a TV Campaign, what is the added-value of building LCD?
0%
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6AM 7AM 8AM 9AM 10AM 12AM 2PM 4PM 6PM 8PM 9PM 10PM 11PM 12PM 2AM 4AM 6AM
Most TV ad choose this period
Here is opportunity
TV ad would lose this “Golden
Time”
Out
of h
ome
Watch TV at homeOp
po
rtu
nit
y to
rea
ch o
utd
oo
r ad
an
d h
om
e T
V
Building LCD Media Dominate Daytime, Home TV Evening Time
Data Source: CSM Rating
For those light TV viewer, we recommend a combination
of TV and building LCD to enhance media reach rate.
For those medium TV viewers, 1+ reach is to get, while 3
+/5+ reach is too expensive to achieve, deploying build
ing LCD will promote frequency with cost efficiency.
In terms of cost, CPM of building LCD is only about 1/2-1
/3 of the local TV, therefore, building LCD helps save bud
get without sacrificing campaign effectiveness.
Key Values of Building LCD Media :
From media exposure timeslot and location perspective…
LCD Can Stimulate People’s Higher Purchase Intention
Outdoor LCD is more Outdoor LCD is more likely to stimulate likely to stimulate target audiences’ target audiences’ purchase intention.purchase intention.
Daytime TV promotes target Daytime TV promotes target
audiences’ consumption, and it audiences’ consumption, and it
also influences on brand also influences on brand
choice. choice.
Home
Evening
TV
Outdoor
Daytime
LCD
Complement of time
Complement of space
From media coverage perspective…
What is added-value of building LCD ?- Local TV + Buildings LCD
Tier One
Beijing
Target : 20-50
Data Resource : CMMS 08A
Beijing
20-50Male :
20-50Femal :
Data Resource : CMMS 08A
Shanghai
Data Resource : CMMS 08A
Target : 20-50
Shanghai
Data Resource : CMMS 08A
20-50Male :
20-50Femal :
Guangzhou
Data Resource : CMMS 08A
Target : 20-50
Guangzhou
Data Resource : CMMS 08A
20-50Male :
20-50Femal :
Shenzhen
Data Resource : CMMS 08A
Target : 20-50
Shenzhen
Data Resource : CMMS 08A
20-50Male :
20-50Femal :
From Media Investment ROI perspective…
Building LCD CPRP&GRP
• According to CTR’s traffic report, Focusmedia building LCD’S CPRP as below:
Notes :( 1 ) The number of buildings is based on Focus Media’s records until April,2008
( 2 ) The number of traffic was counted from Jan. to Mar.2008,random samples.
(3 ) Net cost counted by 60% off.
Target Audience: Age 18-50
Notes :( 1 ) The number of buildings is based on Focus Media’s records until April,2008
( 2 ) The number of traffic was counted from Jan. to Mar.2008,random samples.
(3 ) Net cost counted by 60% off.
Building LCD CPRP&GRP
• According to CTR’s traffic report, Focusmedia building LCD’S CPRP as below:
Target Audience: Age 18-50
Case Study : Shampoo
SLEK
Multi Channel Media MixMulti Channel Media Mix
SLEK’s Multi channel media mix strategy: March-May, 9 weeks launch with TVC 30” + 15”, total 120 times/day. 4 weeks launch with 30” TVC,, 60 times/day, with promotion on the ground. Tag-on on machine frame Meantime run first round of promotion on the ground June-July, 6 weeks launch ad 30”+15”, 120 times/day and run 2nd round of on
the ground promotion.
SLEK’s Brand AwarenessSLEK’s Brand Awareness
30
1821
15
49
30
47
33
0
20
40
60
80
BJ SH GZ SZ
Unai ded ai ded
Source : Intercept Interview in building
Time : March , July 2005
10 days after
Off-air
53 50 51
40
71
61 59 57
0
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BJ SH GZ SZ
15 weeks after
Off-air
SH brand awareness doubled in 3 months among key target audience.
18
31
43
4750
30
42
50
5961
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20
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80
March April May June July
Unaided Aided
Ad. 30”+15”
Ad. 30”+15”+Post+Preliminary Ad
Intermediary heat Ad. 30”+Ad 15”
Joint-ventures shampoo brands are key players in fierce competition market, like Shanghai. After 4 months airing in LCD media, SELK’s brand awareness matched with those Joint-ventures’ brands.
The change of brand awareness in Shanghai by media mix of difference version
Case Study : Cosmetic
L’Oreal
L’Oreal TVC evenly played every two L’Oreal TVC evenly played every two weeks weeks New product launch in summer, targeted on young and
trendy women
2 weeks in June, 30”TVC, 60 times/day
2 weeks in July, 30”TVC, 60 times/day
High ad recall rate driven from High ad recall rate driven from continuous exposure
4137 37
57 58
4845
40 39
60 61
50
0
20
40
60
80
BJ GZ SZ
Unaided June Aided June Unaided July Aided July
%
Source : Intercept Interview in building
Base : All Interviewees
• L’Oreal’s brand awareness in key cities is high. • Objective of this campaign is to maintain brand exposure and
promote purchasing.• With continuous exposure in FocusMedia LCD network among key
targets, L’Oreal maintained high brand awareness.
Case Study: Food and Drinks
Lipton Milk Powder Tea
Lipton Teabag SeriesLipton Teabag Series
Lipton teabag targeted on the middle above income white-collars,
and office building LCD covers its target audience directly.
Lipton tea run 15”TVC in office buildings LCD continuously in five
months, and products include Lipton teabag, green tea, flavored
tea, etc.
Two TVC versions was aired in office buildings LCD network.
Nov.-Dec., 4 weeks launch with 2 versions of 15” TVCs.
Version of ‘Radiation’ describes the problem of radiation in the office, and claims that Lipton tea can reduce effect of radiation.
Version of ‘Belly’ shows the problem of fatness in the office, and claims Lipton tea can contribute to improve metabolism.
Two TVC versions were especially made Two TVC versions were especially made for Buildings LCDfor Buildings LCD
• The 2 TVC versions were tailor made for office building LCD media.
• After 1 week’s airing, unaided ad recall rate reached 23%, and aided ad recall rate reaches 39%.
• Targeting on white collars and focusing on their concerns, the 2 TVCs catch targets eyes, therefore brand awareness improved quickly.
• According to retailers’ feedbacks, after airing purchasers increased obviously.
• Marketing manager believes that sales exceeds forecast for this year.
High Recall Rate From The 2 Versions
Case Study: Alcohol
Carlsberg
Carlsberg High Frequency Exposure Carlsberg High Frequency Exposure to promote salesto promote sales
Time
15”+15”+15” 15”+15”+15” 15”+15”+15” 15”+15”+15” 15”+15”+15” 15”+15”+15” 15”+15”+15” 15”+15”+15”
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1 2 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 1 2 3 4 5 6 7 8 9 10 11 12 13
9月 10月 11月
• New product launch, key sales channel is bars, targets on young and trendy group.
• Although Carlsberg’s brand awareness maintain a high-level in Chengdu, but it also faced challenge from other premium brands, such as Heineken, Budweiser, etc.
• To promote sales high frequency exposure is deployed to compete rivals in key media, i.e. run 3 spots in 12 minutes, 15” TVC in 3 months.
Frequency Reached 4.1 times/week.Frequency Reached 4.1 times/week.
• According to post campaign research:• Frequency reached 4.1 times/week, 16 times/month. • Target audiences’ ad recall rate has increased dramatically. • According to sales, orders from bars have increased by
200%, and this number is much better than the competitors.
Carlsberg
Frequency/week 4.1 times
Unaided recall rate
47 %
Aided recall rate 69 %
Case Study: Fast Food Category
Pizza-Hut
High Frequency, Long Duration High Frequency, Long Duration TVCTVC Pizza-Hut’s high frequency exposure, long duration
TVC in 2006.
March: 2 weeks with 60” TVC, 60 times/day
April: 2 weeks with 30” TVC 120 times/day
May: 4 weeks with 30” TVC 120 times/day
High Recall Rate Driven From High Recall Rate Driven From High Frequency Exposure High Frequency Exposure Pizza-Hut’s brand awareness in key cities is high.
With continuous exposure in FocusMedia LCD
network among key targets, Pizza-Hut maintained
high brand awareness.
31
19
28
64
38 3934
2621
59
4649
4135
71
6360
40
0
10
20
30
40
50
60
70
80
ShangHai Guangzhou Shenzhen
Mar Unaided Recall Rate Mar Aided Recall Rate
Apr Unaided Recall Rate Apr Aided Recall Rate
May Unaided Recall Rate May Aided Recall Rate
%
Single Media Investment
Pizza-Hut targets on the middle above income white-collars,
office building LCD network focuses on its target audience
directly.
Pizza-Hut chooses FocusMedia LCD as its single media
investment.
Positive evaluation from Pizza-Hut.
Clients’ comments
“FocusMedia covers Pizza-Hut’s target
audience directly. After two years’
observation, we chose FocusMedia as
the only media investment for
“Afternoon-Tea”. We believe that
FocusMedia could attract our specific
group effectively and deliver right
message to key target audience.”
After Sale ServiceAfter Sale Service