China LED large screen advertising market into a more standardized and mature stage of development

Analysys International Research shows that the third quarter of 2008, China's LED large screen advertising market size has reached $144 million 800 thousand, China LED large screen advertising market into a more standardized and mature stage of development.

Analysys International News January 21st, Analysys International Research shows that the third quarter of 2008, LED large screen advertising market size reached $144 million 800 thousand, about 2 times in the second quarter of 2007. Growth is mainly due to: first, the increasing number of media resources, coverage gradually expanded; two is due to the strict control of China's outdoor advertising, has become the formation of the LED screen is a scarce resource, price increases significantly.

Analysys International Research believes that China's LED large screen market is the mainstream market in China's outdoor electronic screen advertising market. Because of the traditional outdoor big policy restrictions gradually increased, while the outdoor LED large screen technology innovation so that the performance is stronger, less energy consumption, lower manufacturing costs. After several years of market development, the domestic outdoor LED large screen market business model, profit distribution model, has entered a more standardized and mature stage of development. The current situation and trend of the specific business model is as follows:

1 China LED big screen market development has encountered some obstacles. The first is the financial crisis reduced its main advertising marketing budget, luxury goods, cars, real estate advertising in marketing investment has been reduced, the short term effect of LED large screen media for this type of large customers. Secondly, although the business model is mature, but advertisers education and market expansion is the field to further expand the scale of the difficulties encountered in the market. How to reflect the value of the media, monitoring system and evaluation of the effect is not perfect, leading to the capital side and advertisers underestimate the value of new media forms. Finally, the degree of market integration is not enough, now the media mainly concentrated in the District, CBD, subway stations, airports, train stations and other channels, which have the most mature channels, but the fierce competition has reduced the bargaining power.

2 "Beijing city outdoor electronic display setting standards" and other outdoor advertising management policies to improve the industry threshold, limiting the entry of small operators, largely constitute large operators and a trade barriers, beneficial to the development of the industry. The introduction of this provision in the early stages of market development, contribute to the long-term healthy development of the market, and on the basis of the subsequent provisions of the implementation, will lead to changes in the market segments of other market segments.

3.2008 years is the world's most severe macroeconomic environment of the year, China's economic growth slowed, some industry advertisers will cut the marketing budget. Outdoor LED large screen media dependence on the real estate industry and the automotive industry is very large, the arrival of the financial crisis, the two industries have entered a period of calm adjustment, so in 2009 to the development of large-scale LED media brings new challenges.

4 outdoor LED large screen can accommodate a lot of audience at the same time, it is expected to become an essential urban information system. At present, broadcasters pay attention to real-time communication needs of LED large screen market, Shanghai Oriental Pearl, Beijing BAMC, CCTV, Phoenix have operations or planning to operate the outdoor LED screen tv. Beijing Olympic Games during the construction of 26 Olympic Cultural Square LED large screen TV, through the terrestrial digital TV transmission technology broadcast a total of 15756 hours of television programs, about 2 million 300 thousand people watching.