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China Outdoor Advertising Industry Market Prospective and Investment Strategy Report, 2013-2017
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Table of Contents
Content Summary
Chapter 1: Development Overview of Outdoor Advertising Industry
1.1 Overview of Outdoor Advertising Industry
1.1.1 Definition of Outdoor Advertising
1.1.2 Classification of Outdoor Advertising
(1) Classification according to Media Position
(2) Classification according to Advertisement’s Performance Nature
(3) Classification according to Performance Ways
(4) Classification according to other ways
1.1.3 Characteristics of Outdoor Advertising
(1) Morphological Characteristics
(2) Transmission Characteristics
1.1.4 Release Process of Outdoor Advertising
(1) Necessary Condition to Apply Outdoor Advertising
(2) Process to Apply Outdoor Advertising Release
1.1.5 Importance and Role of Outdoor Advertising Industry
(1) Relationship with Urban Construction
(2) Relationship with Urban Cultural Image
(3) Relationship with Urban Economic Development
1.2 Groups of Outdoor Advertising Industry
1.2.1 Overview of Media Biological Groups
(1) Definition of Media Biological Groups
(2) Characteristics of Media Biological Groups
1.2.2 Group Structure of Outdoor Advertising Industry
(1) Major Groups of Outdoor Advertising Industry
(2) Relationship among the Groups of Outdoor Advertising Industry
1.2.3 Group Contradiction of Outdoor Advertising Industry
(1) Contradiction between Advertisement Major Group and Advertising Media Group
(2) Internal Contradiction of Advertising Company Group
(3) Contradiction between Advertising Company Group and Capital Group
1.3 Development Environment of Outdoor Advertising Industry
1.3.1 Management Regulations of the Industry
(1) Regulatory Authorities of the Industry
(2) Regulations and Policies of the Industry
(3) Relevant Standards of the Industry
1.3.2 Analysis of Economic Environment
(1) Analysis of International Macro Environment
(2) Analysis of Domestic Macro Environment
(3) Influence of Macro Environment to the Industry
1.3.3 Analysis of Social Environment
(1) Analysis of Cultural Environment
(2) Analysis of Consumption Condition
(3) Analysis of Urban Environment
1.4 Research Institution and Methods of the Report
1.4.1 Introduction of Research Institution
1.4.2 Overview of Research Methods
Chapter 2: Development of Outdoor Advertising Industry
2.1 Development of International Outdoor Advertising Industry
2.1.1 Development Progress of International Outdoor Advertising Industry
2.1.2 Overall Status of International Outdoor Advertising Industry
2.1.3 Development of American Outdoor Advertising Industry
(1) Management Standards of American Outdoor Advertising Industry
(2) Market Scale of American Outdoor Advertising Industry
(3) Demand Structure of American Outdoor Advertising Industry
(4) Major Customers of American Outdoor Advertising Industry
2.1.4 Development of European Outdoor Advertising Industry
(1) Scale of European Outdoor Advertising Industry
(2) Development of European Outdoor Advertising
(3) Release Content of European Outdoor Advertising
(4) Prospects Forecast of European Outdoor Advertising Industry
2.1.5 Development of Outdoor Advertising Industry of Asian Countries
(1) Development of Japanese Outdoor Advertising Industry
(2) Development of Singapore Outdoor Advertising Industry
(3) Development of Indian Outdoor Advertising Industry
2.1.6 Prospects of International Outdoor Advertising Industry
2.2 Progress of China Outdoor Advertising Industry
2.2.1 Development Progress of China Outdoor Advertising Industry
(1) Recovery Development Period
(2) Reform Development Period
(3) Expansion Development Period
(4) Stable Development Period
(5) Fast Development Period
2.2.2 Development Status of China Outdoor Advertising Industry
(1) Significant Increase of Industry Concentration Ratio
(2) Professional Standard for Advertising Planning
(3) Outdoor Advertising Pays more Attention to Innovation
(4) Fierce Competition to Advertisement Media Resource
2.2.3 Analysis of China Outdoor Advertising Market
(1) Market Scale of Outdoor Advertising Industry
(2) Investment Brands of Outdoor Advertising
(3) Investment Industry of Outdoor Advertising
(4) Price Trend of Outdoor Media
(5) Profit of Outdoor Advertising Industry
2.3 Competition of China Outdoor Advertising Industry
2.3.1 Competition of Outdoor Advertising Industry
(1) Competition Status of Outdoor Advertising Industry
(2) Competitive Landscape of Outdoor Advertising Industry
(3) Potential Threat of Outdoor Advertising Industry
2.3.2 Investment, Merger and Reconstruction of Outdoor Advertising Industry
(1) Overview of Investment, Merger and Reconstruction of Outdoor Advertising Industry
(2) Investment, Merger and Reconstruction of Foreign-owned Outdoor Advertising Enterprises
(3) Investment, Merger and Reconstruction of Domestic Outdoor Advertising Enterprises
2.4 Challenges and Opportunities of China Outdoor Advertising Industry
2.4.1 Challenges of Outdoor Advertising Industry
2.4.2 Opportunities of Outdoor Advertising Industry
Chapter 3: Audience and Injecting Effectiveness of Outdoor Advertising
3.1 Analysis of Outdoor Advertising Audience
3.1.1 Lifestyle of Outdoor Advertising Audience
(1) Time the Audience Spend Outdoor
(2) Vehicles the Audience Choose
3.1.2 Advertisement Contact Habit of Outdoor Advertising Audience
(1) Contact Frequency of Outdoor Advertising to Audience
(2) Outdoor Advertising Contact of the Audiences of different Ages
(3) Outdoor Advertising Contact of the Audiences of different Income
3.1.3 Cognitive Psychology of Outdoor Advertising Audience
(1) Acknowledge of Outdoor Advertising for Audience
(2) Preference of Outdoor Advertising Audience
3.1.4 Psychological Demand of Outdoor Advertising Audience
3.2 Injecting Effectiveness of Outdoor Advertising
3.2.1 Influence of Outdoor Advertising Environment to Injecting Effectiveness
3.2.2 Influence of Outdoor Advertising Innovation to Injecting Effectiveness
3.2.3 Influence of Outdoor Advertising Injecting Time to Injecting Effectiveness
3.2.4 Influence of Outdoor Advertising Media Types to Injecting Effectiveness
3.3 Suggestions to Outdoor Advertising Design and Injecting
3.3.1 Design Strategies to Outdoor Advertising
(1) Increase the Attention to Outdoor Advertising
(2) Enhance the Memory to Outdoor Advertising
(3) Enlarge the Imaginary Space to Advertisement
(4) Emotional Experience Design of Outdoor Advertising
3.3.2 Suggestions to Outdoor Advertising Injecting
(1) Injecting Time Selection of Outdoor Advertising
(2) Injecting Place Selection of Outdoor Advertising
(3) Injecting Media Types Selection of Outdoor Advertising
Chapter 4: Major Market Segmentation of Outdoor Advertising Industry
4.1 Analysis of Outdoor Electronic Screen Advertising Market
4.1.1 Definition and Classification of Outdoor Electronic Screen Advertising Market
(1) Definition of Outdoor Electronic Screen Advertising Market
(2) Classification of Outdoor Electronic Screen Advertising Market
4.1.2 Status of Outdoor Electronic Screen Advertising Market
(1) Overall Scale of Outdoor Electronic Screen Advertising Market
(2) Competitive Landscape of Outdoor Electronic Screen Advertising Market
(3) Scale of Outdoor Electronic Screen Advertisers
4.1.3 Analysis of Outdoor Electronic Screen Advertising Market Segmentation
(1) Scale of Outdoor Electronic Screen Advertising Market Segmentation
(2) Analysis of Bus and Metro Electronic Screen Advertising Market
(3) Analysis of Commercial Building Electronic Screen Advertising Market
(4) Analysis of Aviation Electronic Screen Advertising Market
4.1.4 Development Trend of Outdoor Electronic Screen Advertising Market
(1) Promotion Factors of Outdoor Electronic Screen Advertisement
(2) Forecast of Outdoor Electronic Screen Advertising Market Scale
4.2 Analysis of Bus Body Advertising Market
4.2.1 Definition and Characteristics of Bus Body Advertising
(1) Definition of Bus Body Advertising
(2) Characteristics of Bus Body Advertising
(3) Advantages of Bus Body Advertising
4.2.2 Status of Bus Body Advertising Market
(1) Scale of Bus Body Advertising Market
(2) Competition of Bus Body Advertising Market
(3) Regional Bus Body Advertising Market
4.2.3 Condition of Bus Body Advertising Injecting
(1) Analysis of Bus Body Advertising Injecting Industries
(2) Analysis of Bus Body Advertising Injecting Brands
4.2.4 Injecting Effectiveness of Bus Body Advertising
(1) Influencing Factors to Injecting Effectiveness of Bus Body Advertising
(2) Evaluation of Injecting Effectiveness of Bus Body Advertising
(3) Forecast of Injecting Effectiveness of Bus Body Advertising
4.3 Analysis of Elevator Print Advertising Market
4.3.1 Basic Information of Elevator Print Advertising
(1) Fundamental Dimension of Elevator Print Advertising
(2) Fundamental Form of Elevator Print Advertising
(3) Screen Manufacturing of Elevator Print Advertising
(4) Target Audience of Elevator Print Advertising
4.3.2 Status of Elevator Print Advertising Market
(1) Development of Elevator Print Advertising Market
(2) Condition of Elevator Print Advertising Regional Market
4.3.3 Condition of Elevator Print Advertising Injecting
(1) Coverage of Elevator Print Advertising Injecting
(2) Analysis of Elevator Print Advertising Injecting Industry
(3) Analysis of Elevator Print Advertising Injecting Brands
4.3.4 Analysis of Elevator Print Advertising Injecting Effectiveness
(1) Accepting Rate Evaluation of Elevator Print Advertising
(2) Evaluation of Target Audience
(3) Effectiveness Reflection of Elevator Print Advertising
4.4 Analysis of other Outdoor Advertising Market Segmentation
4.4.1 Analysis of Spotlight Advertising Market
(1) Development Status of Spotlight Advertising Market
(2) Development Trend of Spotlight Advertising Market
4.4.2 Analysis of Bus-stop Shelter Advertising Market
(1) Development Status of Bus-stop Shelter Advertising Market
(2) Development Trend of Bus-stop Shelter Advertising Market
4.4.3 Analysis of Single Column Advertising Market
(1) Development Status of Single Column Advertising Market
(2) Development Trend of Single Column Advertising Market
4.4.4 Analysis of Neon Light Advertising Market
(1) Development Status of Neon Light Advertising Market
(2) Development Trend of Neon Light Advertising Market
Chapter 5: Analysis of Regional Markets of Outdoor Advertising Industry
5.1 Development Overview of Regional Markets of Outdoor Advertising Industry
5.2 Analysis of Outdoor Advertising Market in First-tier Cities
5.2.1 Development Overview of Outdoor Advertising in First-tier Cities
5.2.2 Development of Outdoor Advertising Market in Beijing
(1) Management Standards of Outdoor Advertising Market in Beijing
(2) Market Status of Outdoor Advertising Market in Beijing
(3) Media Resources of Outdoor Advertising in Beijing
(4) Competitive Landscape of Outdoor Advertising Industry in Beijing
5.2.3 Development of Outdoor Advertising Market in Shanghai
(1) Management Standards of Outdoor Advertising Market in Shanghai
(2) Market Status of Outdoor Advertising Market in Shanghai
(3) Media Resources of Outdoor Advertising in Shanghai
(4) Competitive Landscape of Outdoor Advertising Industry in Shanghai
5.2.4 Development of Outdoor Advertising Market in Guangzhou
(1) Management Standards of Outdoor Advertising Market in Guangzhou
(2) Market Status of Outdoor Advertising Market in Guangzhou
(3) Media Resources of Outdoor Advertising in Guangzhou
(4) Competitive Landscape of Outdoor Advertising Industry in Guangzhou
5.2.5 Development of Outdoor Advertising Market in Shenzhen
(1) Management Standards of Outdoor Advertising Market in Shenzhen
(2) Market Status of Outdoor Advertising Market in Shenzhen
(3) Media Resources of Outdoor Advertising in Shenzhen
(4) Competitive Landscape of Outdoor Advertising Industry in Shenzhen
5.3 Analysis of Outdoor Advertising Market in Second and Third-tier Cities
5.3.1 Development Overview of Outdoor Advertising Market in Second and Third-tier Cities
5.3.2 Development of Outdoor Advertising Market in Wuhan
(1) Management Standards of Outdoor Advertising Market in Wuhan
(2) Market Status of Outdoor Advertising Market in Wuhan
(3) Media Resources of Outdoor Advertising in Wuhan
(4) Competitive Landscape of Outdoor Advertising Industry in Wuhan
5.3.3 Development of Outdoor Advertising Market in Nanjing
(1) Management Standards of Outdoor Advertising Market in Nanjing
(2) Market Status of Outdoor Advertising Market in Nanjing
(3) Media Resources of Outdoor Advertising in Nanjing
(4) Competitive Landscape of Outdoor Advertising Industry in Nanjing
5.3.4 Development of Outdoor Advertising Market in Hangzhou
(1) Management Standards of Outdoor Advertising Market in Hangzhou
(2) Market Status of Outdoor Advertising Market in Hangzhou
(3) Media Resources of Outdoor Advertising in Hangzhou
(4) Competitive Landscape of Outdoor Advertising Industry in Hangzhou
5.3.5 Development of Outdoor Advertising Market in Chengdu
(1) Management Standards of Outdoor Advertising Market in Chengdu
(2) Market Status of Outdoor Advertising Market in Chengdu
(3) Media Resources of Outdoor Advertising in Chengdu
(4) Competitive Landscape of Outdoor Advertising Industry in Chengdu
5.3.6 Development of Outdoor Advertising Market in Changsha
(1) Management Standards of Outdoor Advertising Market in Changsha
(2) Market Status of Outdoor Advertising Market in Changsha
(3) Media Resources of Outdoor Advertising in Changsha
(4) Competitive Landscape of Outdoor Advertising Industry in Changsha
5.3.7 Development of Outdoor Advertising Market in Chongqing
(1) Management Standards of Outdoor Advertising Market in Chongqing
(2) Market Status of Outdoor Advertising Market in Chongqing
(3) Media Resources of Outdoor Advertising in Chongqing
(4) Competitive Landscape of Outdoor Advertising Industry in Chongqing
Chapter 6: Leading Enterprises of Outdoor Advertising Industry
6.1 Development Overview of Outdoor Advertising Enterprises
6.2 Management Analysis of Leading Outdoor Advertising Enterprises
6.2.1 Management Analysis of Focus Media Holding Limited
(1) Brief Analysis of Enterprise Development
(2) Analysis of Major Economic Index
1) Analysis of Profit
2) Analysis of Assets and Liabilities
3) Analysis of Cash Flow
4) Analysis of Major Indexes
(3) Analysis of Enterprise Organization Structure
(4) Analysis of Enterprise’s Products and Service
(5) Analysis of Enterprise’s Outdoor Media Resources
(6) Analysis of Enterprise Service Areas
(7) Analysis of Enterprise Management Advantages and Disadvantages
(8) Analysis of Enterprise Investment, Merger and Reconstruction
(9) Analysis of Enterprise Latest Development Trend
6.2.2 Management Analysis of Vision China Media Inc.
(1) Brief Analysis of Enterprise Development
(2) Analysis of Major Economic Index
1) Analysis of Profit
2) Analysis of Assets and Liabilities
3) Analysis of Cash Flow
4) Analysis of Major Indexes
(3) Analysis of Enterprise Organization Structure
(4) Analysis of Enterprise’s Products and Service
(5) Analysis of Enterprise’s Outdoor Media Resources
(6) Analysis of Enterprise Service Areas
(7) Analysis of Enterprise Management Advantages and Disadvantages
(8) Analysis of Enterprise Investment, Merger and Reconstruction
(9) Analysis of Enterprise Latest Development Trend
As outdoor advertising has become one of the image shows for a city and a country, the central and local governments pay more attention to the development of outdoor advertising and publish related industry standard which may promote the standardization fast development of outdoor advertising industry. Meanwhile, the outdoor advertising corporations will develop towards professionalization, networking and collectivization. In one word, development prospect of outdoor advertising industry is extremely promising.
With decades of development history, outdoor advertising has become the advertising model of rich media types, abundant expressions and fast development. The fully exploited TV and newspaper advertising resources in current years drive more attention to outdoor advertising due to its development quality and quantity.
There is a leaping growth for China outdoor advertising industry since 1990s. Annual growth of outdoor advertising investment from corporations is 25%. And the total nationwide outdoor advertising investment in 2010 reaches 45.2 billion Yuan which is 23.84% more than that of last year’s. It is the first time to clearly propose that “to promote the healthy development of advertising industry” in the state “twelfth five years” plan. The contribution of advertising industry to national economy has increased from zero to 0.6% during the “twelfth five years” period. And outdoor advertising is an important part of advertising industry and the advertising form which finish the content spread and penetration in an audience voluntary, casual and non-time-occupying condition. It has a great impact on consumers’ purchasing behavior and values. Moreover, so many corporations have gained attractive return from the outdoor advertising investment and outdoor advertising is more and more popular for advertisement owners in different industries. Therefore, the outdoor advertising market is hopefully to continue the fast development.
China economy is stable in 2011. Although the rise in price put more marketing pressures on some corporations, it has little influence on advertising market that the growth rate of advertising market in China is about 15% while the year-on-year growth rate of outdoor advertising market is 13%-15%. It is estimated that investment of China outdoor advertising in 2011 will reach 51.5 billion Yuan.
In the market segmentation field of outdoor advertising industry, outdoor electronic screen advertising market, bus body advertising market and lift flat advertising market drive highly attention due to the wide audience coverage and effective advertising, etc. Among which market scale of outdoor electronic screen advertising takes the biggest market share that it reaches 6.23 billion Yuan in 2010 while total advertisement owners of outdoor electronic screen advertising market are 16,000. And the Focus Media is the leading corporation in this market segmentation which market share continuously ranks first. In the third season of 2011, market scale of China outdoor electronic screen advertising has reached 2.216 billion Yuan with a chain growth rate of 17% and a year-on-year growth rate of 32%.
Presently, the domestic outdoor advertising industry is mainly concentrated in the first and second tier cities. Among which four first tier cities—Beijing, Shanghai, Guangzhou and Shenzhen take nearly half of the national market share. And outdoor advertising industry in the third and fourth tier cities still on the awaiting developing stage. However, as the first tier city is in market saturation and the second tier city is well developed, more and more outdoor advertising industry investors start to pay attention to the third and fourth tier cities. The third and fourth tier cities are not only the main force which takes over abundant rural surplus-labor but also the main growth point for new economic development and social consumption. To exploit the third and fourth tier cities on such a new departure, the outdoor advertising media suppliers should have a harvest future.
There are a large number of China outdoor advertising industry corporations which is about 70,000 currently. But as the operation of outdoor advertising industry is limited by the fixed media resources, most of the outdoor advertising media suppliers are focusing on the regional operation while few of them develop into nationwide brands such as Focus Media, CTS Media, and Air Media, etc.
As outdoor advertising has become one of the image shows for a city and a country, the central and local governments pay more attention to the development of outdoor advertising and publish related industry standard which may promote the standardization fast development of outdoor advertising industry. Meanwhile, the outdoor advertising corporations will develop towards professionalization, networking and collectivization. In one word, development prospect of outdoor advertising industry is extremely promising.
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