2 thoughts on “What is the future development prospects of the ladder media industry?”
Priscilla
According to CTR data, the overall growth of the advertising industry in the first quarter of 2019, but the elevator TV advertising business increased by 7.3%, elevator poster advertising business increased by 11.7%, and the step media industry remained a growth trend. In addition, the rapid development of China's elevators has laid the foundation for the development of the ladder media industry. In other words, in the context of the attenuation of online traffic dividends, elevator media has become a popular track of offline traffic. Even if the advertising industry has developed down, elevator advertising is still the priority advertising channel for advertisers. it is good. But at the same time, the pattern of the main body of advertising in the advertising market is still full of variables. The advertising market pattern of elevator TVs in the ladder media is full of variables In overall market, according to CTR data, the overall advertising industry in the first quarter of 2019 showed a negative growth; elevator TV advertising business increased by 7.3%. In compared to the TOP5 industry and its growth in the first quarter of 2018 and 2019, the following characteristics are found: First, in the first quarter of 2019, alcohol and beverages fell from TOP5, food and business services Climbing to elevator TV advertising TOP5; second, IT products and services fell from the second ranking to fourth, entertainment and leisure fell from third to fifth; third, in the first quarter of 2019, post and telecommunications, IT products and services The growth of the two industries has increased significantly, and the growth of advertising in the entertainment and leisure industries decreased from 22.3%to 10.8%; fourth, in the first quarter of 2019, the advertising investment in food, business and service industries increased high, respectively, 254.7%, respectively, respectively. 336.4%. In other words, the advertising market pattern of elevator TV in 2019 is full of variables, and business and service companies are expected to become key customers in step media advertising. Ifly influenced by the IT industry, the development of the Focus Elevator Poster business is limited It according to CTR data, elevator poster advertising business increased by 11.7%in the first quarter of 2019. Compared with the growth of the TOP5 industry in the first quarter of 2018 and 2019, it was found that in early 2019, IT products and services fell from TOP5, and alcoholic beverages climbed to elevator poster advertising TOP5. The products of the elevator industry in the step media industry have occupied the leading position. Therefore, in 2019, it was affected by the advertising market, and the company's income was greatly affected. Focus Media's first quarter revenue in 2019 was 2.61 billion yuan, a year -on -year decrease of 11.78%; net profit was 340 million yuan, a year -on -year decrease of 71.81%; the non -net profit was 115 million yuan, a significant decrease of 89%. Negative value. Focus Media also stated at the performance meeting that the main pressure of Focus is that a large part of the company's business comes from the Internet and new economy startups. In the past 5 years, the industry has obtained the most VC investment, which has a faster growth rate. In summary, the decline in advertising in the Internet industry has a greater impact on the revenue of Focus Media. 2019 The circulation industry has been settled, but the overall development of the ladder media industry is good According to the forecast of the company, China's advertising industry is expected to fall by 10%in 2019. In the case of unclear trade war, the overall macro situation in 2019 is more challenging. However, from the current data, although the advertising industry shows a downward trend as a whole, the elevator media (TV/poster) industry still maintains positive growth. In other words, in the context of the attenuation of online traffic dividends, elevator media has become a popular track of offline traffic. Even if the advertising industry has developed down, elevator advertising is still the priority advertising channel for advertisers. it is good. In addition, the preservation of China's elevators has laid the foundation for the rapid development of elevators. According to public data from the China Elevator Association, in 2018, a total of 850,000 elevators produced elevators in 2018, an increase of 5%compared with 2017; according to the data released by the Special Equipment Safety Supervision Bureau of the State Administration of Market Supervision, as of the end of 2018 The amount reached 6.2783 million units. In in the future, driven by urbanization and aging, under the requirements of national specifications for elevator equipment for construction projects, my country's elevator industry will usher in a market blue ocean. It is expected that China's elevator will have more than 10 million units in 2023. This has laid a solid foundation for the development of the ladder media industry, and ladder media companies should seize this market opportunity. In more data refer to the "China's Advertising Industry Market Prospective and Investment Strategic Planning Analysis Report" released by the Foresight Industry Research Institute.
In terms of space, the elevator belongs to a closed space. This simple and small physical space makes people be forced to close each other's interpersonal distance. The narrowing of interpersonal distance directly led to the increase in insecurity between people. In this case, the elevator will show unnatural in action, eyes, and expressions. The sending of the public welfare advertising leaflets to the timely transfer of the attention of the crowd in the elevator will help reduce people's sense of oppression caused by crowded. At the same time, unlike the transformation of the people's displacement, the same passenger in the elevator is stable, and its position is basically unchanged, which is conducive to focusing on accurately and carefully reading text.
In time, people can dispatch time in the elevator to be boring and monotonous. They can not stay on strangers for a long time, nor other layout decorations to transfer or emit embarrassing emotions for transfer or decoration. With anxiety, and the leaflet just provides an effective way to spend time, which provides the possibility and rationality for its communication effect than open space.
It's environmental characteristics and communication advantages of closed spaces are self -explanatory. People can learn from their space and time characteristics to use people's unique psychology in closed space and idle time for more effective advertising information spread. The built -in publicity posters, advertising videos, etc. in the elevator are their preliminary exploration and practice. However, due to various technical limitations, these advertisements have not given full play to their advantages. This affects its communication effect. In recent years, elevator projection advertisements have been raised. The advertising screen is directly projected on the elevator door. It occupies the sight of elevator passengers with a large screen and technology sense. It is the result of elevator flat advertisements and ordinary video advertisements to a certain extent. At present, the well -known business brands engaged in elevator projection related business brands include ladder shadows, optics, and strange screens. Elevator projection advertising is currently in the development stage and has a certain degree of defects.
. Therefore, we should make full use of the advertising environment of closed space, earnestly solve elevator advertising projection technology barriers, and refine the target audience in order to better use the promotion advantages of closed space to obtain better advertising Effect.
According to CTR data, the overall growth of the advertising industry in the first quarter of 2019, but the elevator TV advertising business increased by 7.3%, elevator poster advertising business increased by 11.7%, and the step media industry remained a growth trend. In addition, the rapid development of China's elevators has laid the foundation for the development of the ladder media industry. In other words, in the context of the attenuation of online traffic dividends, elevator media has become a popular track of offline traffic. Even if the advertising industry has developed down, elevator advertising is still the priority advertising channel for advertisers. it is good. But at the same time, the pattern of the main body of advertising in the advertising market is still full of variables.
The advertising market pattern of elevator TVs in the ladder media is full of variables
In overall market, according to CTR data, the overall advertising industry in the first quarter of 2019 showed a negative growth; elevator TV advertising business increased by 7.3%.
In compared to the TOP5 industry and its growth in the first quarter of 2018 and 2019, the following characteristics are found: First, in the first quarter of 2019, alcohol and beverages fell from TOP5, food and business services Climbing to elevator TV advertising TOP5; second, IT products and services fell from the second ranking to fourth, entertainment and leisure fell from third to fifth; third, in the first quarter of 2019, post and telecommunications, IT products and services The growth of the two industries has increased significantly, and the growth of advertising in the entertainment and leisure industries decreased from 22.3%to 10.8%; fourth, in the first quarter of 2019, the advertising investment in food, business and service industries increased high, respectively, 254.7%, respectively, respectively. 336.4%.
In other words, the advertising market pattern of elevator TV in 2019 is full of variables, and business and service companies are expected to become key customers in step media advertising.
Ifly influenced by the IT industry, the development of the Focus Elevator Poster business is limited
It according to CTR data, elevator poster advertising business increased by 11.7%in the first quarter of 2019. Compared with the growth of the TOP5 industry in the first quarter of 2018 and 2019, it was found that in early 2019, IT products and services fell from TOP5, and alcoholic beverages climbed to elevator poster advertising TOP5.
The products of the elevator industry in the step media industry have occupied the leading position. Therefore, in 2019, it was affected by the advertising market, and the company's income was greatly affected. Focus Media's first quarter revenue in 2019 was 2.61 billion yuan, a year -on -year decrease of 11.78%; net profit was 340 million yuan, a year -on -year decrease of 71.81%; the non -net profit was 115 million yuan, a significant decrease of 89%. Negative value. Focus Media also stated at the performance meeting that the main pressure of Focus is that a large part of the company's business comes from the Internet and new economy startups. In the past 5 years, the industry has obtained the most VC investment, which has a faster growth rate. In summary, the decline in advertising in the Internet industry has a greater impact on the revenue of Focus Media.
2019 The circulation industry has been settled, but the overall development of the ladder media industry is good
According to the forecast of the company, China's advertising industry is expected to fall by 10%in 2019. In the case of unclear trade war, the overall macro situation in 2019 is more challenging. However, from the current data, although the advertising industry shows a downward trend as a whole, the elevator media (TV/poster) industry still maintains positive growth. In other words, in the context of the attenuation of online traffic dividends, elevator media has become a popular track of offline traffic. Even if the advertising industry has developed down, elevator advertising is still the priority advertising channel for advertisers. it is good.
In addition, the preservation of China's elevators has laid the foundation for the rapid development of elevators. According to public data from the China Elevator Association, in 2018, a total of 850,000 elevators produced elevators in 2018, an increase of 5%compared with 2017; according to the data released by the Special Equipment Safety Supervision Bureau of the State Administration of Market Supervision, as of the end of 2018 The amount reached 6.2783 million units.
In in the future, driven by urbanization and aging, under the requirements of national specifications for elevator equipment for construction projects, my country's elevator industry will usher in a market blue ocean. It is expected that China's elevator will have more than 10 million units in 2023. This has laid a solid foundation for the development of the ladder media industry, and ladder media companies should seize this market opportunity.
In more data refer to the "China's Advertising Industry Market Prospective and Investment Strategic Planning Analysis Report" released by the Foresight Industry Research Institute.
In terms of space, the elevator belongs to a closed space. This simple and small physical space makes people be forced to close each other's interpersonal distance. The narrowing of interpersonal distance directly led to the increase in insecurity between people. In this case, the elevator will show unnatural in action, eyes, and expressions. The sending of the public welfare advertising leaflets to the timely transfer of the attention of the crowd in the elevator will help reduce people's sense of oppression caused by crowded. At the same time, unlike the transformation of the people's displacement, the same passenger in the elevator is stable, and its position is basically unchanged, which is conducive to focusing on accurately and carefully reading text.
In time, people can dispatch time in the elevator to be boring and monotonous. They can not stay on strangers for a long time, nor other layout decorations to transfer or emit embarrassing emotions for transfer or decoration. With anxiety, and the leaflet just provides an effective way to spend time, which provides the possibility and rationality for its communication effect than open space.
It's environmental characteristics and communication advantages of closed spaces are self -explanatory. People can learn from their space and time characteristics to use people's unique psychology in closed space and idle time for more effective advertising information spread. The built -in publicity posters, advertising videos, etc. in the elevator are their preliminary exploration and practice. However, due to various technical limitations, these advertisements have not given full play to their advantages. This affects its communication effect. In recent years, elevator projection advertisements have been raised. The advertising screen is directly projected on the elevator door. It occupies the sight of elevator passengers with a large screen and technology sense. It is the result of elevator flat advertisements and ordinary video advertisements to a certain extent. At present, the well -known business brands engaged in elevator projection related business brands include ladder shadows, optics, and strange screens. Elevator projection advertising is currently in the development stage and has a certain degree of defects.
. Therefore, we should make full use of the advertising environment of closed space, earnestly solve elevator advertising projection technology barriers, and refine the target audience in order to better use the promotion advantages of closed space to obtain better advertising Effect.