Ten Reasons For Choosing Body Advertisements

Teacher: "where is the largest population density in China?"

Student: "on the bus."

An interesting and helpless answer, which reminds us of the serious problem of population density in some developed cities in China.

In the downtown area of 670 square kilometers in Shanghai alone, there are 9 million 110 thousand people, with an average population density of 13 thousand and 600 persons per square kilometer.

In some administrative districts, such as Huangpu District, the population density is even as high as 55 thousand people per square kilometer, with an average of 18 square meters of urban activity space per capita.

By 2002, there were 1107 bus routes in Shanghai, with a total number of vehicles of 17412, of which about 14000 vehicles could be used to advertise.

If the area of 40 square meters per vehicle is calculated, the whole city has 560 thousand square meters of body area for advertising. In addition, if the annual advertising fee is 100 thousand per year, the city will have 1 billion 400 million.

China's large population is determined.

stay

Reason 1: the only removable form of outdoor media

Compared with other forms of outdoor media, the way of body advertisement is actively appearing in the view of the audience, and the most active and active way of communication.

From the point of view of human attention, moving objects can always be noticed. Therefore, the only moving body media can also stand out from many outdoor media and get more attention and achieve high arrival rate.

Reason 2: spread advertising information in a multi faceted way, and get close contact with consumers.

The effective visibility range of the body advertisement is greater than 270 degrees, which basically eliminates the blind area of the view. Under normal circumstances, the audience can reach two advertisements at the same time, effectively increasing the contact opportunities and ensuring the actual arrival rate of the advertisements.

The display area on both sides of the body is huge, especially when crossing the intersection.

The display area of the rear end of the car is combined with the display sides of the two sides to form the overall display, and greatly extends the effective visual distance and angle of the advertisement.

At the same time, for motorists, advertisements are especially eye-catching.

In addition, the height of the body advertisement is exactly the same as the pedestrian's sight, which can spread the advertisement information to the audience at close range, and achieve the greatest visible opportunity.

Reason 3: the advertising area is huge, the picture is clear, and the effective distance is far away.

Large area display is the precondition for effective dissemination of advertising information. Huge advertising pictures can bring strong visual impact.

The area of the single car is larger than 30 square meters, and the Double Decker is more than 70 square meters. It is called the giant mobile billboard.

MPI (media Bole) used the precise laser rangefinder in the field measurement. The maximum effective visibility of the body advertisement reached 70-75 meters, and the double decker vehicle even reached 100 meters, forming a wide effective visual area.

Because of the huge advertising screen, 30 meters away, in bad weather, small angle viewing, advertising picture is still clearly visible, even more than 60 meters away, the larger advertising picture can still ensure that the information is clearly visible (such as standing on the wide 10 Lane Road opposite).

Reason 4: suitable for various product launches.

Body advertisement is almost suitable for all industries to publish advertising messages.

In the past, customers included food, beverages, alcohol, health products, cosmetics, daily necessities, household appliances, medicines, post and telecommunications, retail department stores, real estate, financial securities, bank insurance, home building materials, clothing and accessories, office supplies, catering and entertainment, life services, IT, media, education and training, public service advertisements, etc.

With the maturity of body advertisement, many customers who seldom used outdoor type advertisements have fully realized the advantages of body advertisement.

Perhaps the most impressive thing is the 99 years of the whole network industry's pursuit of body advertisement. Do you remember the fox's footprints and tails on the body of the eye-catching Sohu? Some of the customers who were originally media industry also joined the ranks of body advertisements. There was a "Shen Jiang service guide" which was put into the body advertisement when they first appeared on the market. There were Oriental Morning Post, Youth Daily, Guangzhou daily, Yangcheng Evening News, and even TV stations and radio stations, such as "Oriental TV", "Nanjing TV station", "Chengdu radio station" and so on.

Magazines include "metropolis", "bodybuilding women", "Newsweek" and so on.

At the same time, in the past, the position of high-end brand image (not the big brand advertising industry) also rapidly changed the view of body advertisement, and seized market opportunities, such as Jinsheng insurance, Taiping Life Insurance, Ping An insurance, Haier New York life, Bank of China, China Merchants Bank, China post, China Telecom, China Unicom, China Mobile, Sinopec, Virgin Atlantic, Volkswagen POLO, Hainan Mazda, Southeast automobile, UPS, FedEx...

It can be said that the body advertisement has penetrated into various industries, and is very naturally integrated into every aspect of people's daily life.

Reason 5: high contact probability and stable contact frequency

Body advertisement is the most visible outdoor advertising media.

The average operating distance of buses is around 13KM. The average coverage of bicycles can be 0.3 square kilometers based on the actual visibility range of body advertisement. The average number of times per day is 10 times, and the average daily contact time is more than 8.7 million. If the 3 month release time is calculated, the effective OTS can reach 7800000 people (taking Shanghai as an example).

The difference between the number of advertising releases, the geographical environment and the urban area will make the contact frequency of different cities different. However, on the basis of the scale of the 15 monthly releases, we can basically ensure that the frequency of contact is more than 2 times per week in the target area, so as to extrapolate a release period of three months. The total contact frequency in the target area can reach more than 24 times, which is sufficient to protect its impression of advertising.

Reason 6: strong geographic targeting

The mobility of the body media enables it to propagate advertising messages pertinent to specific locations and achieve the purpose of advertising.

At the same time, the pit of public pport media has become a network, covering all parts of the city, bringing a wide range of advertising coverage, and effectively and effectively contacting the target audience.

For example, high-end products and luxury goods can be targeted through the business district, high-grade residential areas; mobile phones, IT computer products can go through the computer mobile phone hypermarkets; drugs can go through pharmacies and hospitals; fast moving consumer goods can go through hypermarkets, supermarkets and convenience stores; clothing can go through department stores and clothing stores; home building materials products can be sold through home stores, building material street, chain store and so on.

When selecting the route, the product can be selected for customers' business through the business district, business district, main road, characteristic street, residential area, upscale residential area, University District and so on, and the advertising information can be pmitted to the target consumers to the maximum extent.

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Reason 7: lower 1000 person cost (CPM)

According to the statistics of quark market research company, the average cost per 1000 people in the mainstream media is 20.8 yuan, followed by TV advertisement 20.64 yuan, newspaper advertisement 10.28 yuan, radio advertisement 4.43 yuan, body advertisement 1.19 yuan.

Therefore, in all media, the average cost of body advertisement is the lowest and the most competitive.

Reason 8: advertising strategy is perfect.

1. Match the purpose of advertising

The purpose of body advertisement is generally very clear. There are 4 following points.

1, the main purpose of brand image.

2, the main purpose of product promotion.

3, with television advertising as the main purpose.

4, in order to match product promotion as the main purpose.

Two, advertising strategy coordination

Effectively cooperate with radio media advertising landing work (high altitude + ground advertising mode).

For products advertised on the national media, body advertisement can help them to do the landing work of advertising information in various regions.

The advertising effect of putting together the media is far greater than the advertising effect of the single media. There are radio media coverage (TV) at the upper level, and body advertisement on the ground. At the same time, it can connect terminal selling points (stores, supermarkets, restaurants, restaurants, etc.), prompting consumers to buy to match local sales.

When the main picture of the body advertisement and the main point of the TV advertisement are at the same time, it can make the target audience receive the TV advertisement in the strong interference environment, and then identify the brand through the body advertisement, which can greatly enhance the effect of the TV advertisement.

Three. Matching of advertising schedules

1, long term body advertisement with intermittent TV ads to achieve the purpose of maintaining brand awareness for a long time.

2, in the absence of television advertising, the use of intermittent body advertising to maintain product awareness.

3, body advertisement as a continuation of television advertising, with the lowest cost of the longest time to extend the visibility of products.

4, long term television advertising and body advertising at the same time superimposed on, in a certain period of time to achieve the greatest advertising effect.

Four. Match of advertising position

1, both sides or bicycle tail release.

The advertising area is small and the price is low. It is suitable for the simple advertisement information and promotion information which appeal to the lower brand image. Meanwhile, the advertising coverage and the number of months should be increased accordingly.

2. The whole car is released.

The advertising area is large, the information dissemination is complete and beautiful, and the visual effect is good. It is suitable for the mainstream brand building and brand promotion and promotion. Due to the relatively high release cost, it will be reduced accordingly in terms of line coverage and release month.

Reason 9: consumers are closely related to body advertisement.

According to the statistics of CMMS2003 (Autumn), the proportion of TV contact among ordinary residents in 30 cities in the whole country was 93%. The number of people who had seen the advertisement in the past week was 66%. Yesterday, 57% of the newspapers were read yesterday. Yesterday, I heard 24% of the radios, that is to say, the body advertisement is the most popular media for ordinary consumers except TV.

The number of outdoor advertisements that consumers have contacted in the past week is 66%, followed by 50% of the waiting kiosks, and 44% of the top floor advertisements.

In addition to walking, 74% of consumers in the past month, the most important means of pportation is buses, followed by bicycles 47%.

At the same time, the frequency of consumers taking the bus is very high, averaging 20 times a month, 16 hours.

In terms of attitude towards life, 65% of consumers like to use products containing natural ingredients. 52% think advertisements are essential in life. 53% of consumers like personalized pursuit. At the same time, when watching TV, the 46% consumers will change their stations, which will cost advertisers a lot of advertising fees.

In addition, 42% of consumers are very aware of outdoor advertising.

The change of modern lifestyle and the increase of outdoor activities have fundamentally changed the consumer's media contact habits and ways of contact.

The main time for consumers to watch TV is concentrated at 18:00---23:00 PM, of which 19:00---22:00 is prime time.

In total, 3-4 hours, at the same time, in the 12 hours of 06:00---18:00, the proportion of consumers watching TV is not more than 13%.

The main time spent on outdoor activities is concentrated at 7:00---9:00 a.m. and 16:00---19:00 p.m. for 4-5 hours, which coincided with the TV media.

In the 13 hours of 06:00---19:00, the proportion of outdoor consumers is not less than 14%, which is in sharp contrast to the neutral time of watching TV. At this time, outdoor body advertisements can cover consumers more than 2 times a day.

In addition, consumers usually read newspapers mainly in three periods of time, before and after work, lunch break time, and the time before and after dinner, and the highest proportion of not more than 7%, are relatively low.

Reason 10: the latest research findings are encouraging.

According to the latest research results of strength media, the recognition of outdoor advertisements is 38% of the body advertisement, followed by the 23% of the bus kiosk advertisement, 14% of the big advertisement and 9% of the subway advertisement.

At the same time, 81% of the people have a fixed weekly route and 9.4 times a week. The main means of pportation is buses.

MPI (media Bole) recently carried out digital video measurement of all the bus routes in some major cities, and through the later image processing and data statistics, obtained the total number of people (OTS/Reach) that can be contacted by the body advertisement during the operation of each bus line. At the same time, through the further study of the diary retention method of the fixed sample group, the average contact frequency (Frequency) of the body advertisement was obtained, and finally the total gross comment GRP of the body advertisement was finally obtained.

This innovative research in the history of Chinese outdoor advertising has greatly promoted the standardization and scientification of outdoor advertising research.

In the first tier cities, such as Shanghai, the average monthly arrival rate of one vehicle per month is 4.8%.

At the same time, a month can reach 0.31% of Recall, that is to say, every 1% advertising Recall needs 3 months of advertising volume. In two or three line cities, the amount needed will be reduced proportionally.

The average monthly GRP of a Shanghai bus was 1 (39% per month) (3500000 per month), 55% in Guangzhou and 32% in Wuhan, and the average monthly contact with body advertisements 8.12 times.

The quantitative study of body advertisement GRP enables MPI to scientifically predict the advertising effect: for example, in a class of cities, it can reach 40% advertising Recall, 48%-58% effective advertising arrival rate (E-reach) and 4680 GRP, as well as 974 times of contact frequency, covering OTS of 426348000 times by putting 120 car months (i.e. 10 vehicles for 12 months or 12 vehicles for 10 months).

Welcome to discuss your views and opinions with the author. The author is: media Bole group Shanghai Mei Di pi le Advertising Co., Ltd., e-mail: waterchi@mpil.com