After Ali and Jingdong, 58 city-to-city elevator advertising battles
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It was learned that Lun Media’s CEO Luo Fei announced at the “China Outdoor Advertising Innovation Conference” that Tongzhong Media has received 10 million financing from 58 cities.
Tongzhong Media was established in 2009 as an elevator advertising media, focusing on static advertising on the bulletin board outside the elevator, capturing the time users wait for the elevator. The bulletin board media is different from the traditional frame media placed in the ladder, and has the characteristics of large visual range and low coverage cost. In a multi-story building, a bulletin board can achieve full coverage of the crowd, and there is no need to double the number of elevators.
Tongzhong Media CEO Luo Yufei graduated from Shenzhen University and served as the largest broadband agent in Shenzhen Tianwei. The company’s main customers in the early years were major operators and Suning and other companies. At present, in addition to helping KFC, Pizza Hut, Shanghai Volkswagen and other large enterprises to do elevator marketing, it also increases exposure to small and medium-sized enterprises in the sinking market. At present, in the number of community buildings, the market share of Tongzhong Media is high, covering Vanke Property, Great Wall Property, Poly Property and China Shipping Property.
In the current Internet traffic peaks, and more and more expensive, offline elevator advertising has become a more cost-effective choice for advertisers. The statistics of Guotai Junan show that the market share of the ladder media reached 35.6% in 2018, the online Internet advertising growth rate dropped by 6.1%, and the offline media advertisements showed considerable growth. The cost of elevator video, elevator frame and cinema video increased by 20.4%, 18.8% and 25.5%. According to the report of iResearch, the outdoor advertising market for building elevators in China increased by 34.8% in 2018.
However, due to the macroeconomic impact, advertisers’ budgets have been reduced, and the ladder has also been affected. The share price of the head company Focus Media has also dropped by more than 20% from last year’s high, and the revenue outlook is not optimistic.
The ladder market is a hot area for all parties to compete for capital. After Ali invested in Focus Media, Baidu and Jingdong also entered the trendy media. The 58 cities in the same city, Tongzhong Media, also allowed several ladders to be bound to different Internet companies, which also indicates that the online and offline integration of the advertising industry is the general trend.
Reference source: http://finance.sina. Com.cn/stock/relnews/us/2019-10-17/doc-iicezzrr2947780.shtml