Focus Media

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Shanghai Outdoor LED Network

• Focus Media
• Nov,2006

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Outdoor LED Ad

• Outdoor LED Ad
• Innovative LED technology
• Display colors16 million
• Resolution32,000
• Image fidelityhigh
• Sound euphonious
• Size1.7mx1.7m, 2mx2m, 2.21mx1.36m
• New technology permits creative display
• Two parallel screens allow different creative
  display at the same time
  
• Change material quickly and cost efficiently

Note Please refers to FocusMedias technology
department for details
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Locations

• Distributed in main commercial locations
• Shopping area
• Huaihai Zhong Road, Baisheng, Balichuntian,
  Taipingyang, Saibo, Chongqing Road, Nanjing Xi
  Road, Nanjing Dong Road,Yanan Road
  
• Entertainment area
• Xintiandi, People Square, Wai Tan, Xu Jia Hui,
  Mei Luo Cheng
  

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Frequently Visiting Commercial Locations

Frequently Visiting Commercial Locations
Q Have you visited these locations?
Source CTR Base All Respondent n201
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Target Audience Profile

• Demographics
• Young-aged,70 are at age of 15-35
• Well-educated, 60 are over senior high school
• Average household monthly income RMB 4000
• Life-style
• White-collar, work in downtown commercial
  building
  
• Frequently shopping in premium department stores
• Frequently visiting entertainment areas
• Psychographics
• Active, willing to face challenge
• Trendy, self-confident and independent

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Target Audience Profile Age

Base All Respondent
Source CTR
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Target Audience Profile Psychographics
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Target Audience Profile Personal Monthly Income
Unit RMB
Nearly 50 are 3000-6000

Base All Respondent
Source CTR
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LED Is More Attractive Than Traditional Outdoor
Media

• Traditional outdoor media
• Board?light box and poster
• Single pictures
• No sound
• Most ads are placed higher than eyes level, hard
  to draw peoples attention
  
• Expensive production cost

• LED
• TV ad, moving pictures
• Has voice-over to draw attention
• LED is placed at eyes-level, easy to catch eyes
• Cost efficiently, no additional material charge

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LED Targets On Young Audience

• Most people believe that LED is unique and
  eye-catching, especially female and young people
  (15-35)
  

Q Does LED ad attract you?
SourceSouth China International
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High Recognition

• More than 50 watch LED when they pass by LED,
  and remember details of LED ad (e.g., In Huaihai
  Road 82 target audiences recognized LED ad)
  
• Half of target audiences can recall brand names

Q Will you watch ad when you pass LED?
SourceSouth China International
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The Attentive Frequency Of LED Within Last Week

Average3.41 Times/week
Base All Respondent who have seen LED before
n182
Source CTR
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Evaluation on LED
Strongly Agree Somewhat Agree()
Evaluation on LED
This medium is unique High image fidelity leads t
o good ad effectiveness Easy to catch eyes It
makes me more willing to watch ad
It improves my inference towards ad
It helps me better understand ad
Much easier to remember brand in ad
I will recall ad content when I am purchasing
Influence on brand image
Base All Respondent n201
Source CTR
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Existing Clients

• Cosmetic
• Avon, LOreal, Biotherm, Shiseido (Aupres, ZA,
  UNO), Mentholatum, Schwarzkopf, POLA, OHUI
  
• Bank
• China Construction Bank, Bank of Communications,
  Citic Industrial Bank , Citi-Bank China, Standard
  Chartered Bank, Industrial and Commercial Bank of
  China, Shanghai Pudong Development Bank, JCB
• Handset/Digital/Telecom
• SONY?SONY Ericsson?China Mobile, China Unicom,
  Nokia, MOTO
  
• Electronics
• HITACHI?Omron?PANASONIC?Sony
• Food
• McDonalds, Kentucky, Bread Talk, Master Kong,
  Yakult, Weichuan.
  
• Wine
• VSOP, Absolut, Johnnie Walker, Budweiser, Chivas
  
  
• Auto
• POLO, PASSAT, SAAB
• Others
• Vogue?ELLE?Shi Shang Jia Ju?MTV, Show With, IPOD,
  Australia Visit Tour, Ikea, Mangocity, Ichi,
  Tissot, SOGAL, Milan-bride, etc,.
  

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Rate Card
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Locations Of LED(Package A)
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Locations Of LED(Package B)
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Locations Of LED(Package C)