Public data show that in 2016, the box office of Chinese films exceeded 45.5 billion yuan, with 1.374 billion movie attendance, and 77 percent of young people went to the cinema at least once a week. This figure still has huge room for continuous growth in the sinking market in the future.
nowadays cinemas have become the main places of leisure and entertainment for young people. According to public data, the box office of Chinese films exceeded 45.5 billion yuan in 2016, with 1.374 billion moviegoers and 77 percent of young people going to the cinema at least once a week. This figure still has huge room for continuous growth in the sinking market in the future.
under this development trend, the value of pre-screening advertising has been further highlighted. This term, which has been suddenly popular in the past two years, has become an industrial chain. some relevant organizations predict that with the intensive and diversified development of cinemas, Yingqian Advertising has become a segment of the industry with an annual output value of 3 billion yuan in 2016, with the emergence of focus Crystal Vision, Jingmao Media, Spark Media and other companies. at the 24th China International Advertising Festival, which just ended, the reporter had a conversation with Lin Shuiyang, CEO of Spark Media. "now that the cinema industry has completed national coverage in more than 700 cities across the country faster than the Internet, the film screen has become the only video medium that can cover the basic young consumer power population. in the face of the huge" cake "of the pre-screening advertising market, Spark Media laid out earlier and took the lead in discovering the problems in the industry-how to maximize advertising value." Lin Shuiyang said.
pre-release advertising is decentralized, sinking from first-line to second-and fifth-tier cities. From the user side in recent years, in the face of the development of a new generation of groups and mobile terminals, users have diversified ways to obtain entertainment content.
strong > Lin Shuiyang told reporters that the transformation from obtaining content through TV newspapers to obtaining entertainment content through TV + mobile + cinemas is a decentralized process. / strong > from a brand point of view, the traditional brand advertising budget is also divided from a single TV budget into TV + Internet (including Internet video, Weibo and Wechat), and with the sinking of Internet products and the increase of online traffic costs, the differentiation will become larger and larger. The trend of brand launch in recent years is that from covering first-tier cities to spreading into a popular consumer brand, it is still a decentralized process. at present, there are 8500 cinemas in China, and less than 30% of the screens are placed in large-scale advertisements, and 70% of the screens are largely idle. This is the current situation of the industry. In order to complete the remaining 70% coverage, relying on the traditional management mode of pre-screening advertising and traditional outdoor advertising, the management cost is huge and almost impossible. for traditional companies that only sell free rooms and venues, most of these 70% of the screens are not head resources, and the attendance of cinemas can not meet the needs of advertisers. therefore, it is a good choice for advertising layout to sink to 2-5 tier cities before screening. Public materials show that Spark Media's advertising platform has connected 2000 cinemas in 2-5 tier cities, accounting for 20% of the number of screens in the country, and will cover 3000 in the next six months. with the decentralization of marketing, the risk of TV delivery is getting higher and higher, and the Internet delivery is too fragmented, so it is difficult to have a video medium that can cover all the prefectures and cities in the country and cover the young people with the most spending power, so the emergence of pre-screening advertisements can almost well solve the problem of coverage by young consumers. Lin Shuiyang told reporters that Spark Media is essentially a product technology company, through product technology-driven transformation of the entire industry, through its own basic TMS to complete the digital transformation of traditional pre-screening advertising, so as to achieve a substantial improvement in management efficiency, making it easier for brand advertisers to conduct on-screen advertising in national cinemas through the spark pre-screening advertising platform.
at the same time, the company pioneered the sales mode of CPM person-time in the industry, which solved the problem of selling cinemas with non-core resources. At this stage, the company will pay more attention to the coverage of the basic population rather than the coverage of the current industry agents for the population of high net worth cities.
in addition, the company has also established a self-help trading platform for pre-screening ads, which makes it easier for cinemas with Spark Smart-TMS to publish pre-release ad inventory on the platform, and makes it easier for brand advertisers in need to buy pre-screening ads through the platform. Its role mainly shortens the pre-release advertising process of dozens of offline steps to standardized processes, and most of the work can be done by self-help through the online platform. pre-release advertising is still in its infancy, and the transparency of the industry needs to be improved. nowadays, pre-release advertising is still in the period of development, and there are still many problems in the process of decentralization of advertising. The first is the lack of media. at present, there is no large-scale media to choose in 2-5 tier cities. in addition, advertisements for 2-5 urban cinemas are not easy to sell at the cinema end. On the agency side, because everyone's resources are highly concentrated in first-and second-tier cities and cinemas of high-quality cinemas, customer competition and price competition are very fierce, because the barriers to entry of agency companies are very low. If you have the money to buy resources, you can enter the industry without your own core technical barriers. "for advertisers, there is also a lack of transparency and inefficiency in the traditional pre-screening advertising industry. In the current mobile Internet, when the transparency of online media is becoming more and more transparent, when the transparency is not high, the budget will slowly reduce investment. So Spark Media is also promoting the transparency of the entire industry through the digitization of pre-screening advertising. " Lin Shuiyang said. Edit: mary