The advertising market is constantly evolving, the ways of contacting the target audience change and new media appear every day that allow us to impact users at any time of the day. And what better than the Chinese market to discover new ways to reach our target such as mobile television. Screens in the subway that offer announcements and information about the next train, televisions in public buses, a taxi driver showing how to use the touch screen in the car, coverage in the subway to make the journey more enjoyable. Mobile advertising is changing the habits and lifestyle of Chinese citizens.
This boom in advertising media is driven by the increase in the use of mobile devices and smartphones, and above all by improvements in telecommunications networks. We are experiencing the democratization of Internet use.
The new generation of ‘users’ of the Asian giant almost never travels without a mobile. They use it in the morning to see what the weather is like, read news, or access social media or email. They use their GPS to get to work and when they get bored they download music or read a book.
According to a report by market research firm China CTR, since 2007 the number of people now accessing mobile media in China has exploded, with a sharp increase in mobile advertising targeting travelers. Growth that will continue to evolve over the next five years in which brands will adopt revolutionary changes to reach consumers and users through these channels.
Demographic studies indicate that the urban population in China has increased notably to twice the size of the entire population of the United States. This large influx has led to the public transport networks of large cities also becoming a stage where advertising also plays a leading role. Many of the buses and subways in cities like Shanghaiya are equipped with audio-visual screens to attract the attention of travelers and launch their messages to connect with users and consumers.
Advertisers are betting on mobile TV
Major companies and advertisers such as Procter and Gamble and Unilever are regularly investing in this type of mobile TV-based advertising.
Last October, Vancl clothing advertisers began running two commercials on public transportation system televisions in Beijing, Shanghai, Guangzhou and Chengdu. The campaign helped sales grow hugely, from 600 million yuan to 2 trillion in just one year.
Similar success was experienced by a maternity clothing company, which began advertising in maternity wards. In this way he was not only addressing pregnant women, but also their husbands, friends or family.
Finally, it should be noted that in the third quarter of 2010, advertising spending in mobile media grew by 19% this year, reaching 3.07 billion dollars.