China’s DOOH Market Valued Over 1.4 Billion Yuan

On-yi Lo

Analysys International recently released a report stating that in the second quarter of 2009, the value of the Chinese DOOH advertising market reached 1.46 billion yuan. The chain index rose 12.7% from the last quarter, but fell 8.7% compared to the same period last year.

Analysys International believes that some market segments have not escaped the downturn in the marketplace, and as a whole the rebound in the market is not strong, with market size in this quarter not meeting the level of the same period last year. The future prospects of the DOOH advertising market are expected to be revealed in the second half of the year as China’s macro-economic state improves.

Analysys said that Focus Media have isolated cinema business from the business premises network, so Analysys International has modified the definition of the various market segments, under which cinema channels will be classified into other categories. Thus public transport and subway sector have topped the market share this quarter at 33.3%, with a robust performance.

The large LED market has achieved a better performance this quarter with a growth of 11.3% in its share, as a result of a much higher amount of investment being put into Q2 by its advertisers compared to Q1, closely related to the significant increase in promotional discounts by major carriers, as well as the slow rebound of economy.

The current market shows a significant increase of infiltration in electronic screen media operators and traditional media operators, especially in aviation, subway, commercial streets, railway and other channels where commercial value is particularly high.

Translated from Chinese to English by Onyee Lo, from an original post written by Eva Zhang over on – reprinted with kind permission from Tencent Network on July 27

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