Today, 59% of Chinese live in urban areas, and that number will reach 70%, or one billion people, by 2030
Vivid City, an out-of-home digital media specialist (DOOH), was launched to help brands break into the Chinese market. The company said it created a disruptive model offering a direct way to reserve mega-screens LED for high-traffic heroes in iconic places of the country. With China expected to become the world's second largest out-of-home (OOH) market in 2022, valued at $ 9 billion, Vivid City's London-based and Shanghai-based team aims to unify this fragmented and complex market. connecting brands with millions of Chinese consumers.
According to Vivid, it's a winning scenario for customers, offering direct access, unique sites and top-notch pricing in one of the fastest growing global markets. The White Magnolia Plaza screen (main photo) is one of the many screens in Vivid City's wallet.
Located in the center of Shanghai on the Huangpu River, the screen stretches over 23,000 square meters - more than three times the size of a football field. Three years ago, Vivid City founder Alistair Ballantyne tried to book a DOOH campaign in China for one of its European customers. That's when he saw an opportunity that the company said.
- "The number of companies involved in the media buying process has resulted in high prices and significant delays," said Ballantyne.
- "It made me think that it was clearly possible to streamline the process. The mass fragmentation of media owners in China has given Vivid City the freedom to independently select the largest screens with the highest penetration and socio-demographic statistics.
- "Vivid City has packed China's largest mega-screens to create a scalable business that offers our customers a faster and more affordable way to reach China's urban consumers."
- Zoe Huang, director of business development for Vivid City, a Chinese national, said the company's global approach to the Chinese DOOH market gave its customers a "definite advantage":
- "The most overwhelming word best describes the feeling that many brands outside of China have towards marketing and advertising out there," Huang said.
- "We understand why: in China, the process of planning and purchasing DOOH media is particularly complex. That's why we think it's important for brands to have better access to the Chinese market.
- "With our expertise, we can help clients and agencies maximize their impact in China and ensure that their creations respect Chinese law and are in tune with current Chinese cultural trends."
Vivid said he is optimistic about the prospects in China, as growth in urbanization drives China's consumption boom. Today, 59% of Chinese live in urban areas, and that number will reach 70%, or one billion people, by 2030, he said.
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