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August 19, 2004
Talk about reach and frequency...
One thing that cannot fail to impress you in Shanghai and Beijing is the presence of advertising. Going beyond broadcast seem like a passion in this country. Anywhere, I mean anywhere you find yourself waiting, you will be reached with ads.
While waiting for your bags
While waiting for the elevator
While waiting for someone to answer your call.
And this is just the tip of the iceberg. Outside subways, inside subway trains, inside cabs. And it's not just static. This is 15-30 second quality spots. Everywhere.
One of the companies leading the charge is Focus Media. Interestingly, they don't do anything fancy like refresh the ads over wireless or anything. They just have fleets of people on bicycles driving around swapping out DVDs. It may seem primitive but it's working enough for them to think about going public soon.
What's next, ads in your hotel shower?
Posted by johnza at August 19, 2004 08:02 AM
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