Connecting brands with the Chinese market
Despite China being on track to be the second largest out-of-home (OOH) market by 2022, the market is difficult for brands to penetrate. New media firm Vivid City is aiming to change that.
Monday, 29 Jul 2019 12:48 GMT
The White Magnolia Plaza screen in Shanghai
Alistair Ballantyne founded Vivid City three years ago when he realised how difficult the digital OOH buying process was in China.
“The number of companies involved in the media buying process resulted in high prices and long delays,” Ballantyne comments. “This made me think that there is a clear opportunity to streamline the process.”
Vivid City, operating out of offices in London and Shanghai, says it is on a “mission to unify the complex, fragmented market” in China by connecting brands with Chinese consumers.
The firm offers a direct route to booking high-traffic, LED mega-screens in iconic locations across the country, including White Magnolia Plaza screen in central Shanghai, which extends to over 23,000sq m.
Zoe Huang, director of business development and Chinese native at Vivid City, comments: “Overwhelming is the word that best describes the feeling many brands outside of China have towards marketing and advertising there. We understand why: in China, the process of planning and buying DOOH media is particularly complex.
Overwhelming is the word that best describes the feeling many brands outside of China have towards marketing and advertising there”
“That’s why we believe it’s important that brands have a better route to the Chinese market. With our expertise, we can help clients and agencies maximise their impact in China and ensure their creative is within Chinese law and in step with current Chinese cultural trends.”
Ballantyne continues: “The mass fragmentation of media owners in China has given Vivid City the freedom to independently handpick the largest screens with the highest footfall and sociodemographic.
"Vivid City has packaged China’s preeminent mega screens to create a scalable business that provides our clients with a faster, more affordable way to reach China’s city-dwelling consumers.”
Growth in urbanisation in China is driving its OOH surge with 59% of people living in urban areas, rising to 70% by 2030, according to a 2018 report by PwC.
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