Chapter 37 Criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-criss-crossed

Through a series of mergers and acquisitions, Focus Media has swept the digital OOH, spanning Internet advertising and mobile advertising. Some people describe Jiang Nanchun as a "barbarian" in the vertical and horizontal advertising circle. Their ubiquity is also reflected in their possible mergers and acquisitions or innovations at any time.Please look at the net woven by Jiangnan Chunluo, which is criss-crossed. Is it to make people have nowhere to escape? ! In July 2007, Jiang Nanchun proposed the concept of "digital media group", which packaged outdoor TV, Internet, mobile phone, digital TV and other possible models in the future, and also changed the past "building TV" and "outdoor life circle media". "It is difficult to accurately describe the concept of focus. "He transformed the role of an advertising agency into a higher-margin value-added service provider through technology; he got rid of the restrictions of the frame and integrated horizontally. Mobile phones, digital TV and other fields, after 4 years, have become "barbarians" that cannot be underestimated in the TMT field." The reporter of "IT Manager" wrote.

Focus, which started out relying on building advertisements, has rapidly extended its own network vertically and horizontally in just three years. If you take "building video" as the origin, you can conduct a simple coordinate analysis of Focus's existing network: On the one hand, a series of digital out-of-home broadcasting networks generated by the extension of building video mainly include commercial building networking, store terminal networking, Framework 2.0, business travelers networking, leaders networking, fashion people networking, medical networking, Advertise with LED urban color screen network and screen giant array theater.

On the other hand, it extends to digital new media, including Focus wireless mobile phone advertisements and Focus Internet advertisements. The media network of the three major sectors of digital out-of-home, the Internet, and wireless mobile phones makes the communication platform between Focus and the audience present a three-dimensional network structure. performance growth. "What we have to do is to send the advertisements to the right people, at the right time and in the right space." Regardless of the outdoor LED color screen media, it covers the road in the central business district of the city, targeting white-collar workers on their way to get off work and shopping. Time and space, attracting attention in the form of outdoor high-definition film and television; cinema advertising, China's largest screen movie channel, targets movie audiences with the most consumption desire and consumption tendency.The store terminal network targets the main purchase decision-making group of fast moving consumer goods, affects the brand selection and consumption decision in terminal shopping, and fills the vacancy of the national terminal media. In December 2007, Focus Media acquired Xicheng, a leading store video advertising operator. Media, increase the market share in the field of store terminal video to over 95%.

Compared with outdoor media, the two business segments of Focus Wireless Mobile Advertising and Focus Internet Advertising reflect a more comprehensive but precise delivery trend, and effectively reflect interaction and strong growth.The mobile phone, the media platform that has the longest contact time with the audience, makes its advertisement placement also have the ability to be accurate and redistributed among a large and active audience.The wireless mobile advertising and Internet advertising businesses that emerged after the merger were instantly merged with digital out-of-home into the three major businesses of Focus.

With the expansion of the vertical and horizontal axes, Jiang Nanchun will naturally become a "barbarian" in the advertising circle. understanding is rather limited.” Just at Jiangnanchun, I introduced to you that "Focus Media already has commercial building video media, store terminal video media, apartment elevator flat media (frame media), outdoor large LED color screen media, mobile wireless advertising media, Focus direct business DM media, theaters, etc. Advertisements and Internet advertisements and other media networks that target specific audiences and can be organically integrated with each other, and the possibility of Focus Group’s mergers and acquisitions in various fields, all exist.” At that time, some people began to remind the public, “You should feel the horror of Jiangnanchun. Now, his media and his breath penetrate into almost every corner of our daily life."In the article "Preventing "Jiangnanchun" from Entering Our Toilet", the author used a playful tone to remind everyone to pay attention to creative people like "Jiangnanchun" who put advertisements into their lives.

The emergence of Focus Media is based on "boring" as an opportunity. Its business philosophy and operating mode are different from the traditional advertising mode. "Accept the product concept conveyed by the advertisement while doing nothing, and stimulate the impulse to buy the product."However, with the increase of ambition and the intensification of M&A battles, the war between Jiang Nanchun and Focus has begun to become diversified.Lang Xianping mentioned in his article "Diversification Puts Focus Media in a Fatal Crisis": Benefiting from the insight and accurate grasp of the nature of the industry, Focus Media, which is engaged in the business of "commercial building advertising network broadcast", divides the audience by "dividing" and using The "boring" in front of the elevator condensed the advertising effect, and achieved miraculous success: not only occupied more than 70% of the market share, but also raised nearly 200 million US dollars on NASDAQ in the United States.After March 2007, Focus Media, which has become China's largest outdoor video advertising operator, turned to enter the diversified media market.

"This 'road of no return' may have put Focus Media in crisis. Now, the nature of the 'separated' audience has changed: Focus Media no longer focuses on the high-end business crowd; Become a mass media.” In the article, Professor Lang questioned Focus’s successive installation of LCD screens in stores, outdoors and other fields. In Focus Media’s view, Professor Lang’s concerns should actually be seen from a broader and developmental perspective. The concept of “accurate communication by segmented audiences” adhered to by Focus Media has not changed. Continuously deepen and improve.In fact, products such as store video, outdoor LED, and business travel video network are just a few business forms or business branches in the digital business sector of Focus Media. They are only some supplements and improvements to the outdoor video business. Not on the crisis of diversity.The diversification of Focus is implemented under the big strategic framework of "digital media". Digital outdoor, Internet, mobile phone and wireless media are related and mutually beneficial. After organic integration, they will provide advertisers with The overall digital solution, in fact, can be seen from Focus’s financial report that after diversification, the performance of Focus is growing strongly, which is the diversified growth of “1+1>2”.

Hong Huang, who is known as a "famous girl", wrote: "In the alleys of Rome, we feel Michelangelo; on the boulevards of Berlin, we experience Bauhaus; on the roads of Shanghai, we experience Falling deeply into Jiangnanchun." In fact, although for audiences of Focus Ads, it may be a blessing to be able to enjoy dynamic advertisements during boring time.However, it has been argued that broad-lined advertising that fails to understand people's needs and when and how they engage with media is also a form of harassment.Focus continues to make thick lines thinner and thinner again.

For Focus advertisers, winning with precision and achieving full coverage with volume will indeed deepen consumers' sensory and visual impressions of products.What Nicholas Abercrown reminded in his "Television and Society" may be worth thinking about: "A well-made advertising screen does not mean that it will bring success in sales, and it will easily form aesthetic fatigue after a long time; advertising is just a kind of For marketing means, it is important to understand the strategy, be able to assess the situation, analyze specific issues, and adjust tactics in a timely manner based on information feedback.” Focus just found a way to win with precise channels outside of advertising creativity and content.

"TV advertising has always been a problem that Focus has been thinking about." On July 26, 2007, at the "2007 Ai Rui New Marketing Annual Meeting", Jiang Nanchun delivered a speech on the theme of "Value Realization under Integrated Marketing". The ever-present shape of consumer lifestyles has been refined. In Jiang Nanchun’s view, the new media environment is a world of screens that revolve around consumers, and Focus’s definition as a digital media group is in line with the wave of global digital media reform.He attributed the characteristics of digital media to more expressive, more precise, interactive and free time and space.These characteristics and advantages of digital media have prompted Jiang Nanchun and Focus to believe that digital TV advertising has great potential for development in the future. "Television advertisements used to be only at night, but now they can appear everywhere, in apartment elevators, in your mobile phone, or on the Internet. The constraints of time and space have been broken, and any time and space It may become the world of the media, which will bring about many changes in the media industry, and the thinking model of Chinese advertisers is changing, so this has great potential for development in the future.”

In fact, digital media is not a new concept.Digital new media is classified as TMT (Technology, Media, Telecom) industry, which mainly refers to the "interactive digital composite media" composed of digital TV, mobile video, network streaming media, mobile phone media, buildings, high-definition TV, etc. In this sense, Ms. Carly, the former CEO of Hewlett-Packard, once called the new media revolution in front of her "Digital Renaissance" (Digital Renaissance). As early as 2001, Wu Zheng, an expert in the advertising industry, grasped the concept of new media from the following aspects in his article "The Development Trend of the Media Industry and the Cultural Mission of New Media". The focus media is not mass media, and the communication mode is narrow broadcast rather than broadcast; second, it is a media with sufficient interaction between the sender of information and the receiver of information; third, it is a composite Media (multimedia), the content presentation of new media can be arbitrarily converted between text, video and audio or both according to needs; fourth, it is a global media that crosses national boundaries, and the global network market eliminates The boundaries between countries have been crossed. Families and even individuals have the same opportunity to expand the global market as multinational companies. Information can be shared by countless people at the lowest cost. "The fundamental feature of new media is 'disruptive creation'." The process of new media development is the process of media integration, from AOL's acquisition of Time Warner to the appointment of Warner's CEO as Yahoo's CEO, all of which prove this point. "Old" and "new" are not the most important, what is important is the integration of "new" and "old".The core competitiveness of new media depends on new integration methods, not purely on new technologies.New media is not "the new new thing" but "the old new thing".The wisdom of managing new media comes from compromise and tolerance, not radicalization and exclusion.In the new media industry, "going with the flow" may be more effective than "advancing bravely". "The increase of a media company's income comes from the number of eyeballs in an hour of advertising contact, and the proportion of this hour determines your market share." This "eyeball theory" also gave Jiang Nanchun enlightenment: excess media resources In this era, how to capture the audience's "eyeball loyalty" is more challenging than establishing "brand loyalty".In this sense, the "boring time" without interference, defense, and competition is the best, or even the only, opportunity for companies to carry out "violent marketing".In addition, he also extracted three other weighting factors, that is, the expressive power of the media, the ability to interact with consumers, and time and space.In this way of thinking, Focus pursues digital technology, continuously improves interactive effects, and tries to conduct comprehensive, uninterrupted and seamless advertising to audiences around every point in time and space. Facing the reporter of "Shanghai Securities News", Jiang Nanchun once said that the current success of Focus Media and everything else is just another starting point. Its perfect mobile media network platform has been developed, and the network pyramid has been forged. Digital TV advertising may be In the next step, digital media is the key proposition and new idea of ​​Jiangnanchun and Focus.Between passive transformation and active breakthrough, Jiang Nanchun always chooses the latter, "It's too late to turn on the lights when it's dark."When people were not used to seeing Focus as an Internet company, Jiang Nanchun had already begun to think about opportunities in the broadcasting field.Advertisement in digital TV is the last stop for Jiang Nanchun to seize the "screen".When Focus advertisements are everywhere on outdoor LCD screens, computer screens, mobile phone screens and TV screens, the global trend of "anytime, anywhere, anyscreen" proposed by Wired magazine in 2005 will become a reality in Focus. Relying on the principle of "boring" in the elevator, Focus has discovered the blue ocean of building video and performed a comfortable massage on the high-end market. "Advertisers don't allocate money to different types of media, but to allocate money to different lifestyles and target trajectory points of target audiences." Jiang Nanchun believes that people's new understanding of audiences in the future will lead to great differences in marketing concepts.Now, how to do more tracking and coverage around the center of the audience from the media industry to the audience industry, Focus's next idea will deduce another myth.