Chapter 38 Data Link: The Rise of Life Touchpoint Media

Focus Media is a relatively young company. It started building TVs in 2003 and has developed into three main business groups: buildings, store TVs, and elevator apartment posters.Why did we choose to do building TV in the first place?I often think, if TV belongs to the family, if a person spends 8 hours at home, then there will be 16 hours to go to other places other than home, why is there no TV commercial there?If there already exists a very large, nighttime, traditional TV advertising market belonging to families in this world, there may be a brand new TV advertising market formed in many places other than homes belonging to daytime.Why is it called Focus Media?When I was very young, I watched Toffler's "The Third Wave". He said that the future market development has three directions, one is fragmentation, the other is personalization, and the other is fragmentation. More and more people are moving towards this Three directions, so people will have more and more diversified contact points for media in the future.

One of the big changes in recent years is that the way of thinking of advertisers is changing. The original advertisers think about problems based on media especialism. What is media-centered thinking?For example, the first question they originally thought was if I had a budget of 100 million, how much should I spend on TV?How much is outdoors?How many are on the newspaper?How many are placed in magazines?But after 2000, the thinking mode of many advertisers is to think about the target audience, and he will think: "Who is the target audience of the product? What is the lifestyle of these target audiences? What are the characteristics of these lifestyles?" What are the contact points in his life? What is his most effective way of communicating at these contact points? Where are the communication channels and communication content? What are they?” If you think about the audience, it is normal for a person not to have been to Xujiahui for a week, but If a person has not been home for a week, has not been to an office building for a week, or has not been to a supermarket for a week, this may affect his basic life. Places are more frequent contact points for people to come and go, and it is undoubtedly of great value to be able to form an effective advertising communication network structure in these places.The development of Focus Media in the past few years has done a lot of things related to people's life contact points, and on this basis, it has explored further effective coverage, that is, to cover people's access to these contact points through outdoor LED, mobile phones and other media. During the mobile process, a living circle media is formed, and targeted advertising systems are disseminated according to the information demand characteristics of the target audience, making this media an effective channel for people to obtain the desired product information and life information.

When the overall thinking of advertisers is no longer oriented by the media, but turned to be oriented by the lifestyle of the target audience, I think what Focus has to do is to create the largest living group in China, because we are neither TV nor outdoor , but belongs to the life circle media group.How to say it?A person's life is very diverse. Today, most people come into contact with television at night. This is a relatively important point of contact with common sense.The next day, after washing your face and brushing your teeth, you have to go downstairs. At this time, people will encounter an elevator poster framed by a wholly-owned subsidiary of Focus Media. The contact point is on the poster inside the elevator; When I saw LCD TVs in buildings; when I turned on the computer at the company, I saw online advertisements; when I went to KTV, bars, ShoppingMall and other leisure places after get off work at night, I encountered our outdoor TV network; Large stores, supermarkets and convenience stores will see our video advertising network in the stores. If you often travel and stay outside, you will see our business travel network in hotels.How many years have the apartment electricity been? ? ?The huge development of posters also fully demonstrates that this point has been fully seen by people, as are hypermarkets, supermarkets, and entertainment and leisure venues.Life forms actually have certain rules and certain trajectories.If you embed advertisements into his life rules and life trajectory, you will meet him frequently. This is the media group in the life circle I want to talk about.

At present, Focus has also slowly entered the mobile media market, because a person has a lot of advertising space in the process of moving.There was once a survey: 75% of people kept a distance of one meter from their mobile phones within 24 hours, so in this sense, mobile phones form a huge potential and space in the future, in the mobile space Which formed an effective advertising coverage. With the advent of the 3G era, its ability to video media is constantly being strengthened. It is no longer simply telling you a message, which constitutes a mandatory move for you.So through these points and a connection between outdoor LEDs and mobile phones, a living circle media group can be formed.Television has been the mainstream media at night for more than ten years. In the future, the media group in the living circle outside the house will be a very important choice for people.The key is that people's lives are no longer so monotonous, and the number of touch points in life has increased. How to view these touch points, how to effectively select these touch points, and accurately reach your target audience has become very important. This requires you to choose different contact points. Points to create a precise target group.The advantage of outdoor TV is that you can choose different locations to target different groups of people. Now Focus has created a new concept, that is, it has created the largest media group in China's living circle.

In China, what kind of new media will be successful in the future?I think this kind of media should have the following characteristics: It can use high-tech means to make fundamental changes in the expressive ability and driving force of the media.The integration of broadband and streaming media technology has created the expressiveness of TV advertisements, which can be broadcast directly on the Internet, which shows that the expressiveness of online advertisements can compete with TV.For example, the current Flash technology on the Internet has quickly spread the story of Northeast people eating sauerkraut, because its expressiveness and driving force have not been what they used to be, and audio and video are all added.One of the most important reasons why Internet advertising is in such a situation today is that the Internet technology in China and the world has brought about a new situation in the expressiveness and driving force of online advertising.Today's LEDs have reached a very high level in terms of picture performance, and the cost is gradually decreasing.I think most of the outdoor media advertising in the future will be based on two weeks, or on a monthly basis instead of a year.At the same time, in all areas and places, even in 30 cities or 50 cities at a time, a tipping point is formed in an instant, which is different from the past.

In the future, China's media must be a mass-focused media.Chinese society is already a very segmented society, and the refinement of products will inevitably require precise channels to impress the target audience it wants to reach and avoid waste of advertising expenses.So the rise of focus media is an inevitable reality.For example, just like the Iraq War, from the earliest "Desert Storm", it was a very effective way to fly your plane to other people's territory and blow it up three times to see if anyone was alive. It's just a little more expensive.The second is that it belongs to the "Desert Fox". Bush's war only hit the Republican Guard and did not hurt the surrounding civilians. This is a typical focus marketing.The one-to-one marketing is the "beheading operation". On the first morning, I flew a plane to Saddam's bedroom and fired a missile to the fourth floor.From mass to focus to one-to-one marketing, this change is a trend, and the global market is in such a change, and it is the same in China.But more than a dozen forms are a long-term coexistence process.Different products are suitable for different methods or focus on a certain method.Focus media is facing a specific audience group, which can be clearly described and defined, and these consumers are leading consumers or heavy consumers of certain brands, this is Focus Media.Building TV integrates golf and airport VIP rooms to form a network for Chinese leaders; integrates office buildings and high-end apartments to form a network for Chinese white-collar workers and business people, and integrates KTV, bars, ShoppingMall and other leisure and entertainment venues to become a Chinese fashion person The Network: The China Business Travelers Network, which integrates airport buses and in-flight TVs, enables advertising information and product information to be delivered to more precise groups of people through more and more subdivided and specialized channels.

Creating a new time and space will win a new market.The current status quo is that the degree of media interference is too high, making the output efficiency of unit advertising too low.When newspapers expand from 8 pages to 32 pages to 100 pages, when one or two channels on TV expand to more than 70 channels, the effect from the perspective of advertising input and output is very questionable.If you still want to add a channel or a magazine when starting a new media, this simple superposition of repetitive labor will only increase invalid information.So how about thinking from another angle?For example, an urban white-collar may stay at home for 8 hours, watch TV on average for 1 hour, and see an average of 5 minutes of advertisements within 1 hour, then if these 5 minutes of advertisements create a TV advertising market of 50 billion, from another perspective , During the 16 hours of the day, when you go to places other than your home, you should hurry up and play advertisements at such a time. This process may also be the same for 5 minutes. The 50 billion market may not be visible, but 5 billion~ Can the 10 billion market be seen?Those who invested in us back then have received more than 100 times the return.

The mandatory viewing effect of the media.There are three conditions to guarantee.The first is the compulsion of vision.In a very narrow space like an elevator, with 17-inch LED and 42-inch PDP, it is difficult to avoid the sense of space.In this narrow space, no other media exists, only your media exists.The second condition is psychological coercion.Who will watch when a piece of media is full of advertisements?When a person is in a time and space that is more boring than watching the content, the advertisement will be watched.A piece of media content has great influence, but the influence of advertising and the influence of content are two different things.Often the more influential the content, the easier it is for the accompanying advertisements to be forgotten.But when you change time and space, such as when you are standing at the elevator entrance, during such a short stay, it is not your destination, and you have helpless emotions that need to be relieved. Sometimes, even a little bit of information will activate your attention and cause you to be moved, so at this level, the attention paid to commercials on home TVs is very different from that on building TVs.Second, non-selectivity is very important.There are a lot of channels to choose from on the TV. During the day, when you are waiting for an elevator at the elevator entrance to watch an advertisement, there is only one channel and there is no choice. In this case, the return on investment is different.

Focus has made several renunciations, one of which is the farmers market.Currently, Focus TV can only impress 100 million audiences a day, which is insignificant compared with China's population of 1.3 billion. There are a little over 200 million consumers aged 20 to 50, and they are the most age-appropriate mainstream consumer groups in Chinese cities. Among them, there are only consumers with a monthly income of more than 3,000 yuan in China’s first-tier cities and more than 2,000 yuan in second-tier cities. A little over 100 million, the consumption power of consumers within this number accounts for 80% of China's total consumption, so in addition to giving up farmers, we also gave up less affluent consumer groups.The second is to drop content.Content is the biggest cost of media, and everyone spends a lot of time competing for content. For content media, only good content will attract attention and bring advertising profits.But from another point of view, if you can capture the time and space when people are bored for a moment, and grasp this moment of boredom, you can still create a huge market.You don't have to earn 5 minutes of attention to the ad for 1 hour of content.When the content of this kind of advertisement becomes targeted to the audience, the audience becomes willing to accept it actively. When our media interacts with the needs of the audience, it becomes a necessary channel for the audience to obtain certain product information. time, the effect will be very good.So now there is one called content media, and another called channel media.The characteristic of channel media is to grasp a specific group of people at a specific time and space, and content competition is to attract others' attention by constantly creating exciting content.The trend now is that content costs are getting higher and higher.I think that the way of media vitality will also change in the future. Content media will become specialized content providers and provide various content to different media. This will be a mainstream trend.The profit model will not be based on advertising, but in the form of PayTV.TV stations no longer use advertisements as the main charging content, but charging through content tailored for consumers will be a mainstream.