Touch the media: there is more than one ceiling to break

Frequent "trouble" taxi screen behind the It times Yang Xin 倢 taxi advertising screen and "trouble". In Shanghai last year during the national Day, a taxi accident, a passenger in the back of the rear of the driver's pillow after the death of the advertisement screen, this March 12, similar to the unfortunate recurrence, a young female passenger head face multiple injuries. The frequent occurrence of similar incidents makes people pay more attention to the safety of taxis, and also causes the media to install advertising screens in taxis into more people's vision. Security is not the only thing the company needs to break the "ceiling", the overall downturn in the industry, the market is not in the future, but also to touch the big problem facing the media. The closed screen, the business. With the idea of an interactive advertising screen behind a taxi seat, the Chinese-American entrepreneur, engraving, founded a media company in Shanghai in 2003. Hong Kong movie star Liangwei is the company's honorary chairman and major investor. Take a taxi, when the driver presses the meter at that moment, the advertising screen to touch the media will automatically boot. The taxi driver will not be able to close the screen unless the passenger actively touches the closing button. Post ads, on the 10.4-inch screen, an average of 18-25 minutes (a ride time) loop A group of ads (TVC ads). In addition, there are 12 small buttons on the right side of the screen, corresponding to different brands of advertising and "charm Shanghai" and other information channels, which is to touch the media and other outdoor advertising is unique, you can use the ipad as a random click, the left side of the screen to start playing the specified content (Icon ads But not everyone is applauded the new invention. Some passengers want to be able to rest in the car quietly, some passengers reflect the TV screen easy to make their own carsick, they choose to turn off the screen, "sometimes close the button is still difficult to press." Media reported that a taxi driver had himself removed the advertising screen, but a week after the demolition, the relevant staff to find him to reload. The "It Times" reporter learned that the advertising screen is a way to touch the media and rental enterprises, free of charge to the taxi companies and pay a certain fee, "this fee may be used for taxi companies to improve employee benefits." "Touch the media said. It is also understood that the contract between the media and Shanghai taxi companies is 10-15 years. Monopoly Taxi video industry advertisers major brands in the taxi advertising screen industry, touch the media near the "monopoly", the market share reached 90%. And the media's determination to expand is strong. A sales manager at the company told the IT times that the screen had been updated to the fourth generation in all Volkswagen taxis, improving the poor touch experience of the second-generation screen. Touch the media even at the cost of expansion. The sales staff of a taxi advertising screen operator told the IT times that it was expensive to touch the media. Touch media has revealed that only in the development of touch-screen equipment, the media has spent 4 years of time and millions of of dollars of money. With the scope of business expansion, but also to touch the media advertising agency fees. According to the company 2013Year of the issuance of the advertising case quotes, each thousands taxi 60-second advertising standard price of 158,000 yuan/half month. And the company for the taxi advertising screen out of the "boot ads" price, for each thousands taxi 30 seconds agency fee 600,000 yuan/half month, far more than other outdoor advertising prices. "To touch the media in the taxi advertising industry is basically a monopolistic position, his price control is very large." Hit the media ads, mostly cosmetics, FMCG, automobiles, wine, performance and other major customers, their annual marketing costs must be used, generally we do not recommend small and medium customers to touch the media. "An outdoor media advertising salesman told the IT Times reporter that the media is not cost-effective, icon advertising price is very high, and relatively cheap TVC advertising is likely to the second broadcast, passengers have been off." A slowdown in the market environment in fact, the outdoor media advertising industry and recession. CTR Media Intelligence News released the latest statistics show that the outdoor (excluding subway) media resources in 2010 and 2011 respectively, Year-on-year decline of 6%, 10%. The 2012 industry environment was also poor, "it was an unexpected year and the market was struggling," said Euyang Bokang, executive director of the media company late last year, "but he then changed optimistically:" The touch has created a new record, and in 2013 the company plans to add 8 two or three lines to operate the city. "Insiders believe that financing is the main reason for the media to stick to the present." February 2012, touched the media to complete the third round of 100 million yuan financing, financing by engraving and its affiliated companies. Hit the media had planned an IPO, but today, there is no further news on the listing, engraving has implicitly expressed the company's resistance to the listing: "Now the financial market is not very good, in the long run, or to see the timing." 2008, the touch of the media has announced its sales performance achieved 1000% growth, and then no relevant data revealed. RELATED LINKS from pillars to a single big taxi the concept of mobile TV began in China in the 2003, with the main operators mainly concentrated in Shanghai, including the Oriental Pearl City TV, the media and the Canadian I-level. At first, the media in the market did not occupy a dominant position, at least 2008 years ago, the Oriental Pearl in the taxi coverage far more than the other two. Data show that in 2008, the Oriental Pearl has covered 10,000 or so taxis, while the other two thousands of vehicles. Public data show that the Oriental Pearl City Television was founded by Shanghai Cultural Broadcasting Film and television group and Shanghai Taxi industry, and its TV screen is located in the passenger cab under the rear windshield visor. However, the Oriental Pearl City Television is now all over the body. "It Times" reporter on the Shanghai Municipal Bureau of Industry and Commerce website, "Shanghai Oriental Pearl City Television Communication Co., Ltd." in December 2012, the registered capital of 20 million yuan. Reporter call its brother unit Oriental Pearl Mobile TV (bus TV operator) also confirmed that the currentThe Oriental Pearl has no taxi TV business. "They are by the means of taxi TV, the effect is not good, after two or three years to quit." A sales man who worked for the media told the IT Times reporter. In the actual operation process, because the taxi mobile TV content is less, the repetition number is more, many drivers unbearable its disturbance, some privately turn off the sound and the picture, causes the advertisement effect to be unable to carry out. In addition, this position is easy to cause distraction to the driver, there are safety problems, the passengers have a big opinion. In 2008, it was reported that the company removed the advertising screen installed in all of its taxis. Another foreign-funded I-levelmedia company entered China at the end of 2004 in cooperation with Jinjiang rental. However, the company "poorly managed", the foreign team withdrew from China after the Chinese took over at the end of 2008 to set up an AI-itaxi media, but now only a small share of taxi TV industry in the country, covering 5,800 taxis in Shanghai, Guangzhou covers 11,000 vehicles, Advertisers mainly for small and medium-sized companies. "What if the TV screens cover all the taxis?" The rising space of this industry is limited. "Insiders Wei not optimistic about the taxi-TV advertising model," if there are two passengers in the taxi, they usually talk and chat; if it is a passenger, now people are accustomed to watch mobile phone brush Weibo.