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According to the latest report released by Analysys International, in the third quarter of this year, the scale of China's outdoor electronic screen advertising market reached 2.476 billion yuan, an increase of 15.3% from the previous month and a slight increase of 0.9% year-on-year.
Analysys International said that from the overall situation, due to the economic recovery, advertisers' confidence in the Chinese market increased, and the advertising budget was increased in the third quarter, which promoted the outdoor electronic screen advertising market to increase in size, but the growth was only 0.9. The percentage points are basically at a standstill.
The market segment of the outdoor electronic screen advertising market in the third quarter has changed slightly:
The market share of commercial building network advertising was 37.6%, down 1.9% from the second quarter, but still in a leading position. In the long run, this kind of advertising has a relatively accurate crowd positioning, which helps attract more Internet advertisers and local small and medium advertisers.
The market share of public transport and subway TV advertising was 20.9%, up 1.8% from the second quarter. By strengthening the content layout and enriching the advertising operation mode, public transportation TV commercials have achieved a healthier development, which has attracted the attention of some advertisers.
The market share of large LED electronic screen ads was 17.8%, up 0.5% from the second quarter. There are two main reasons for this: First, while advertiser marketing is sinking, operators gradually improve the regional location layout and promote the market scale in the third quarter; second, the marketing value of the business circle audience is highlighted, LED electronic screen The advertising effect of advertising to enhance brand awareness is favored by more and more advertisers.