Digital Out-of-Home (DOOH) media specialist Vivid City launches today, helping brands break into the China market with a disruptive model that offers a direct route to booking high traffic hero LED mega-screens at iconic locations across the country.
With China set to be the second largest Out-of-Home (OOH) market in the world by 2022, valued at US$9 billion, the Vivid City team operating out of London and Shanghai, is on a mission to unify the complex fragmented market Connecting brands with millions of Chinese consumers.
For clients it’s a winning trifecta, direct access, unique sites and best in class pricing, in one of the world’s fastest growing global markets.
White Magnolia Plaza screen is a great example of one of the many screens in Vivid City’s portfolio.
Located in central Shanghai on the Huangpu River the screen extends to over 23,000 square meters – that’s more than three times the size of a soccer pitch!
Three years ago, Vivid City founder Alistair Ballantyne (pictured below), tried to book a DOOH campaign in China for one of his European clients. It was then he saw an opportunity.
Ballantyne said: “The number of companies involved in the media buying process resulted in high prices and long delays.
“This made me think that there is a clear opportunity to streamline the process.
“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 socio-demographic.”
He added: “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.”
Zoe Huang (pictured above), Vivid City’s director of business development and Chinese native, said that the company’s holistic approach to China’s DOOH market gives their clients a “clear advantage”.
Huang said: “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.
“That’s why we believe it’s important that brands have a better route to the Chinese market.”
She added: “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.”
The future looks bright for Vivid City, with growth in urbanisation driving China’s OOH surge.
Today, 59 per cent of Chinese live in urban areas, that number will reach 70 per cent, or one billion people, by 2030.