Shanghai Bus Shelter TV Network Media Kit

SH BUS SHELTER TV NETWORK
Daily coverage of 530 million People in core CBDs of Shanghai
Content
Product Overview
Media Introduction
Media Coverage
Our Client
Data Support
Best-sell Product
TVC ad
QR code interactive
Content Marketing
Program Sponsor
Live News Sponsor
Important Event Live
Branding Event
Hongbao Day
Hot sale
Free tickets
Lucky Time
Interactive Marketing
-Part 1Media
Introduction
Bestenth: SH Bus Shelter TV Network
• Bestenth Media is a digital OOH and mobile internet new media company of Shanghai Oriental Pearl(Group)
Co.,Ltd (SH.600637).
• Shanghai Oriental Pearl(Group) Co.,Ltd (SH.600637) is China first ecological integrated media entertainment
group.
• As unified platform for the industry and capital of Shanghai Media Group(SMG), it owns the biggest scale IP
and multichannel video programming distributors(MVPDs), and it plays leading role in digital
marketing, console game, TV-shopping, entertainment & travel industry etc.
Media Info
• Size: 55-inch large LED screen（91cm*51.2cm）
• Video Resolution: FHD 1080P
• Height: 1.5 m-2.3m, moderate sight distance
• Broadcasting method: Broadcasting network,
mobile 3G system & wifi
• Creative technology: LBS & AR
❶41-inch video section, TVC or JPG
260MM
168MM
Media Structural
Diagram
512MM
910MM
④Public Info
Section
1200MM
❷Banner Section
❸QR Code
Section
Media
Coverage
Zhabei
Yangpu
Hongkou
Bus Station No.: 71
Screen No：129
• Bestenth media scatter in middle
ring area of SH, full coverage of
Shanghai inner ring area
Putuo
Bus Station No.: 102
Screen No：175
Bus Station No.: 91
Screen No：152
Jing ’an
Bus Station No.: 98
Screen No：143
• 1600 screens network cover
core CBD of SH
• Taking up 44% bus shelters in
covering administrative regions
Huangpu
Bus Station No.: 125
Screen No：219
Changning
Bus Station No.: 123
Screen No：230
Xu Hui
Bestenth Media
Remark：Till Sep, 2015, total 1145 screens
and it wil be 1600 on Dec. 31st, 2015
Bus Station No.: 126
Screen No：217
Bus Station No.: 158
Screen No：284
Middle Ring
Inner Ring
Region division line
Bestenth Bus Shelter TV Network Cover 80% Inner Ring Area Of SH
•
•
Among bestenth media covering administrative regions, 44% bus shelters have bestenth TV.
In Huangpu & Jing ’an etc core area, the percentage reach 77% and 91%.
Administrative
Total
Bus Station
Region
Total
Bus Shelter
Equipped With Bestenth
TV Bus Shelter
Bententh Bus
Shelter TV NO.
%
Huangpu
351
162
125
219
77%
Jing ’an
161
108
98
143
91%
Xu Hui
651
413
158
284
38%
Changning
384
253
123
230
49%
Putuo
535
278
102
175
37%
Zhabei
409
241
71
129
29%
Hongkou
377
227
91
152
40%
Yangpu
615
362
126
217
35%
3,483
2,044
894
1,549
44%
Data source：SH bus group , 上海巴士集团，时间 2015年10月
Our Partners
Daily Coverage of 530 Million People in Core CBDs of Shanghai
Region
Screen No.
Covering CBDs
Xuhui
284
Xujiahui Dapuqiao
SH south station
Middle Huai Road
Cao Hejing
Changning
230
Zhongshan Park Tianshan
Guebi, SH
Huangpu
219
East Nanjing Rd Yu Garden
Middle Huaihai Road
South Bund
Yangpu
217
Wujiaochang East Bund
Quyang
Putuo
175
Caojiadu
Hongkou
152
North Sichuan
Jing ’an
143
West Nanjing Rd
Caojiadu
Zhabei
129
SH Railway Station
Da‘ning
总计
1549
Data Source CTR,2014.7
A Comprehensive Media With Both High Frequency & Wide Coverage
TA of Bestenth
=1/3 High-frequency TA +1/3 Fixed Regular TA +1/3 Flowing TA
Data Resource: Bestenth Media’s Value Report，by CTR，Oct. 2014
Passengers
Passy-buy people
People Watching Bus Shelter TV has been Tremendously Increased
Up to 78.4% people will look at the 55-inch screen for bus arrival information and 73.3% will also watch TV
programs on the media after the CBD TV Network has been set
Before
After
VS.
N=328（merely refers to those people who notice the media ）
Data Resource: Bestenth Media’s Value Report，by CTR，Oct. 2014
Obvious Household Income and Consumption Of TA
• CBD TV Network has higher monthly household income of our TA compared to traditional television TA;
• The young group aged from 25-35 of our TA have promising jobs with more than RMB 12000
household income;
Monthly Household Income
Distribution Comparison
≥ RMB 6000
RMB 5000-5999
RMB 3000-4999
＜RMB 3000
N=2022
Data Resource: Bestenth Media’s Value Report，by CTR，Oct. 2014
Household Income and Consumption
Distribution of Different Ages
Marriage Status Distribution
-Part 3Products
Selected Program & Ad Composition
Selected TV Programs
• 16 hours broadcasting
time breaking into 8
hours program & 8
hours ad.
• Living TV News in the
morning ,noon &
evening.
Special Schedule
Regular Schedule
1 group (4 mins）=
2 mins content
+2 mins ad
1 loop (80 mins）=
20 groups
50% advertising period
Frequency
Interval
120 times
8min
240 times
4min
480 times
2min
News
Live
Event
Live
Best-sell Product- TVC Ad
• Daily display loops of TVC (15s or 30s) at
Bestenth TV to cover the TA and strengthen the
brand recall rate
• Three kinds set to meet different needs
Three kinds Set
• Screen No.: Now is 1000, planning to be 1600 at the
end of 2015.
• Working Hours：6:30~22:30
• Format: Display video or static pictures
Type
Display Area:
41-inch Video Section
Set A
（7:30-10:30，
17:00-20:00）
Set B
（All time except A set
time）
All day set
(6:30-22:30)
Ad time
Frequency/day
15s or 30s
60
15s or 30s
60
15s or 30s
120
Best-sell Product-qr Code
• Display on banner and QR code, to do interaction via QR code
• Three kinds set as the TVC ad.
•
Can display with 41-inch video section at the same time
Synchro
nization
Display Area1：banner
Display
Area2：
QR code
Display Area:
41-inch Video Section
Display Area1：banner
Display
Area2：
QR code
Content Marketing-Program Sponsor
•
•
•
•
Introduction: Attractive TV content resources
provided by SMG packaged with ad insertion
creating massive brand publicity
Time: 2 minutes
Format: 30s TVC, 5s sponsor label, 2 mins floating
logo, subtitle & 5s special thanks
Frequency:12 times/day
Selected Program Sponsor
1
3
5s sponsor label
Subtitle
2
4
2 mins floating logo
5s special thanks
Content marketing- News live sponsor
• To sponsor three Shanghai local news to enhance brand image.
Live Time:07:00-07:30
Live Time:12:00-12:30
Live Time:18:30-19:00
*Taking Suning as example:
5s sponsor label *3 times
30mins floating logo*3
Pre-news ad & post-news ad*3
5s special thanks*3
Special Products-City Live
• Live events could be broadcasted by CTN to expand the audience and attract attention of the whole city
Commemorating the Chinese people's Anti-Japanese War and the 70th anniversary of the world antifascist war victory parade
3rd, Sep
Military Parade
TV NEWS
Marathon
City Live of the 2014 Shanghai International Marathon through CTN screens
Brand Event-Hongbao Day
• On special day help brand to delivery Hongbao to customers.
• One week pre-heat ad before Hongbao day
• Hondbao day product is customized.
Example：Lexy as a aiming to cleaning brand, select 5th Jun the World Environment Day to send Hongbao
15 pre-heat TVC ad，120tims/day, one week
Get hongbao via Wechat
2 mins Hongbao Day TVC，240 times/day, one day
个人
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取2元红包
扫码使用优惠券
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关注6月5日，关注环保，抢红包
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中心
包了！
恭喜您，获得2元绿色出行红包
请输入您的交通卡号
友情小提示：
①交通卡卡号在卡的
背面
②卡号开头的第一个
字母不需要输入
确
定
2元
Branding Event-Hot Sale
• Via 0 or 1 yuan sale to attract customers, this branding event is special suited for new product.
• Minimum launch period is one month.
货品2
货品1
货品3
扫右侧二维码，
享0元购
Branding Event-Free Tickets
• Suitable for theater, film issuer & tickets agency etc.
• 15s TVC & QR code releasing at the same time, to draw customer to scan QR code.
• SNS marketing via Bestenth Wechat to interact with bestenth bus shelter TV.
Bus Shelter TV
**剧院隆重推出冰上芭蕾舞剧，再现经典。
扫码即可免费抢票
Wechat
Branding Event – Luck Time
•
•
•
•
Users can participate the lottery game by scanning the QR code in the lower right corner.
The whole process will also be displayed on the screen which will definitely attract other passengers' attention.
The lottery game will be interactive between the screen and the mobile phone
The lottery prize and the lottery page require customized design.
请扫描右边的二维码进入游戏，
赢取礼品。
Interactive Marketing – NFC via Transportation Card
•
Transportation cards will be frequently used at the bus shelter, so passengers could touch the screen by the card to
get coupon and then use the coupon via POS in the store or entering the card number when shopping online.
The banner section and NFC touch area of the 1600
bus shelter screens will publish coupon information.
Users can get coupon via
transportation card and follow
WeChat to find the coupons.
Users can use the coupon via POS in
the store or entering card number
when shopping online.
请输入公交卡卡号或者兑换号
Interactive Marketing – NFC via Transportation Card
NFC Demo：
Coupons
Maximum of 3 coupons
once time
NFC Instructions
Fixed Area
Card Balance Inquiry
Fixed Area
NFC Touching Area 1.2.3.4
NFC QR Code
Follow to find the coupons
NFC Rate Card
Charging Mode
One-time touch
Displaying Ads
Coupons or votes
Deposit Base
￥5000
Deposit Blocked
Base
Rate Card
￥1000
￥0.1/time
•
•
Must prepay and will be charged by actual
touching times. One-time touching costs
0.1yuan.
The deposit money will be returned if not
consumed in three months.
THANKS!