Outdoor Advertising Watch: Advertising spending in the IT products and services industry has risen across the scale

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#月度户外广告观察

In April, spending on traditional outdoor advertising fell 14.1% year-on-year, a narrowing decline from a year earlier. Elevator LCD advertising spending rose slightly, by 5.4%.The cost of advertising elevator posters fell significantly, by 13.3 per cent. Outdoor advertising TOP10 brand, there are several new faces such as Sofia, residents into the list, the main elevator LCD ads.Dairy brand Junlebao spends more than 50% of its TV advertising. Junlebao, Sibei and Tsa-Tsao simultaneously run elevator LCD and elevator poster ads.

In April, the IT products and services industry continued the high growth trend of the previous month, with advertising spending on traditional outdoor, elevator LCDs and elevator posters increasing by 131.1%, 14.2% and 74.1%, respectively.Last month, the advertising volume of large head brands such as nails, BOSS direct employment, pomegranate cloud medicine, homework help, Zebra English, etc. still maintain a high spending.

The homewares industry showed a significant increase in advertising for elevator LCDs, with year-on-year and month-on-month spending up more than 100%, with two new brands, Sofia and Peak, contributing more than 90% of advertising spending. Sofia focuses on the production and sales of custom cabinets, deep-ploughed wardrobes, cabinets, bookcases and other market segments.In March this year, Sofia upgraded its brand strategy to "cabinet customization expert" and changed its advertising language to "Professional custom cabinet, that is, Sofia" to create a differentiated brand by focusing on the core categories.

Peak of the industry main home wear services, with home, public wear, franchise three service systems, set up to help consumers to establish a happy family as the goal of the new "3.0 strategy." In April this year, the peak of the industry jointly 13 manufacturers, the formation of retrograde alliances to the national consumers to distribute 100 million yuan decoration subsidies.Two major brands focus on the home industry, one cut into the sub-category, do deep fine, one to build service upgrades, enthusiasm to give back to consumers, all the same choice through large-scale elevator advertising, to increase the exposure of the brand.

The advertising market in the commercial and service industries is gradually recovering, with traditional outdoor, elevator LCD and elevator poster advertising spending still showing varying degrees of year-on-year decline, but growing month-on-month.Among them, the commercial and service industries in the elevator poster advertising spending increased by 271.8% month-on-month, the industry ranking rose from 10th place last month to third place.

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