中文 | English
3/4 of the reach in a typical TV campaign comes from just 1/4 of the money spent. If spending more than a million Rmb in a major city, look for heavy waste when over 50% is allocated to one media type. Two-thirds of shoppers pay no attention whatsoever to LCD ads in supermarkets. Taxi LCD misses 50% to 60% of taxi riders. More than one-third of taxi riders usually sit in the front - making them unreachable by taxi LCD in most cities. And one-third of back seat passengers either try to ignore the LCD or turn it off, if they can. Although staying in the room, one-third of TV viewers actively avoid watching ads (but more than one-half actively pay attention!) Once diminishing returns set in, online is just as wasteful as TV.
3/4 of the reach in a typical TV campaign comes from just 1/4 of the money spent.
If spending more than a million Rmb in a major city, look for heavy waste when over 50% is allocated to one media type.
Two-thirds of shoppers pay no attention whatsoever to LCD ads in supermarkets.
Taxi LCD misses 50% to 60% of taxi riders. More than one-third of taxi riders usually sit in the front - making them unreachable by taxi LCD in most cities. And one-third of back seat passengers either try to ignore the LCD or turn it off, if they can.
Although staying in the room, one-third of TV viewers actively avoid watching ads (but more than one-half actively pay attention!)
Once diminishing returns set in, online is just as wasteful as TV.
