Author: Zhang Jilong Editor: Luo Lijuan
At the crossroads of the world, Times Square in New York, in the heart of Manhattan, decided to say No to some Chinese advertisers. Going out of this step starts with the price increase.
“ Nasdaq big screen to increase prices? ” After confirming the authenticity of this news, Zhang Fei felt a bit embarrassed. As the market leader of a blockchain company in China, he is busy preparing a marketing plan for a new project.
In the past month, due to the rise of Bitcoin, the entire blockchain industry has rebounded. “Hibernation” has been a long time since the start of the business, and it is ready to launch a marketing campaign. Zhang Fei’s company is one of them.
Advertising on the Nasdaq Big Screen is an important part of these corporate warm-up plans. To this end, Zhang Fei has prepared press releases and media resources, and these ads will be quickly exposed on the day of completion.
However, people are not as good as days, and they are close to the launch. The former contact agent suddenly told him that the original 10-second video broadcast could not be done. Now, the minimum starting point is to start, and the cost of delivery has also changed dramatically — — from the original 6000 yuan to 40,000 yuan, nearly 7 times higher.
Although the price increase is large, for Zhang Fei, this amount is not unacceptable, but it is not understood why there is such a change.
In fact, the price increase has caused more trouble to the intermediary than Zhang Fei. An intermediary said that many companies that had been launched had canceled their delivery plans after learning of the price increase. “Everyone can't afford to vote, it's too expensive.”
Why is the price suddenly rising? The intermediary said that the price increase is the request of the Nasdaq screen and the Reuters screen owner. The direct fuse is that at the end of April, a domestic company named Shenma special car put a cracker on the Reuters screen. Sla’s advertisement, although the advertisement was forced to go offline after half an hour, caused the dissatisfaction of the screen owner.
From May 17th, the above two screens have a new policy: from the original 12,000 US dollars / day to 30,000 US dollars / day, and does not allow "sell", and also for the advertising review It is also stricter, "Before the advertisement can be pure Chinese content, all the texts must now be in Chinese and English. ”
According to the above-mentioned intermediary, many of the original distributions on the Nasdaq big screen were “spelling”, and the intermediary package was for a period of time. During this time period, several companies could be put together, for example, 10 seconds for each broadcast. However, due to changes in the placement rules, some companies that have set a good date have given up on delivery. If only a few companies are accepted, it is not cost-effective for the intermediary. This directly led to a number of intermediaries have been adjusted for business, have canceled the main screen of the Nasdaq, began to recommend screens near Times Square to customers or turned to recommend Chinese domestic screens.
Although it just gave up 10 seconds of ad playback, it is not what these companies want to see.
As the commercial plaza in the heart of downtown New York, Times Square is the only area in New York City that requires owners to hang a prominent promotional version within the planning decree. Because of its superior geographical location and the annual flow of 450 million people, it is also called “the intersection of the world” by Chinese companies.
In the bustling Times Square, both day and night, there are a lot of dazzling screen ads.
The Times Square Advertising Alliance (TSAC) has published a research report saying that 300,000 people pass through Times Square every day, with a per capita stay of 81 minutes, and 240,000 people will post their shopping stores on social media. Billboards, where the time to stare at the billboards accumulates to 8 minutes.
These billboards are the most important place for many commercial companies in the world in recent years, especially those with rising brands. But for Chinese companies, the meaning of this “highland” has changed —— before the price increase, the price of some big screen ads in Times Square has been as low as several thousand yuan, and advertisers are also well-known. Large enterprises have become net red, individuals, etc., compared with 10 to 20 years ago, its position in the hearts of Chinese people has plummeted.
Times Square Advertising Screen: Corporate Rise and Fall Barometer
On the day of Labor Day in 1995, business elites in Manhattan, New York, may find new changes when they pass through Times Square. — a billboard on the blue sky with “999 Sanjiu Pharmaceutical” That day began to stand at the southeast corner of the junction of Seventh Avenue and 48th Street.
Sanjiu Pharmaceutical's billboard in Times Square, photo source: Network
This newly established billboard has attracted the attention of the New York Times. “This is the first time a Chinese company has made a Chinese advertisement in the world’s most densely populated and influential business district. Times Square has emerged from a new Advertising language & rdquo;.
Zhao Xinxian and his Sanjiu Group were erected. Ten years ago, Zhao Xinxian borrowed 5 million yuan to build China's first automated Chinese medicine production line in Beacon Hill, Shenzhen, to produce a medicine called “Sanjiuweitai”. Since then, “Sanjiuweitai” has quickly opened the market and sold 10 million yuan in the first year of listing.
As the general manager of the Sanjiu Group, Zhao Xinxian is also an advertising expert, opening up a number of precedents in the history of Chinese advertising: the first one to advertise on a taxi, the first to advertise on the airport tower, the first to advertise the celebrity endorsement .
In 1995, the Sanjiu Group and Zhao Xin, who were at the moment of highlights, created a first —— became the first Chinese company to advertise in Times Square. For this incident, Zhao Xinxian, who was in high spirits, personally went to the United States to hold a press conference and accepted dozens of interviews with Chinese and American media under the billboard.
The fact that the Sanjiu Group has set up billboards in Times Square is also seen as one of the evidences that the Chinese economy is rapidly emerging. After all, similar scenes are not the first time for Times Square.
To some extent, the changes in the advertising screens in Times Square in New York are also a mirror of the global economic power, industry enthusiasm, and the rise and fall of enterprises.
In the 1980s, in the 1980s, as Japan became the second largest country in the world in terms of GDP, advertisements for major companies such as Nissin, Toshiba, Toyota, and Sony began to capture Times Square and rent billboards for many years.
During this period, advertisements on Times Square in New York, long ago, were occupied by Japanese and Korean brands in addition to local brands such as Coca-Cola. After the Sanjiu Group, it was still very rare for Chinese companies to advertise in Times Square.
However, as the Japanese economy entered the “lost 20 years”, Japanese companies faced competition from multiple sides, and many companies were in a dire situation.
Due to the unsatisfactory development of the company's business, heavy advertising rents became the first part of them to be cut. Toshiba, who was in trouble in 2017, withdrew from the advertisement in Times Square, where the advertising position used to be the gold C of the annual New Year countdown. More than 1 billion people worldwide will see through the live broadcast of TV TOSHIBA” ) the words.
Also withdrawn from Nisshin Ramen, a hot-air ramen advertisement was once a bright symbol on Times Square, “to digest the large cost of renting billboards, how many ramen noodles we have to sell. ” Linda Chung, Assistant Vice President of Marketing at Nisshin, finally felt so emotional.
Of course, it is not only Japanese companies that have withdrawn. In 2011, after signing for 10 years, HSBC chose not to renew. In 2003, China’s first Sanjiu Group, which advertised in Times Square, also withdrew its advertising in 2003 due to a huge debt crisis. According to the agreement signed at the time, “the first five years were $120,000 per year. 200,000 US dollars per year for the next five years ,
The Sanjiu Group has also paid millions of dollars to advertise in Times Square.
At the same time as the business decline, many Chinese advertisers eager to go out and open the international market actively fill the vacancy in Times Square.
On January 17, 2011, a Chinese national image propaganda film led by Yao Ming, Lang Ping, Ding Lei and Li Yanhong continued to play on the outdoor large screen in Times Square, which meant that the government-led image propaganda film began to appear on the screen of Times Square. .
Subsequently, Wuliangye, Haier, Gree and other Chinese companies that went to overseas markets began to advertise. Take Gree as an example. Since 2012, it has been launched in Times Square for five consecutive years.
After 2014, new changes have taken place in the corporate entities of Chinese companies entering Times Square. In addition to large companies, some unknown companies have also begun to enter Times Square, especially in the Internet field.
According to Zhao Xinli, an associate professor at the Communication University of China, the number of Chinese advertisements in Times Square in New York in 2014 has tripled compared to 2011, reaching 27; while the number of Chinese advertisements in 2016 has nearly five times that of 2014, reaching 153. article.
Connect with Chinese advertisers
With the development of China's economy, the screen merchants of Times Square began to actively seek to open channels with Chinese companies, and actively contacted institutions and companies from China to find advertisers.
According to industry insiders, there are two main ways for domestic companies to place advertisements in Times Square. One is to cooperate directly with domestic advertising companies that rent Times Square screens, and the other is through domestic advertising agencies and US advertising companies.
At present, there are three Chinese companies directly renting the screens of Times Square: Xinhua News Agency's wholly-owned subsidiary Xinhua Gallery, Dalian Outdoor Media Group's national domain, and Blue Cursor's subsidiary Blue Sky.
Around 2011, Xinhua News Agency and Sheheran Outdoor Advertising Company Sherwood Outdoor signed a five-year contract to rent the second screen of Building 2 in Times Square. Since August 1, 2011, Xinhua Studio is responsible for the operation and management of this high-definition display with a total area of 238 square meters.
In March 2012, Dalian Outdoor Media Group's national domain was also contracted with another screen owner, Jamstown Properties, to obtain the operation rights of an advertising screen in Building 1 of Times Square; in February 2014, Blue Cursor's subsidiary Blue Skylight rented a billboard on the west side of the New York Times Square center from Clear Channel, the world's largest outdoor media company, just above the McDonald's in Times Square.
If other domestic companies want to launch large-screen advertisements in Times Square, they generally need to contact through advertising agencies.
Although there are various kinds of intermediary advertisements on the Nasdaq screen on the Internet, a domestic outdoor media agent, Wang Jie, said that only two agents in China have direct agency rights, and his company is one of them. A family with direct agency rights, in other words, other agencies also need to cooperate with the two companies.
Wang Jie said that compared with the above three domestic screens, domestic small and medium-sized advertisers are more inclined to lease large screens of Nasdaq and Reuters. The main reason is price. Previously, when the "single" method was effective, the prices of the two big-screen advertisements were lower, "the video price of 10 seconds before the Spring Festival this year was only 4,000", which rose to 6000 after a few months. More, this price is not even comparable to the price quoted in the domestic media.
Image source: Quote from an intermediary
In contrast, according to the report of Curiosity Daily, the two-week advertising cost of the blue sky was 1.18 million yuan. The head of the National Markets Division of the National Territory has revealed that the price of its screen ads is $100,000 per month.
In order to compete for customers, the agency has formed a complete set of service processes. Another agent said that Nasdaq advertising is divided into two types: image and video. Enterprises only need to design and make them in advance, and provide them with relevant content materials. The overall process is divided into: the delivery of the content material + the qualification of the advertising entity + translation file + signing the service contract + review pass + determine the flight schedule time.
If the image is served, the publisher only needs to provide the logo and material 15 days in advance, and the mediation will help design the image for free. When broadcasting, there will be a dedicated photographer to shoot videos and pictures on the spot, and also help customers to post this to the domestic portal.
An intermediary's website shows that the company can even post press releases to 400 international media, but the service requires a fee.
In the face of low prices and a set of fool-like delivery methods, many companies or individuals can easily advertise in Times Square. “Most of the people who put in the country only want a picture and a video. After all, Nasdaq and Reuters are more famous in China. They need pictures or videos to go back to China for secondary publicity. & rdquo; Wang Jie said.
“The earliest brainstorming has turned Times Square’s big-screen ads into ‘ export-to-domestic sales & rsquo; marketing means of Internet companies is the Giant Group. ” A media person once thought.
In April 2012, a game ad from China was unveiled in Times Square. The ad also occupies the big screen of the Reuters Building at Times Square 3 and the Condé Nast Building at Times Square 4. Two giant screens are located in the center of the Golden Square of Times Square, guarding the most prosperous intersection of Times Square in New York. The shots are created from the brain platinum to the golden partner, from the "this year's holiday does not receive gifts" to "small money to make up five" "Shi Yuzhu.
Shi Yuzhu spent a lot of money on the big screen of Times Square. The purpose of advertising was to promote the new online game "Journey 2S" under the giant network. The giant network became the first Chinese online game company to appear in Times Square, except in China. In addition to the sensation, the media reported that it attracted more than ten US investment bank analysts who were concerned about the giant network to go to Times Square in New York.
Shi Yuzhu, who tasted the sweetness, quickly advertised in Times Square as usual. After that, a series of game advertisements such as "Journey 2S", "Witch of the Witch" and "Xian Xia World" intensively landed on the big screen of Times Square, becoming the most advert. The most frequent domestic companies with the most frequent games.
But there have also been "controversial" marketing. In 2013, in the advertisement of Times Square “Xian Xia World”, the words “DISISI” appeared. After a week, this billboard was removed due to the words “Indecent”.
After the giant online advertising, Huawei glory, ktv application sing, Microsoft Xiaobing, Lenovo's ZUK, Gome online, Tuen Mun black tea, Baidu input method, poly cost-effective have landed on the big screen of Times Square.
However, like the giant network, these advertisements are quite unconventional, such as the advertisement of “salary and hiring 300,000 salary for Virgo”; a cake brand advertises to investors: “The VCs: Don’t look for me again. I just want to make a cake."
Moreover, since most of these advertisements use all-Chinese advertisements, they are also questioned as not being seen by foreigners. The target users are Chinese.
Under the motive of “export to domestic sales”, the above agents said that they have successfully assisted more than 1,000 advertisers to successfully land in New York Times Square.
Go down the altar
During the National Day in October 2015, Reuters' big screen on Times Square broadcasted Chinese and English promotional videos from 66 Chinese companies. The 66 brands that appeared in the market included both industry giants Huawei, Changan Automobile, Haier and Greenland Group. Some dark horses in the industry that are in the growth period. This time, it is said that “the largest collective appearance of Chinese companies in Times Square in New York” has also caused many foreign media reports.
Responsible for the strategy is a new domestic media “China Business Strategy”, and after this event, in 2016 and 2017, the Chinese business strategy has launched several similar advertising activities.
Bi Yajun, the founder of the Chinese business, once said that going to New York's Times Square to advertise is a symbol of tall, as long as someone continues to use this psychology, this model still has value for the brand.
However, after 2017, the Chinese business strategy has not organized such activities any more. As for the reason, Bi Yajun believes that “there is basically no effect.” ”
Compared with the original big brand to be able to land, compared with the brand glory, with the popularity of “spelling” advertising, real estate, traffic stars, net red, micro-business, online lending companies, blockchain companies, Even some individuals have become the main force of advertising, which also makes the big screen of Times Square start to go down the altar.
Due to the lower cost of delivery, but the screen visibility is higher, this is a lot of “problem”. For example, the blockchain network that was suspected of being a pyramid scheme for scams, the suspected illegally absorbing public deposits, and the blockchain ICO project, which has been arbitrarily circumvented, has been high-profile in Times Square. Big screen ads.
The hottest blockchain segment In 2017 and 2018, the blockchain project in the domestic Nasdaq large-screen advertising accounted for a considerable proportion. A domestic advertising agency said that at the time, "most of them were blockchain brands", and some intermediaries specifically launched blockchain media packages for blockchain projects, and a large number of them have never been I heard about the blockchain project, and went to the big screen in a grandiose place. After a brief exposure, I quickly returned to the domestic intensive exhibition propaganda, and was crowned with “invited” and “strong landing”.
In addition to the blockchain, some net red and traffic stars also value this screen. In 2016, fans of Wang Junkai in the TFBOYS portfolio celebrated their birthday with 11 large LED screens from Reuters in Times Square, causing shocks in the country. After that, it has become a new trend for fans to pay for stars and nets to board this screen.
In recent years, even a large number of well-known individuals have also won the "Artist" name on the big screen of Times Square, "XX National Oil Paintings appeared in New York Times Square", "Chinese painter XX appeared in New York" Times Square & rdquo;, & ldquo; Chinese young female artist XX works in New York Times Square.
However, this phenomenon has also been criticized by some people in China and is considered to be fraudulent marketing. Similar to the Chinese artists who used the Vienna “Golden Hall” to perform a personal concert for the gilding.
However, Wang Jie himself speculated that after the recent Shenma car company advertised Tesla, the price increase of Nasdaq big screen and Reuters big screen may also represent an attitude, "I hope to use price as a means of regulation." To filter the advertisers, trying to re-establish the glory of the Times Square advertising screen. ”
(In the text, Zhang Fei and Wang Jie are pseudonyms)