In the 30-odd years since the reform and opening up, China’s outdoor advertising industry has gone through the initial stage of recovery and growth in the first 15 years. After the "Southern Tour Speech", the foundation stage of rapid growth accompanied by the vigorous development of the market economy has been achieved after entering the 21st century. The development stage of ultra-high-speed growth of digits has now entered the optimization stage of integration and improvement.
According to the survey, among all advertising media, the proportion of “will definitely choose” outdoor new media reached 31%, and the proportion of “considered choices” was 36%. Under the premise that the overall industry is improving, the outdoor electronic screen advertising market is also growing. On the other hand, outdoor LED large-screen media, as a sub-industry of outdoor electronic screens, has steadily increased its share in the overall market, firmly occupying the third place.
The report also pointed out that “the target advertisers of the outdoor super-large LED advertising market are mainly large-brand advertisers. The dazzling and atmospheric media characteristics determine that they can show a more high-end corporate image. On this basis, they are subject to CCTV restrictions on liquor advertising As a result, the placement of high-end liquor in outdoor super-large LED advertisements continued to grow in the third quarter, which strongly drove the rapid growth of the overall market."