Vivid hopes to simplify access to China’s burgeoning OOH market

Mark Johnson's picture

Digital Out-of-Home (DOOH) media specialist Vivid City has launched with the aim of helping brands break into the China market. 

The company said it has created a disruptive model that offers a direct route to booking high traffic hero LED mega-screens at iconic locations across the country.

With China set to be the second largest Out-of-Home (OOH) market in the world by 2022, valued at $9 billion, the Vivid City team operating out of London and Shanghai, is on a mission to unify the complex fragmented market, connecting brands with millions of Chinese consumers.

Vivid said that for clients it’s a winning scenario, offering direct access, unique sites and best in class pricing, in one of the world’s fastest growing global markets.

The White Magnolia Plaza screen (main photo) is a one example of one of the many screens in Vivid City’s portfolio. 

Located in central Shanghai on the Huangpu River, the screen extends to over 23,000 square metres - more than three times the size of a soccer pitch.

Three years ago, Vivid City founder Alistair Ballantyne, tried to book a DOOH campaign in China for one of his European clients. It was then he saw an opportunity the company said.

“The number of companies involved in the media buying process resulted in high prices and long delays”, Ballantyne said. 

“This made me think that there is a clear opportunity to streamline the process. The mass fragmentation of media owners in China has given Vivid City the freedom to independently handpick the largest screens with the highest footfall and sociodemographic. 

“Vivid City has packaged China’s pre-eminent mega screens to create a scalable business that provides our clients with a faster, more affordable way to reach China’s city-dwelling consumers.”

Zoe Huang, Vivid City’s Director of Business Development and Chinese native, said that the company’s holistic approach to China’s DOOH market gives their clients a “clear advantage”:

“Overwhelming is the word that best describes the feeling many brands outside of China have towards marketing and advertising there”, Huang said. 

“We understand why: in China, the process of planning and buying DOOH media is particularly complex. That’s why we believe it’s important that brands have a better route to the Chinese market. 

“With our expertise, we can help clients and agencies maximise their impact in China and ensure their creative is within Chinese law and in step with current Chinese cultural trends.”

Vivid said it was optimistic about the prospects in China, with growth in urbanisation driving China’s OOH surge. Today, 59% of Chinese live in urban areas, that number will reach 70%, or one billion people, by 2030, it said.

See all the winners from the Prolific London Awards

The inaugural event championed creative brilliance from across the capital