The Evolution of Focus Media Poster Frame
In 2009, Focus started working on a property cloud for more accurate ad placement based on property specs such as building age, property price and location analysis. In 2015, Focus introduced the search cloud. 70% of the search traffic is now mobile. The searches made on Baidu mobile app by thousands of people entering or leaving a building can be tied to its coordinates. By studying the mobile data on the passing crowd, we may generate insights about which words are more likely to be searched and which categories or brands may interest a particular crowd. Such data inform Focus’ search cloud, which analyzes key words on mobile search engines to anticipate varied consumer needs and brand preferences down to each building. Focus now has a beta e-commerce cloud. Working with e-tailers, it knows which FMCG goods are shipped to which buildings, thus understanding the brand preferences and purchase tendencies for FMCG goods in a given building. Focus’ elevator poster division is working to integrate its property cloud, search cloud and e-commerce cloud, use cloud data to determine which elevator poster ads are placed where for greater precision and higher ROI for advertisers.
High Frequency / High Focus / High Exposure
High Frequency：An average person rides the elevator 20 times per week. This enables full exposure to the poster content and a deep connection to the brand being promoted. Compared with other media, elevator poster ads are read more closely and carefully. High Focus：Focus' elevator posters are mainly placed in community elevators and viewing is mandatory in the confines of the elevator space. This creates high engagement opportunities during the otherwise boring elevator ride. High Exposure：Average daily time spent on print media of 8 mins. Online and Elevator Poster combined account for half.