Chicilon Meida Brief_2015

CHICILON MEDIA®

www.chicilonmedia.com

Chicilon Media Brief[[

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www.chicilonmedia.com CHICILON MEDIA®

Chicilon Media Brief

Chicilon Media Networks

Content

Comparison to Traditional Media

AC Nielsen Research Data


Chicilon Media Brief

Sept. 2006, Chicilon Media was found in Ho Chi Minh City.

Mar. 2007, Hanoi Branch was established.

Jan. 2008, VinaCapital invested in Chicilon Media.

Core business: Providing OOH LCD and in-elevator poster frame advertising solutions.

Chicilon Value to Advertisers & Consumers

Businesses & Advertisers Chicilon Media

Hi – Traffic Areas

Target Audiences

24’ – 46’ LCDsTop Brands


• Total 18 cities covered, main networks focusing on HCMC & HN. Creating 14 million impressions/day

• Deliver your information to each part of audience’s daily life.

• Locations:

- Focusing on hi-foot traffic areas where

audiences are in idle time;

Chicilon Media Coverage

Building NetworkPoster

Frame

In-StoreNetwork

Airport Network

HospitalNetwork

audiences are in idle time;

• Airing Frequency:

- TVC: 60 loops/day for heavy message

delivery

- Poster Frame: 360 Loops per day.

-

Pinpointed Target Audience,

Heavy Message Delivery


Building Network

Coverage: over 1200 buildings(office building& apartment) nationwide,

focusing in HCM& HN

Audience file: high education, high-income & fashionable

Equipment: 26 inch LED (32 in larger space)

Airing Frequency: 12 minutes one cycle, 60 loops per day

Coverage: 14 airports nationwide,

Audience file: Heavy coverage of high-end audience

Chicilon Media LCD Network

Airport Network

In-store Network

Hospital Network

Audience file: Heavy coverage of high-end audience

Equipment: 47 inch LED


Coverage: around 100 supermarkets and convenient stores

Audience file: covering family purchasing decision makers



Coverage: top 5 cities, 80 hospitals, 800 screens

Audience file: covering various consumer




Installation: in-elevators of building(office building&

apartment)

Equipment: HD screen

Airing Frequency: one still picture

Installation: in-elevators of building(office building&

apartment)

Poster Frame 1.0

Chicilon Media Poster Frame Network

apartment)

Equipment: 21.5/24 inch HD screen

Airing Frequency: 6 pictures, 10 s/ picture, 1 minute 1

cycle, 720 loops per day

Installation: 14 airports nationwide

Equipment: 55 inch HD screen with high brightness

Airing Frequency: 6 pictures, 10 s/ picture, 1 minute 1

cycle, 720 loops per day

Poster Frame 2.0

Poster Frame 3.0


Trusted by Well-known Clients


Pinpointed Target Audience

Targeting audiences aging from 18-47 years old with high education, high income and high consuming

power; targeting high-end consumers such as employers, managers and office workers who lead the

consuming trend and can influence others.

Chicilon media networks cover daily life cycle of target audiences: when they go to work (in buildings),

go for business trips (at airport), go for health care( in the hospital), go shopping (in-store) etc.

Chicilon Media Network Advantage

Cost Effective

Low CPM; according to AC Nielsen data: Chicilon Building LCD CPM is only 1/10 of TV.

Compulsory Viewing

During idle time waiting for elevators and inside elevators, in a limited space with nothing to do, audiences

have no choice but watch the advertising. No interruption caused by remote control.

High Reach

Advertising content is easiest to be remembered when audiences are in idle waiting time. Audience can

frequently be exposed to the advertising, and thus can strengthen the brands recall.


Comparison to Traditional Media


• With high speed of information and advanced technology, there is a variety of TV

shows(satellite TV, Online TV etc.); and TV channels are also varied (news, entertainment,

finance and others;, which largely distract TV’s audiences

• TV viewers tend to be either very young or old with low income, low consuming power,

and low brand recognition.

• With remote control, viewers tend to switch to watch other programs, instead of

Comparison to TV

• With remote control, viewers tend to switch to watch other programs, instead of

advertising.

According to AC Nielsen report, TV Commercial only reaches 32% of those who

watched TV.


Comparison to Newspaper/Magazine

• Various categories of newspapers/magazines diversify readers;

• Main purpose to read newspapers/magazines is for updating news and events, but not

advertising;

• Newspapers/magazines have multiple pages, and readers tend to skip advertising

content

• Readers tend to belong to old aging group, who are more conservative, with low

incomes, low consuming power, and low brand recognition.

According to AC Nielsen report, newspapers/magazines only reach 27% of those who

read.


• People are busy driving, and have no time to look up billboards; even the employers

and office workers pass by in cars, so they can not read and remember well

advertising contents.

• Outdoor environment is noisy and messy, which will impact the image of advertised brands and products

• Billboard can only display brand image/logo, busy driving audiences have no time to

Comparison to Billboards

• Billboard can only display brand image/logo, busy driving audiences have no time to see clearly the brand and product information.

• Too much outdoor information in the noisy environment makes it difficult to remember

• Can not target target accurate audiences, only cover random on-street -audiences

According to AC Nielsen report, billboards only reach 23% of those who pass by and look up the billboards.


Comparison to Online

• Various website choices distract the audiences;

• People go online for news, events report and information; or giving comments, and thus

easy to skip online ads;

• Not able to target accurate audiences.

According to AC Nielsen report, online media only reaches 23% of those who surf According to AC Nielsen report, online media only reaches 23% of those who surf

online.


AC Nielsen Report on Chicilon Media

14

AC Nielsen Report on Chicilon MediaAdvertising Effectiveness


Chicilon Target Audience Profiles

Targeting audience aging from 18-47 years old with high education, high income and high

consuming power; targeting high end consumers such as employers, managers and office

workers who lead the consuming trend and can influent others.

Age Segment Monthly Household Income Education

43% 56%

96% labor force age 98% high income (class AB)

but majority is class A

82% highly educated

8%

24%26%

19%

11%

7%4%

18-22 23-27 28-32 33-37 38-42 43-47 48-55

11%16%

43%

28%

1% 1%

A3(45mil-75mil VND)

A2 (30mil -44mil VND)

A3 (15mil -29mil VND)

B (7 mil -14mil VND)

C (4.5 mil -7.5 mil VND)

D (3mil -4,4mil VND)

13%

6%

24%

56%

2%

High School Vocational College University Postgraduate


Advertising content is easiest to be remembered when audience are in idle waiting time.

Based on AC Nielsen data, building audience’s average daily lift usage is 4-6 times, each

waiting for elevator is 2-4 minutes. Audience can frequently exposed to the advertising, and

can strengthen the recall.

Building LCD Advantage - High Reach

Elevator Usage

45%

95% audience daily usage more then 4 times

Average daily usage 6 times

Average elevator waiting time 2-4 minutes.

Average in elevator 82 seconds5%

40%45%

10%

twice 4 times 6-8 times more then 8 times

ELEVATOR USE & OPPORTUNITY FOR FRAMES TO REACHOFFICE BUILDING &

APARMENT

Q20. FREQUENCY OF USING ELEVATOR

5

40

45

10Less than 2 times

2 times

4 times

6 - 8 times

More than 8 times

Average no. of time using elevator per day

Average time watching poster frame ads per elevator usage

6 times

/day

25 seconds

watching PF ads/usage

Elevator users watch Poster Frame

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17Base: All Respondents (n=550)

Q20. Please kindly let me know how many times do you usually use the elevator per day?Q23. Please kindly let us know your how long do you usually use the elevator?

Q25. Please tell me how many times in average you usually look up to/watch/see the Poster Frame in elevator per elevator usage?

82seconds

Q23. AVERAGE TIME IN ELEVATOR

Elevator users watch Poster Frame

on average 150s/day

WITH ELEVATOR USAGE HABITS, ON EVERAGE TARGET CONSUMERS HAS OPPORTUNITY OF 150 secondsEACH DAY

TO WATCH CHICILON POSTER FRAME IN OFFICE BUILDING & APARTMENTS

ADS FROM POSTER FRAME REACH DYNAMICS OFFICE BUILDING &

APARMENT

35

31

31

26

I have no choice but must watch the ads since the elevator is small & limited while I feel idle and boring

I get attracted by exquisite & flashing picture, hence, I feel easily to remember & recall the advertising content

Watching advertising on poster frame helps me to update information

I feel that watching advertising on poster frame would

ATTITUDE TOWARDS POSTER FRAME

52

30

13

2

Sometimes watch the poster frame

Watch poster frame half time

Watch poster frame most of the time

Watch poster frame all the time

WATCHING POSTER FRAME FREQUENCY

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18Base: All Respondents (n =550)

Q24. Please kindly let us know if you .Q27. So please kindly let us know in average, how many print ads can you see per elevator usage?

Q28.Please kindly pick one that suit your situation.

26

9

I feel that watching advertising on poster frame would provide me in-depth information about product

Poster Frame advertising makes me interested in the product information & encourage me to purchase the

products

2Not watch the poster frame at all

No. of ads remember seeing per elevator usageNo. of ads remember seeing per elevator usage

2 – 2.5 ads

98% people look at the poster frame in elevator

& has opportunity to be exposed to about 2 ads

Many reasons to watch the ads thanks to idle time, noticeable flash & information update function of Frame


Audience’s 98% HIGH Attention to Building Network

98% people would look up to the LCD screen

52Sometimes watch the LCD

30

13

2

2

Watch LCD half time

Watch LCD most of the time

Watch LCD all the time

Not watch the LCD at all


91

Total Male Female 20-34 35-44 45-55 Class AB Class CD

(n=998) (n=444) (n=554) (n=610) (n=260) (n=128) (n=781) (n=217)

89 93 92 89 91 92 88

Help me update

information of product/

service which I don't

know.

Recognition of Building LCD Advertisements Outperform TV /Newspaper

Reaction towards advertising on LCD – by audience

88

72

56

Q19a:These are some statements about the advantage of LCD advertising/ post frame advertising, which below advantage best apply for you? [MA]

84

70

58

90

74

54

89

73

56

86

75

58

86

67

52

89

71

55

81

76

61

It motivates me to find more information

about the products/services

advertised

Give me a topic to chat/ talking with my friend/

colleague about the advertisement being

aired

I pay more attention to LCD/Poster frame

advertising more than TV/Newspaper

advertising

Base: all respondent


91

Help me update information of

product/ service which I

don't know.

It motivates me to find more

Total Hanoi HCMC

n=1000 n=250 n=750

87 92

Reaction towards advertising on LCD – by cities

Recognition of Building LCD Advertisements Outperform TV /Newspaper

Topic of Presentation Page 21

Base: all respondent

88

83

72

56

Q19a:These are some statements about the advantage of LCD advertising/ post frame advertising, which below advantage best apply for you? [MA]

It motivates me to find more information about the

products/services advertised

I often watch Ad on LCD/PosterFrame when

using elavator

Give me a topic to chat/ talking with my friend

I pay more attention to LCD/Poster frame

advertising more than TV/Newspaper advertising

82

83

54

40

90

83

80

63


CHICILON MEDIA

HCMC:

Nguyen Ngoc Duy( Mr.) E: [email protected]: +84 967 168 666T: +84 8 39 104 888/999F: +84 8 39 118 728

Address:

22

Address:Suite 1601, Saigon Trade Center, 37 Ton Duc Thang, District 1,Ho Chi Minh City, Vietnam

Ha Noi :

M: +84 943738989T: +84 4 35625666 /668F: +84 4 35625669

Address:Suite 503, Daeha Business Center, 360 Kim Ma St. Ba Dinh Dist. ,Ha Noi, Vietnam

Documents

Chicilon Meida Brief_2015