1. Be a Trailblazer to Pioneer OOH Future (For AOM)
This article is based on the interview with Thomas Chan, Kinetic President China
With ups and downs of OOH development all over the world. OOH has
been the second-largest media format. According to the statistics, the
domestic OOH spending in 2014 has reached to around 437 billion RMB.
Kinetic stands ahead of the curve in OOH
Against the background, Kinetic definitely is a pioneer who stands ahead of
curve in OOH. As an OOH specialist agency, we can say that with many
reasons. Firstly, Kinetic is China's largest outdoor agent company with
fastest growing in the industry. With more than 120 clients, Kinetic’s
advertising placement covers more than 250 cities in China, and adopts
over 80 OOH media formats. And we also keep close relationship with more
than 1,600 media vendors. Secondly, we are the OOH professionals with
best performance. In 2014, the total operation volume at Kinetic is 3.5
billion RMB, which is really impressive! Thirdly, Kinetic China knows
domestic OOH market very well, observing and thinking about what is going
on in this particular market. As we all know, the market isn’t run in an
orderly-marketized way. For example, most majority of domestic media
proprietary isn’t the one who actually runs the business. Consequently, the
market can’t afford the ridiculous price (fairly high) at all, which really
results in the break-down of the whole industry. In the past, OOH agency
only cares about execution and seeks for quantity. But now, quality and
performance is our top priority.
Besides our traditional function including planning, sourcing, evaluation,
negotiation, buying, production and monitoring, we are seeking new
business opportunities. So that’s the reason why we push forward the
special division, that is, the Insight & Knowledgement who leads the whole
team to blaze a brand-new road and explore more opportunity
development in the future.
Our whole team expects these Insight & Knowledgement contributors to
share insights with you and to help you catch the OOH trends in advance.
They have spent a lot of time thinking about the complex industry, such as

2. Common Currency problem which we needs to deal with urgently now. So
we have the responsibility and capacity to push it forward.
Three Main Trends: Digitalization, Mobile & Internet and Integration
This year, there are three trends we want to share with you.
Firstly, we think the digitalization of OOH media has enabled OOH to play a
more important role than before. According to the chart below, the DOOH
market has grown 3.2 times in 6 years.
Compared with traditional OOH media formats, DOOH becomes more
dynamic and brings more fun into people. Combined with social media,
real-time interaction between users and screens is available now. In the
past, OOH was often an after-thought. But now we think OOH is one of the
promising media formats and will have the ability to be the center of media
strategy. It’s absolutely true, for OOH creates deeper and more
entertaining campaigns. So you can see DOOH really injects new energy
into the oldest media format, which is the main trend we have been
involved in without doubt.
Secondly, the Mobile and Internet really can bring us more opportunities.
According to the data and research we have gotten in 2014, the number of
domestic mobile netizen has reached into 527 million with the increase of
over 26 million compared with last year.

3. So we can conclude that people are much more mobile in terms of lifestyles
and the mobile penetration is much higher than PC’s. Until now, the truth
we still can’t deny is people tend to spend more time out of home, tired of
being locked at home and defines as a sofa potato.
With its deeper development, OOH with Mobile and Internet will work out
the worrisome obstacle which concerns us for a long time. We really lack of
OOH data actually. But based on place data, user behavior, creative
technology and strong data analytical skills we have, Insight &
Knowledgement guys are working on three new projects named Audience
Profile, Aureus and R&F System. Audience Profile actually is a place-based
user behavior analysis platform to know more and better on specific users.
While the mapping function offered by the Aureus System is absolutely a
milestone for the whole industry. Based on standard methodology and
accurate database, Kinetic R&F can help our clients make decisions on
which OOH plan is best in particular business area. So we believe there will
be more new projects offered by Insight & Knowledgement, which is sure
to revolute the whole OOH industry.
Thirdly, the multimedia integrated strategy is another task we are working
on. Recently, much more news about Merger & Acquisition have burst out
for a while, so you can definitely feel the multi-industry integrated trend
obviously. Let us quote the sentence from President Xi, “We shall enhance

4. the combination of traditional media with new media.” Accordingly, we
have made our decision on our future direction and the integration strategy
is becoming greater than what we thought previously. Recently, we are
going to do some campaigns in which we integrate OOH and new
technology such as NFC and iBeacons. In the future, we think OOH isn’t
alone anymore. With integration strategy, the win-win outcomes is what
we all look forward to.
Three Key words: User, Contexture Marketing and Big Data
Then there are more inspirations from Insight & Knowledgement team.
Firstly, do you recognize we call people a user not a consumer? In the past,
we treated people as a consumer, then an audience. Now, we call them
user. For this part, we think we shall change our obsolete mindsets and
serve users though media, not push them to do purchasing though media.
In other words, users will become more active to be engaged in the
campaign and have more impressive experience. And for us, our media
operation way will be totally changed.
Secondly, contexture marketing is another key word we want to share with
you. Actually, it’s a form of targeted out-of-home advertising. As we all
know, copy from print is frequently used in OOH creative operation. That’s
what we really want to improve. In the particular place, the tailored ads
offered by the contexture marketing strategy. And with the help of wireless
payment tech and place-based data analysis, the tailored ads fine-tuned to
the particular environment serve users in perfect time, place and mood. So
the key words of contexture marketing are anytime, anywhere and desire
to buy.
The last key word is Big Data. People have been discussing about it for a
long time. But no solutions have shown up yet. For Kinetic, we can do it in a
new way, that is, the small data. We think big data is composed by small
data. Data is narrowed down by us, such as what place, what kind of people
and what they are really interested in. Finally, we can categorize users into
different groups with different profiles and we know users in more detailed
way.

5. The Panoramic OOH System is the one which helps us collect small data on
specific users, such as Gender, Age, Consumer Level Proportion.

6. We explore the usage of Taobao data to identify Target User and mobile
GPS to track their routes. All these user-based mapping resources form the
Best OOH Solution for our clients. So don’t be puzzled by Big Data! The
discussions around big data really miss a much bigger and more important
picture: the real opportunity is not big data, but small data.
Kinetic has been improving all the time and want to be the leader and
pioneer in the OOH industry. In addition, we commit our goal to help
brands to connect with people’s lifestyles and the environments they
engage with. With the contributions of Insight & Knowledgement, we have
the firm confidence to lead the whole industry forward unswervingly.
If you want to know more about us, please log onto our website:
www.kineticww.com, or contact directly with Insight & Knowledgement
Department though Kinetic.Intelligence@china.kineticww.com.