WPP and Shanghai Media Group move on China's OOH industry

Shanghai Media Group and WPP are making a move on China's out of home industry under a new venture called Bestenth Media.BesTV, a subsidiary company of the Shanghai Media Group is partnering with WPP firm tenthavenue to launch the venture which will focus transit media from public buses, ferries, metros, trains and airlines.The company will also use location base service and time-fragmented user entertainment to capture mobile users.Zhang Dazhong, vice president at Shanghai Media Group, said with the development of 4G mobile internet and the urbanization of China, out of home digital advertising is expanding exponentially."With advertising budgets for new media on the rise, the newly established Bestenth will focus on Out of Home digital and mobile internet advertising solutions that can help domestic and foreign advertisers to build their brands and drive sales.”Li Feng, CEO of the new venture, said every day some 10 million commuters in Shanghai can access movies, information, Weibo, Wechat and purchase online through a network of public bus shelters by using WiFi and public transport service APP.Bestenth has already started to construct 1,500 High Definition LED interactive screens, ranging in size from 32 inches to 55 inches, in public bus shelters in the Puxi area in Shanghai.In addition to creating the largest screen network in the OOH TV commercial advertising market, Bestenth will apply AR technology to enhance the interactive user experience. By breaking out of the single Out of Home advertising format, we can now provide a range of creative options for brands.”