Neo moves into China, wins Swiss airport
Neo Advertising’s digital out-of-home aggregation service BookingDOOH has made its Chinese debut with a deal to offer advertisers the network of bus screens run by state broadcaster CCTV.
With the addition of the CCTV screens on buses, BookingDooh now has 52 partners with 200,000 screens, reaching 350m viewers each week.
The buses where CCTV operates are themselves said to have a footfall of about 53m people daily – or more than 350m weekly. But far from all of those count toward BookingDooh’s total audience. For the footfall figure, “all visitors have been counted on the bus, no matter if they effectively look at the screen or not”, BookingDooh account manager Sara Hinske told SCREENS.tv.
On the firm’s aggregation system, by contrast, “we have [an] attention ratio for a network which helps to determine how many of the gross traffic effectively look at a screen”. It is that figure which BookingDooh quotes as its total 350m weekly audience.
The deal was brokered between BookingDooh and Shanghai Be Media, acting for CCTV.
Last year, Swiss-based Neo opened a content division in Beijing. Bringing CCTV into its aggregation system, however, represents Neo’s first step into the Chinese advertising market.
Separately, Neo has won exclusive rights to operate digital advertising at Geneva International Airport in Switzerland. Installations will begin in the second quarter.
www.bookingdooh.com
www.neoadvertising.com
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