Kinetic China aims for better outdoor monitoring tools

This aims to provide advertisers with accurate reports within 24 hours, something both parties claim will be a 'first' in the media monitoring industry in China. By synergising data from mobile phones, location based service (LBS), and GPS, Kinetic China developed the system and is running a  beta test covering over 30,000 bus shelters in tier 1 and 2 cities.

Yum!, one of the biggest media spenders on bus shelter, collaborates with Kinetic in the test run of this new service with real data for KFC for one month.

Bus shelter is the number one spending media in the lower tier markets in China. Jim Liu, managing partner at Kinetic China said the new service was built in response to the unsatisfied needs on the monitoring of the bus shelter advertising platform, especially in these lower tier markets.

He explained that advertisers often have difficulty in evaluating and monitoring their bus shelter campaigns in lower cities. In the past, vendors, instead of advertisers, would take thousands of pictures and print them into reports to send to clients - often more than one month later, which also caused an environment issue.

“We want to ensure advertisers can get what they spend, as they pay for air-time day by day, and media price is increasing a lot year-on-year,” Liu said.

Kinetic will hold a 'Kinetic 2011 OOH Gallery' at the Infiniti Plaza in Shanghai on 17 to 19 August, and APM Plaza in Beijing on 30 and 31 August, respectively, demonstrating the latest usage of technology of outdoor media.