Meituan W Plans to Enter the Lift Media Biz in China

Meituan, the Chinese Internet unicorn, announced on July 11 through its WeChat public account of "Meituan Food Delivery Co-operative City" (literal translation of "美团外卖合作城市") that it is recruiting lift media advertising franchisees and officially entering the lift media advertising market.

MEITUAN is planning to recruit lift media advertising franchises in lower-tier cities. MEITUAN will provide equipment and business support, while the franchisees will be responsible for equipment set-up, sales, and advertisement production.

As the Internet traffic dividend gradually fades, the value of offline traffic becomes increasingly prominent. Lift media advertising is an indispensable transportation node in China's urban life circle and the most critical OOH video media format. The lift media advertising business that Meituan plans to enter is more than just expanding offline traffic; it also achieves a complete closed loop of marketing channels through online and offline collaboration.

Jiang Nanchun, founder of FOCUS MEDIA, responded that the company is promoting cooperation with MEITUAN on lift media advertising operations in lower-tier cities to jointly provide more comprehensive services to small and medium-sized enterprises in these markets.

美团W（03690.HK）计划进军中国电梯广告业务
中国网际网路独角兽 - 美团，于7月11日通过其官方认证账号“美团外卖合作城市”公众号宣布：招募电梯媒体广告加盟商，正式进军梯媒广告市场。

美团计划在下沉城市城市招募线下媒体广告加盟商，美团将提供设备和商务支持，加盟商负责设备搭建、销售、广告制作等事宜。

随着网际网路流量红利逐渐消退，线下流量的价值日益凸显。电梯媒体广告是中国城市生活圈中不可或缺的交通节点，也是户外视频媒体中最重要类型。美团拟布局的电梯媒体广告业务，不仅仅是拓展线下流量，更是通过线上线下协同，实现营销渠道的完整闭环。

分众传媒创始人江南春回应表示，公司正与美团推动在下沉城市梯队媒体广告运营方面的合作，共同为下沉城市市场中小企业提供更全面的服务。
Rc20240716

Photo credit by https://finance.sina.com.cn/

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