在过去的五年中,中国的媒体格局迅速变化。由于不同屏幕(电视、网络视频、智能手机/平板电脑等)蓬勃发展,大量普及,受众的分化越来越大,所以电视很难帮助企业有效接触到大量的目标受众。但另一方面,虽然电视收视率不断下降,而收视点成本(CPRP)每年却在上升,尤其是在上海、北京这样的一线城市。因此,广告主开始采用“视频中立”的概念:即利用如网络视频和楼宇LCD等其他屏幕来增加到达率与效率。 In the past five years, China’s media landscape changed rapidly. Due to the flourishing and popularized popularity of different screens (TV, web video, smartphones / tablets, etc.), the diversification of audiences is growing, so it is difficult for TV to help enterprises effectively reach a large number of target audiences. On the other hand, CPTV is on the rise each year, though television ratings are declining, especially in first-tier cities such as Shanghai and Beijing. As a result, advertisers are beginning to adopt the concept of “video neutrality,” which uses other screens such as web videos and building LCDs to increase reach and efficiency.