【正文】 really provide the industry, for our customers bring more rational objective help. Such tools, we have many, will step by step to china.The voiceover:Collaboration and sharing is the Annie repeatedly stressed a vocabulary of two words, is also Posterscope outdoor media group is the biggest petition, create outdoor full munication panies bee Annie operating under its media empire core concept. It is in this concept, Posterscope outdoor media group in 2007to join hands with China is already quite mature agency Warren media (Heartland ) the establishment of a new cooperation mechanism in China emerge in an endless stream, outdoor media industry for outdoor advertisers to provide industryleading planning and implementation services.Posterscope investment projects in China?Posterscope and Warren belong to the IPG group in China, we have five offices, more than 100 employees, outdoor planning and buying, there has been a great foundation. Warren has been established for 8 years, Posterscope in this industry has been more than 20 years, is in a longterm culture of this market, so we in the concept is relatively close to the. Specifically, first of all, insight is Dr. reached a new very large investment, the Chinese will certainly continue to develop。s tool, or how the international tool modification to used in China and so on, from planning to purchase to implementation to monitor, we do a lot of all training。s major city executive MINI project.A pedestrian overhead moving sensor camera projection to the ground, forming the roundabout outdoor video project, pedestrians can be stepped on MINI projection is interactive, it will originally isolated from large video project sensing to nearby the wall, on the different colors of the car will trigger a different wall video. I believe that the future innovation in this field will be large quantity. We will attach importance to digital, pay attention to consumer insight, while maintaining the project training. We firmly believe that soon the media change occurs, because the mobile digital technology continues to improve, people from outdoor media in search of more, benefit more.Foreign mature outdoor advertising planning in China market is feasible? What do you think of Chinese market and international market difference?China market transform quickly, in Europe usually take20 years before it is possible to see the development, China3 years or less can be done, it is very challenging. In China, the development of new technologies is also quite rapidly, some almost overnight arrived, like our digital products. But two things are different. First, in China there is a need for more cooperation, everyone is in the sale of their products, if they can sell media, will produce powerful resultant force. Otherwise it is meaningless. Second, with some of the above similarity, our media, agents and customers should closely together, will bee strong. Even in Russia, this industry is also very focused on cooperation. Rather than advocating personal factors. If we can pay attention to cooperation, I believe that China will bee the world39。s brand status and consciousness. And then to realize the brand influence, by the end of Adidas slogan to stimulate each contestant beliefs : everything is possible.2 can39。s support and the spotlight and pursued it spring into fame. Secondly, suffered a devastating fire after Cutty Sark was rebuilt, as can arrive at this location, so the Adidas everything is possible will get more apropos.3 contributing impossibleAfter two months of negotiations, we got into the Cutty Sark license. In 4a large LCD display and 2 large everything is possible advertising flag vessels wrapped up. They are also part of the programme. There will be3 screens focusing contestants, they can be connected to an all contestants information database, when the player is close to the Cutty Sark, can have the audience input the player information. So as to realize a personalized support information, when they send a message, immediately delivered to the big screen. Fourth screens in the vessels of the other side, can directly display the visitors to send information, but also give the audience a chance to input numbers, they can through the mobile phone to track the player running the whole.The 4assessment impossibleActivities in the application of digital technology, based on the direct reaction of the text information and the WAP location tracking means are very meaningful.The35000 players in the15% received from Adidas personal information. 5475 audience input text information into the Adidas WAP address. More 62% hits, means that 11% players in the petition are of concern to follow.Considering that only in a marathon race as advertising plans to put WAP address and the strategy positioning of the digital display, all this confirmed as long as customers, advertising and creative team with good munication way, everything is possible.So, what we do is in every market share, study, discuss later applied to other markets. This is very useful. Our international customers appreciate that. Even had no media we can also develop. Whether it is design or innovation, must be based on consumer understanding, know what they want, what to do, this is our main industry. We also found the world so many countries, so many same things, like coca cola, we in the United States agents of Coca Cola, in the UK in France in the agency, including in China we are doing the Coca Cola advertisement, this instant global share, as well as in our sister pany share, is our do a more successful, we will accelerate this sharing, because in today39。 根據(jù)尼爾森2008年第二季媒體大調(diào)查的結(jié)果顯示，有77%的消費者在過去7天內(nèi)看過戶外廣告，其接觸率僅次于電視媒體，無怪乎戶外廣告在溝通角色上， 扮演越來越重要的角色。特別是歐洲受到的影響比較大，比如英國2009年戶外廣告幾乎沒有增長的機會。以歐洲為例，20082009年我們認(rèn)為都不會再有上升的趨勢，美國的全景看上去有些艱難，可是我仍認(rèn)為他們會恢復(fù)增長，因為他們有數(shù)字化這一武器。那已經(jīng)是不錯的消息了。但是數(shù)字化在這種形勢下仍然發(fā)展飛速。越來越多的廣告主開始選擇使用新媒體，在這里也是如此。因為迫于電視的壓力很多廣告主開始把目光聚集到新媒體這邊。戶外媒體本身沒有什么太大的生存問題，很快就能走出全球經(jīng)濟陰