分众传媒江南春：AI技术+情绪价值成为品牌传播核心力量

Core Viewpoint - AI technology is reshaping various industries, and companies like Focus Media are adapting to retain user attention in the face of challenges posed by AI-generated content and changing consumer behavior [2][5]. Group 1: Industry Challenges and Strategies - Focus Media is addressing the challenge of audience attention diversion in elevator advertising, where many users are distracted by their phones [3]. - The company emphasizes the need for repeated exposure to advertisements to effectively engage consumers, as mere coverage is insufficient without capturing attention [3]. - To combat these challenges, Focus Media has introduced interactive features like the "tap" function on elevator screens, achieving an average daily interaction of 1.4 million times, primarily among younger users [3]. Group 2: Emotional Marketing and Consumer Engagement - The shift in consumer demand from functional attributes to emotional and value-driven connections is influencing marketing strategies [4]. - Focus Media is leveraging "emotional marketing" to create advertisements that resonate with consumers on a deeper level, such as linking product durability to family safety [4]. Group 3: AI Empowerment and Operational Efficiency - The company is utilizing AI technology to enhance its advertising capabilities, enabling precise targeting, attribution, interactivity, and optimization [5][6]. - Focus Media's "thousand buildings, thousand faces" operational model allows advertisers to select target demographics based on various criteria, improving ad targeting efficiency [5]. - A data-driven evaluation system has been established to quantify advertising effectiveness, allowing clients to track consumer behavior changes resulting from ad exposure [6]. Group 4: Brand Development and Market Expansion - Focus Media's strategy includes creating significant value without competing solely on price, addressing consumer pain points to maintain pricing power [7]. - The company is focusing on international expansion, particularly in emerging markets like the Middle East and South America, to capitalize on the global competitiveness of top domestic brands [7].