As an alternative media transmission method, digital outdoor LEDs have shown extraordinary outdoor communication power after entering the Chinese market in 2005. However, the lag of the model has also made the LED advertising display industry face great challenges.
Question
A market slowdown
For the first-tier cities, traditional outdoor media companies have occupied a large number of urban commercial circles, but in recent years, in addition to the pressure on the cost, the cost of land, screen costs and operating costs have increased, the speed of the Internet and new media advertising platforms Development has also slowed the growth of digital outdoor LED media and the interest rate has dropped.
Two advertisers
The outdoor advertising media effect evaluation has always been more confusing for advertisers. Regarding the effect of LED segmentation, there are some “quantitative†“environmental measures†in the industry, including environment, location, viewing angle illumination, and energy. See time, flow and flow characteristics, price, contract duration, repairs and insurance. However, as a whole, the LED media industry still lacks relatively scientific and perfect, and it is easy to assist the media planning monitoring and evaluation data. The evaluation of the effect of LED segmentation needs to be strengthened in terms of precision.
Three advertising creativity is weak
Compared with the three camp advertisements in the West, China's advertisements follow the effective advertisements of the United States, but they pay too much attention to form and execution. The pursuit of big scenes and big productions is the most serious lack of creativity. The outdoor LED media is in the area of ​​large area and product upgrade, completely ignoring the advantages of its own media.
Four light pollution
As we all know, because of the high brightness and large area of ​​LED screens, bringing a certain degree of visual pollution to the city is one of the complaints in public opinion surveys. In addition, from the perspective of urban planning, too many improper LEDs will also damage the urban landscape to some extent.
In response to the above problems, for the development of outdoor LED media, it is necessary to consider the media conditions, characteristics and the reaction of the audience, and carry out targeted innovations with the media environment and attributes. This kind of innovation not only has formal innovation but also content innovation, in order to achieve sustainable development of the media.
Opportunity
A technological innovation to accelerate digital upgrades
At present, most of the digital outdoor LED advertisements in China, from the technical level, the deep-level technology participation is still not up to date, and the technology development and product application are still relatively superficial. In recent years, the digital outdoor media group abroad has seen a significant increase in the quality of 3D displays, which, combined with the decline in technology costs, means that it is now a not only viable and eye-catching outdoor advertising medium.
3D display technology provides advertisers with a new way to reach and impress the audience, such as the Real3D format. The “Real3D†complete surround visual effect is achieved without the use of 3D glasses, but by adding a dedicated filter to the HD display. The displayed image is decomposed into a number of complex overlapping segments, which are vividly imaged like real 3D through the analysis of human binocular vision.
Second, try to interact with social media
From the perspective of the advantages of digital outdoor LED media, it is a versatile carrier that breaks through the tradition and has three modes: pure TVC video playback, electronic magazine-style playback, and FLASH creative mode playback. This makes digital outdoor LEDs the most flexible and compatible outdoor media form available today. At the same time, it can also complete live broadcasts of live events and support live events in a time-sharing manner, becoming a highly focused media for advertisers.
In fact, as far as technology is concerned, digital outdoor media can be very diversified, and more can achieve multi-directional communication through interaction and expand more development space; there are two aspects that can be developed, one is interaction, and it is outdoor media. The interaction between consumers and consumers is also the cost effect of outdoor media. After being accepted by users outdoors, especially after the community media is booming, the word-of-mouth effect generated by community media has made great development of outdoor media.
Three focus on digital outdoor creative mining
Creative mining must be guided by the consumer-centric philosophy from a consumer perspective. And with the content. The advertiser ultimately wants to let the audience accept the content, induce purchasing power, rather than let the audience simply see the information.
Interaction should be the highlight of the big LED screen. Advertisers can buy more screens with money, and want to get more attention. The conversion between attention and purchase desire is the ultimate function of LED big screen. Advertisers should understand that the role of LED large screen is to win the eye with size and win the market by interaction.
Our country has been integrated into globalization. The trend of globalization affects all walks of life in China. The marketing ideas of foreign customers affect local customers, and they also affect China's outdoor advertising industry.
Under such a background, digital outdoor LED media uses advanced marketing concepts to guide its scientific development in the process of technological innovation, and uses all-media integration ideas to enhance broadcasting and television, the Internet, mobile phones, etc. Convergence; continue to study consumer's outdoor behavior to guide communication strategies, and interact with digital media and mobile media experience interaction, the future of digital outdoor LED will usher in a greater change.
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