As an alternative media transmission method, digital outdoor LED color screen has entered the Chinese market since June 2005, showing extraordinary outdoor communication power. In recent years, more and more media companies have launched outdoor LED color screen media, gradually covering The urban center business district is showing a booming trend.
Opportunities and challenges coexist
According to data from the Institute of Advertising Research of the Communication University of China, 66.7% of the advertisers surveyed said they would maintain or increase the advertising of outdoor media; 49.5% of the advertisers said they will remain Or increase advertising on emerging outdoor media. Today, China has become the country with the largest number of outdoor LEDs in the world. LED is characterized by its own area and media location, coupled with flexible launching and less government policy intervention. This digital outdoor form has become a mainstream of outdoor advertising. trend.
The early rapid scale development also made the LED market competition more intense. At this time, the outdoor market reached a moment of reshuffling. Foreign-funded enterprises use their capital advantages to seize outdoor media resources, customer resources and market share; emerging digital outdoor media companies are also able to upgrade as long as they have the capital investment, such a low threshold entry inertia, have introduced LED color screen.
In the past two years, the domestic LED market has been keeping pace with the international market in terms of quantity and speed, and some have even surpassed foreign media. However, during the rapid development of a large number of LED outdoor media, some problems such as the industry marginal profit reduction and the LED media ecology have been highlighted, showing that China's outdoor LED media has gradually entered the bottleneck stage of development.
Four bottlenecks
(1) The overall market began to show a slow growth trend
For the first-tier cities, traditional outdoor media companies have occupied a large number of urban business circle positions, but in recent years, pressure on costs has gradually emerged, and the increase in position cost, screen cost and operating costs has made digital outdoor LED media grow slowly. Interest rates have also dropped significantly. On February 27th, Changrong Communication’s “2011 China Advertising Market and Media Research Narrative†also proved this with data. According to the report, in 2011, China's advertising market continued to grow steadily. According to the price of the publication, the total amount of advertising was 669.3 billion yuan, an increase of 14.5% over 2010.
Specifically, in all media formats, outdoor is the lowest of all media growth, only 3.7%. In the face of the increasingly lively LED market, the phenomenon of uneven development and regional flooding has also been recognized, and the relative saturation of the digital outdoor LED media format has also come.
(2) Advertiser
The outdoor advertising media effect evaluation has always been more confusing for advertisers. There is still controversy about the effect of LED segmentation, which has led to the hesitation of advertisers in LED media selection.
For outdoor media choices, advertisers and agencies are pursuing so-called "effectiveness" from a broad and basic perspective. A group of scholars in the academic circle have also studied a series of application indicators for outdoor media evaluation and evaluation. The traditional approach is to conduct some “quantitative†“environmental measurement†on a single media, including environment, location, viewing angle, visibility time, Traffic and flow characteristics, price, contract duration, maintenance and insurance.
Although the classification of indicators is very small, the industry still points out the shortcomings, focusing on the monitoring methods, the choice of sampling methods and the consideration of people flow. However, with the changes in the outdoor environment and market, the changes in consumer lifestyles and behaviors, the evaluation of the effectiveness of outdoor advertising has begun to change from “quantity†to “qualityâ€. Or we can say that basic numerical calculations are no longer effective in explaining the actual validity of individual locations.
Moreover, for today's digital outdoor LEDs, most of the controversy comes from advertisers' doubts about the effectiveness of advertising between static traditional outdoor and digital outdoor. All of this stems from the fact that advertisers generally request reports and analysis materials from digital outdoor LED media operators from third parties. The LED media industry still lacks scientific and comprehensive data to facilitate media planning monitoring and evaluation data. The evaluation of the effect of segmentation has yet to be strengthened in terms of precision.
(3) The advertising company is weak in creativity
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.
In terms of advertising format, advertisements placed on outdoor LED media are mostly one-way communication, and in the eyes of consumers, they are still “big TVsâ€. The high-density advertisements have not brought good marketing to the cruelty of market competition. Return.
In terms of advertising content, the introduction of products in a simple and one-sided manner, or the overwhelming emulation, cloning, bluntness and cottage are easy to cause consumer dislike, and it is self-evident to bring the negative effect to the consumer recognition while being broadcasted at high frequency.
At the production level, most of the advertisements are rough, and the inferior pictures naturally affect the quality of communication. From this, it seems that the technical problems are also exposed, resulting in a lot of financial resources being wasted in meaningless notification behavior.
(4) There are many social problems
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 China, Coca-Cola's advertisements are unified with bright red standard colors, which are eye-catching, while Coca-Cola's outdoor advertisements in Tokyo, Japan, are all unobtrusive white. Similarly, the background color of McDonald's in France's Paris store is not the red we can see, but the low-key gray. These are the urban harmony scenes brought about by the laws of foreign compulsory protection of urban colors.
From the perspective of urban planning, too many improper LEDs will destroy the urban landscape to some extent. As we all know, urban architecture is a business card of the city. It must ensure the shape and function of the building itself, as well as the relationship between architecture and urban style, the surrounding environment, and outdoor advertising. The coexistence and harmony of these indicators is a perfect way to present, but there are many LED outdoor advertisements that unscrupulously destroy the facade of the building, concealing the original appearance of the city and even damaging the urban landscape.
Three major countermeasures
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 to 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.
(1) Technological innovation to accelerate digital upgrade
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 Real 3D 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 rendered as vivid as real 3D by the analysis of human binocular vision.
When Clear Channel Outdoor of the UK promoted the “real-time 3D†advertising campaign, it claimed to be running the world's first real 3D outdoor advertising campaign. Consumers have access to customized 3D trailers through the 42-inch display on the bus stop at Oxford Street, Buckingham Palace Road, and Kensington High Street. For example, the original trailer for the movie "Posy Jackson and the Pirates of the Fire" is a 2D movie. By adding and recreating multiple elements on the device, the 2D movie is converted to 3D, thus promoting the promotion of the film. Another dimension. It can be asserted that in the next few years, 3D graphics technology will lead outdoor advertising to a whole new depth.
(2) 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 playback, and FLASH creative mode playback. This makes digital outdoor LEDs the most flexible and compatible outdoor media format available today. At the same time, it can also complete the live broadcast 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.
(3) Focus on digital outdoor creative mining
Considering creative mining is actually how to use LEDs and how to use LEDs. Last year, YouTube made a theme interaction on London's famous Carnady Street, using 8 high-definition LED displays, and providing touch-based interactive services, which mobilized the initiative of users, allowing people to choose videos at will. Watch. According to statistics, within five weeks after the event began, these LED displays created more than 10,000 interactions, while increasing the click-through rate of YouTube and Flicker and Twitter. The success of the event was judged by the huge LED screen and the high click-through rate, but the homogeneity of such planning activities was also very dominant.
More to do is to be creative from the origin of the interaction, and must be guided by the consumer-centric concept from the perspective of the consumer. Xtep’s attempt has already heralded the direction of China’s digital outdoor. Karen Media has planned and implemented the “World Cup Twin Cities Experience†event in two first-tier cities, Guangzhou Tianhe and Beijing Wangfujing. At the same time, the two scenes set up an outdoor experience machine and giant football. The interactive activities include the ball game, FIFA football video tour, Bluetooth camera and other projects. The highlight is the core of the interaction: “Twin City Shooting PKâ€, the audience can LEDs to play football, Guangzhou and Beijing to interact with each other, this form breaks through the interaction between consumers and the screen, making digital outdoor a big step forward.
The media should match 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 LED big screen, advertisers can use money to buy a bigger screen, is 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.
in conclusion
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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