Outdoor LED electronic screen media is the development trend of the advertising industry in the 21st century. It is an indoor and outdoor advertising display device with audio and video functions. It is an internationally leading high-tech product. With the continuous development of the urban construction process, outdoor LED display screens are being used more and more as a new media advertising carrier. Outdoor LED displays can indeed bring a certain improvement to the image of the city, and the forms of advertising are also flexible and diverse. However, it is undeniable that accurate assessment has become a bottleneck for the rapid growth and development of outdoor media in the era of big data. How to learn to speak with data and prove the value of outdoor media with numbers has become a core challenge in the digital age.
How should outdoor LED displays advance in the era of big data?
The precision of outdoor advertising in the era of "big data"
In the traditional outdoor media era, the geographical location with high traffic is for outdoor media to achieve the core media value of high reach and high coverage. Advertisers are concerned about issues such as "who are the advertising audience and where are the target users". In the past, outdoor advertising was determined based on the flow of people. It is difficult to use scientific test data to support and explain whether the customer's investment and output in outdoor advertising is reasonable. .
With the advent of the era of big data, LED display technology can quickly generate a detailed data report through a camera, combined with somatosensory technology, 3D technology, and AR technology, and use related algorithms to help advertisers deliver advertisements to suitable consumers. By.
Outdoor led display
The latest technology can analyze when and where people saw the advertisement on the billboard, and can also identify the age and gender of the audience, so that advertisers can know exactly where every penny of advertising is spent. Did not have the desired effect.
In November 2015, the "MODS Outdoor Value System" released by New Horizon Media is based on big data from operators (the data source of MODS comes from the usage data of more than 30 million active mobile phone users inside and outside China Unicom Guangdong Province), which can be extracted through big data including media coverage Key data such as the number of people, the frequency of catalysts, the composition of the audience, the length of stay per capita, and the cost per thousand people are key data to judge the value of the media.
Therefore, big data has enabled the media communication industry to shift from media-based to audience-based, greatly helping outdoor advertising to achieve reasonable layout and accurate placement, and to maximize the effectiveness of existing advertising resources. So as to avoid blind placement, while wasting advertising resources, it also brings a series of adverse effects such as light pollution to the city.
Liang Zhiyong, general manager of the Phoenix City Media Marketing Department, believes: "Combined with big data, LED media will be able to connect and connect with digital media that also features "0 and 1", so as to dig deeper into the integration and communication of LED media in the customer's omni-media. Higher value."
Outdoor led display
Create a "new ecology" for outdoor LED media
From the perspective of new development trends in the industry, as mobile operators and IT companies open up their user data for commercial use, the application of outdoor big data has moved from concept to reality. For example, in October last year, Google tried to use DoubleClick technology in outdoor advertising. It used past real-time information, such as audience, weather, travel information, sports and other factors, to automatically determine which ads to place; at the same time, JCDecaux announced 2016 In the year, data from IT companies and Route will be used to support customers when they put 1,000 digital screens in London; the US mobile operator AT&T recently launched a big data service for outdoor advertisers.
In addition to the accuracy of delivery and reception, outdoor LED media also needs to consider how to let the audience accept the content and induce purchasing power, rather than let the audience simply see the information.
According to data from CCS (Consumer Outdoor Behavior Research Survey) and CODC (Zhongtian Monitoring), outdoor media has become a form of media with high coverage due to its wide coverage, real-time experience, manufacturing scenarios and topics.
Today, the Internet has surpassed traditional TV to become the second dissemination platform. All content will become digital content. In the future, the combination of "digital + outdoor scenes" will become a dissemination combination.
In other words, in the era of consumption upgrades, outdoor media has begun to become a very important platform for consumers to enjoy real products or brand experiences in the real world. To make outdoor media a consumer experience platform, three essential elements are needed: media digitization, technology interaction, creative scenes, and the use of large LED screens and small mobile phone screens to increase AR and VR technologies to enhance interaction and intensify consumption Experience.
Alliance mobile phone to strengthen LED display interaction
With the rapid growth of the mobile Internet, various interactive experience technologies continue to change, and social platforms and consumer self-propagation have a strong support for brand word-of-mouth marketing and the outbreak of phenomenon-level events, outdoor LED media has a new round of growth opportunities. The natural connection between the outdoor LED display and the mobile terminal mobile phone makes it a gold mine for offline traffic to divert to the online platform, forming a new traffic entrance, and giving it a richer role in the overall marketing ecosystem.
In addition to the natural high consumer reach and high penetration rate of outdoor LED displays, which can bring high visibility to advertisers, the unique scene advantages of outdoor LED displays make it begin to divert online and consumer experience. Perform extensions. Outdoor media can effectively divert offline to online by grafting with new technologies such as QR code, NFC (Near Field Communication) and iBeacon.
In addition, the outdoor LED display is connected with the mobile phone APP through the combination of electronic fence technology and LBS big data, and the accurate scene reach is effectively carried out through the form of push advertisements, and the big data platform based on geographic location information is combined with digital media. Precise delivery will reach the end audience again.
Data shows that through the combination of outdoor media and mobile phone advertisements, consumers are more likely to accept more relevant advertisements on the mobile terminal and generate subsequent interactions. It is undeniable that outdoor media has unique advantages for Internet products that require high conversion rates. This is not only because different outdoor media have rich and natural offline traffic opportunities in different scenarios, but also because of their High efficiency of diversion conversion rate.
Integration of VR to promote "scenarioization"
With the advent of the advertising 3.0 era, outdoor LEDs used to focus on space, turning to the "space + time + people" scene, incorporating consumer characteristics into it. This requires enhanced display technology, and advertisers’ products and brands will not only form a good interaction with consumers through large screens, but also become a gathering place for scene marketing.
At present, many companies have launched 3D, naked eye 3D LED display products. In order to further satisfy consumers' experiential needs, some LED display companies have also tried to carry AR/VR technology. At the 2015 Shanghai International LED Exhibition, [Bobangcheng Optoelectronics] has successfully used AR augmented reality technology to add real people in virtual scenes, and the large LED screen realizes the interaction between virtual scenes and real people. The audience in front of the camera is automatically pulled into the display screen to interact with the virtual scene on the screen, increasing the commercial value of the advertisement.
In the future, consumers will not only need products, but a real information interaction platform that integrates front-end equipment and screens. LED display manufacturers need to gradually realize the role transition from manufacturer and R&D provider to service-oriented solution provider, and integrate more user needs into the overall plan.
