Big data is ubiquitous in all areas of society, and can be "added" with N industries to form "big data+". Considering the rapid development of China's outdoor advertising industry, especially the strong rise of digital new media represented by LED displays, can big data create a spark with the current "hot" digital new media outdoor advertising industry? ?
Outdoor led display advertising
Big data + outdoor advertising industry
According to new data from CTR Media Intelligence, in the first three quarters of 2015, China's traditional advertising market (TV, radio, newspapers, magazines, and traditional outdoor) slowed down by an astonishing 7.3%. The outdoor advertising remained strong, maintaining a growth of 0.6%, but the advertising area decreased by 6.5%.
Although outdoor advertising only increased by 0.6%, considering the acceleration of China's urbanization construction, this is still an incremental market that has not been fully developed. As one of the main carriers of outdoor advertising, led display screens will also benefit from the further expansion of the market and continue to maintain rapid growth.
In addition, the 6.5% reduction in outdoor advertising area is also an issue worthy of discussion and research. In recent years, with the rise of urban outdoor advertising led display screens, a series of negative problems have followed one after another, such as light pollution, noise pollution, and urban image problems. Due to the emergence of these problems, the approval of the installation of outdoor large screens has become more and more cumbersome, and the management of outdoor advertising has become more and more strict. In November of this year, Shenzhen took the lead in officially publicizing the "Special Plan for the Installation of Outdoor LED Displays in Shenzhen", which raised the management of outdoor LED displays to a new level. But will the newly introduced plan be able to solve the current chaotic installation of outdoor LED display screens? There is still a huge question mark here.
In addition, in the era of traditional outdoor media, the problem of "who is the advertising audience and where is the target user" that advertising cares about is often not resolved. It is often difficult for outdoor media to use scientific testing data to support and explain whether customers’ investment and output in outdoor advertising is reasonable. At present, digital new media represented by LED displays are developing faster and faster. We urgently need to find solutions to these problems to continue to promote the development of the outdoor advertising industry.
