Survey: LED outdoor screen has four advantages and good prospects
Nowadays, display advertising has become a wind, especially in some more developed cities, LED display outdoor advertising has occupied an absolute dominance, and the huge picture is easy to impress us. We all know that the cost of LED display is high, why is it still popular in outdoor advertising? The main reason is to bring more value to users.
With the development trend of high-definition digitalization, outdoor LED display media has become a force that cannot be ignored by new media. It is not only an extension of traditional outdoor media and TV media, but also combines social media and mobile terminals such as Weibo and LBS positioning to create a three-dimensional space for interaction and communication with consumers, while giving more creative possibilities. Shaped the core media value of its own.
With the development trend of high-definition digitalization, outdoor LED display media has become a force that cannot be ignored by new media. It is not only an extension of traditional outdoor media and TV media, but also combines social media and mobile terminals such as Weibo and LBS positioning to create a three-dimensional space for interaction and communication with consumers, while giving more creative possibilities. Shaped the core media value of its own.
At the end of 2013, an audience of outdoor LED displays for 16 major cities conducted an audience survey to understand the audience's exposure to LED displays and their perceptions and evaluations through fixed-point interception, as well as through experts and audiences. Interview, to understand the contact experience and unique value of LED display, from the results of this survey, we can draw the following conclusions.
1, the core business district, casting a unique space value <br> <br> outdoor LED display media construction location at the heart of most of the city's landmark, central business district, main roads, as well as other high traffic-intensive sites have functionality. With the urbanization process and the popularity of family cars, these places have become an indispensable and important place for the mainstream people in the city to engage in business and leisure, catering and shopping, and work out. Because of their scarcity and core characteristics, they have become marketing value and Quality media form.
2, the arrival rate is high, effectively covering the audience's LED display screen area is large, with eye-catching, visual impact, wide range of angles of view and color dazzling and other characteristics, with good line of sight and ultra-clear picture, combined with unique space advantages, making The LED display media attracts the attention of the urban crowd.
The survey found that the average weekly LED board media arrival rate is 61.8%, the average weekly business circle arrival frequency is 3.8 times, the monthly average arrival rate is 79.3%, 30% of the audience actively pay attention to outdoor LED display media, the audience average The secondary gaze stayed at 15.1 seconds. LED display has a relatively stable and repeated contact audience, which is beneficial to the effective transmission and understanding of LED display media information.
3, audience recognition, boosting research into advertising effectiveness <br> <br> found, outdoor LED display can effectively enhance the audience brand awareness and attitudes for outdoor media, respondents were more inclined to think that the outdoor LED display The brand that plays the advertisement is a big brand with strength and a leading brand in various industries.
At the same time, LED display advertising is also very helpful to enhance the impression of brands and products. 76.1% of the audience confirmed that outdoor LED display advertising has a greater impact on brand and product impressions. The advertising efforts of the products and the resulting good brand image will play a decisive role in consumer purchases.
After contacting the outdoor LED display advertisement, the audience behavior is affected by the advertisement, and the subsequent behavior intention is generated. Among them, nearly 20% will actively search for relevant information on the Internet, 6.7% will directly enter the store consultation, 24.7% will try to purchase the product, and 37.3% will pass on or actively discuss relevant product information to form a second spread.
4, the high-end audience, significant marketing value <br> <br> survey found that people reach outdoor LED display media has a major characteristic of young, highly educated and high-income audience in regular contact with the proportion of 21-45-year-old It is 80.2%, the proportion of college education or above is 65.9%, and the proportion of middle- and high-level managers is 34.8%. They have stable and high income and strong consumption power.
In recent years, outdoor LED media operators have emerged, but at the same time, we have also seen that the level of outdoor LED display media operators is uneven, and in order to maintain the daily operation of the media, regardless of the quality and content of the ads, it has a negative impact on the media image; In order to further realize the differentiation of the media and the healthy development of the industry, it is essential to establish a good brand image of the media and focus on long-term sustainable development and continuous innovation. The experts also confirmed this view through continuous visits: continuous innovation and improvement. Media quality is very important. Some outdoor media have introduced new technologies such as human screen interaction and QR code scanning to attract consumers to participate in the process of brand communication, thereby enhancing the integration value of media advertising.
The advantages of outdoor advertising for LED display screens are obvious. It not only shows good results but also energy saving and environmental protection. Although there is light pollution, if it is properly managed, light pollution will be greatly weakened. Therefore, most of the well-known LED display manufacturers are actively expanding in the outdoor field, especially in the outdoor small-distance research and development, the future LED display will inevitably move toward the display screen, whether indoor or outdoor.
With the development trend of high-definition digitalization, outdoor LED display media has become a force that cannot be ignored by new media. It is not only an extension of traditional outdoor media and TV media, but also combines social media and mobile terminals such as Weibo and LBS positioning to create a three-dimensional space for interaction and communication with consumers, while giving more creative possibilities. Shaped the core media value of its own.
With the development trend of high-definition digitalization, outdoor LED display media has become a force that cannot be ignored by new media. It is not only an extension of traditional outdoor media and TV media, but also combines social media and mobile terminals such as Weibo and LBS positioning to create a three-dimensional space for interaction and communication with consumers, while giving more creative possibilities. Shaped the core media value of its own.
At the end of 2013, an audience of outdoor LED displays for 16 major cities conducted an audience survey to understand the audience's exposure to LED displays and their perceptions and evaluations through fixed-point interception, as well as through experts and audiences. Interview, to understand the contact experience and unique value of LED display, from the results of this survey, we can draw the following conclusions.
1, the core business district, casting a unique space value <br> <br> outdoor LED display media construction location at the heart of most of the city's landmark, central business district, main roads, as well as other high traffic-intensive sites have functionality. With the urbanization process and the popularity of family cars, these places have become an indispensable and important place for the mainstream people in the city to engage in business and leisure, catering and shopping, and work out. Because of their scarcity and core characteristics, they have become marketing value and Quality media form.
2, the arrival rate is high, effectively covering the audience's LED display screen area is large, with eye-catching, visual impact, wide range of angles of view and color dazzling and other characteristics, with good line of sight and ultra-clear picture, combined with unique space advantages, making The LED display media attracts the attention of the urban crowd.
The survey found that the average weekly LED board media arrival rate is 61.8%, the average weekly business circle arrival frequency is 3.8 times, the monthly average arrival rate is 79.3%, 30% of the audience actively pay attention to outdoor LED display media, the audience average The secondary gaze stayed at 15.1 seconds. LED display has a relatively stable and repeated contact audience, which is beneficial to the effective transmission and understanding of LED display media information.
3, audience recognition, boosting research into advertising effectiveness <br> <br> found, outdoor LED display can effectively enhance the audience brand awareness and attitudes for outdoor media, respondents were more inclined to think that the outdoor LED display The brand that plays the advertisement is a big brand with strength and a leading brand in various industries.
At the same time, LED display advertising is also very helpful to enhance the impression of brands and products. 76.1% of the audience confirmed that outdoor LED display advertising has a greater impact on brand and product impressions. The advertising efforts of the products and the resulting good brand image will play a decisive role in consumer purchases.
After contacting the outdoor LED display advertisement, the audience behavior is affected by the advertisement, and the subsequent behavior intention is generated. Among them, nearly 20% will actively search for relevant information on the Internet, 6.7% will directly enter the store consultation, 24.7% will try to purchase the product, and 37.3% will pass on or actively discuss relevant product information to form a second spread.
4, the high-end audience, significant marketing value <br> <br> survey found that people reach outdoor LED display media has a major characteristic of young, highly educated and high-income audience in regular contact with the proportion of 21-45-year-old It is 80.2%, the proportion of college education or above is 65.9%, and the proportion of middle- and high-level managers is 34.8%. They have stable and high income and strong consumption power.
In recent years, outdoor LED media operators have emerged, but at the same time, we have also seen that the level of outdoor LED display media operators is uneven, and in order to maintain the daily operation of the media, regardless of the quality and content of the ads, it has a negative impact on the media image; In order to further realize the differentiation of the media and the healthy development of the industry, it is essential to establish a good brand image of the media and focus on long-term sustainable development and continuous innovation. The experts also confirmed this view through continuous visits: continuous innovation and improvement. Media quality is very important. Some outdoor media have introduced new technologies such as human screen interaction and QR code scanning to attract consumers to participate in the process of brand communication, thereby enhancing the integration value of media advertising.
The advantages of outdoor advertising for LED display screens are obvious. It not only shows good results but also energy saving and environmental protection. Although there is light pollution, if it is properly managed, light pollution will be greatly weakened. Therefore, most of the well-known LED display manufacturers are actively expanding in the outdoor field, especially in the outdoor small-distance research and development, the future LED display will inevitably move toward the display screen, whether indoor or outdoor.
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