Now display advertising system, especially in some more developed city, LED display
, outdoor advertising has occupied the absolute dominance of the big picture is easy to leave deep impression to us.
We all know why LED display cost is higher, also in the outdoor advertising big popular?
The main reason is that can bring more value to the customer.
Outdoor LED display media with its trend of development of high-definition digital became the new media is a force to be reckoned with.
It is more than an extension of the traditional outdoor media and TV media, social media, such as weibo, LBS positioning and mobile terminals, build up a communication with the consumer interaction and three-dimensional space, at the same time gives the possibility of more creative, also shaped the media are its core value.
At the end of 2013, a study of 16 major cities in the outdoor LED display of the audience is the audience investigation, understanding the audience by means of fixed point to intercept the contact condition and cognition and evaluation of LED display, but also by experts and audience deep to visit, to understand contact experience and the unique value of LED display, from the results of the survey, can draw the following conclusions.
1, the core business circle, casting position most unique outdoor LED display media space value construction in the core city landmarks, center business circle, the traffic trunk road, and other places where traffic was populated with functional.
With the popularity of the urbanization process and the family car, these places have become mainstream in cities, catering business and leisure travelers indispensable important place such as shopping, work out, because of its scarcity, features such as the core, has also become the marketing value and quality of media forms.
2, high arrival rate and the effective cover large audience of LED display screen area, has a smart, strong visual impact, perspective is wide, such traits as glamorous and color with good visibility and super clear images, combined with the unique advantage of space, make the LED display media to attract the attention of the urban population.
Survey found that the outdoor LED display media average rate is 61.
8%, the average weekly business circle to frequency is 3.
Eight, the monthly average arrival rate was 79.
3%, 30% of the audience is active on the outdoor LED display media, audience, on average, a single stop looking for 15.
LED display has a relatively stable, repeated contact with the audience, which is beneficial to the LED display screen media of information transfer and understanding.
3, audience recognition, boost advertising effectiveness study found, outdoor LED display can effectively improve the audience's perception of the brand and attitude, in view of the outdoor media, people tend to think the ads brand on the outdoor LED display is a strength of the big brands as well as the industry's leading brand, etc.
At the same time LED display advertising to promote the impression of the brand and product is very helpful, 76.
1% of the audience is affirmed the outdoor LED display advertising impression of the brand and product promotion effect is larger.
Product advertising propaganda and the formation of the good brand image, for consumers to purchase is going to be a very important role.
After contact with outdoor LED display advertising, audience behavior affected by advertising, follow-up behavior intention, among them, nearly 20% will take the initiative to search online information, 6.
7% will directly into the shop, consultation, 24.
7% will try to buy the product, there are 37.
3% will be passed to another person or active discussion related products information, secondary spread.
4, audience, high-end marketing value found obviously, outdoor LED display media to the main body has the characteristics of young, highly educated and high income, often contact 21 - in the audience
The proportion of 45 to 80.
The proportion of 2%, college degree or above in 65.
9%, the proportion of mid-level managers is 34.
8%, they have stable and high income, spending power is strong.
In recent years, LED outdoor media operators constantly emerging, but at the same time we also see that the outdoor LED display media operator level the good and bad are intermingled, and in order to maintain the day-to-day running of the media, regardless of the quality and content, advertising media image have a negative impact;
Therefore, in order to further realize the difference of the media and the healthy development of the industry, to establish a good brand image, media and long-term sustainable development and constant innovation is crucial, through deep visit experts also confirmed this view: constant innovation and enhance the quality of the media is very important, some outdoor media has launched screen interaction and qr code scanning, etc. New technology, to attract consumers involved in the process of brand communication, so as to promote the integration of media advertising value.
LED display for outdoor advertising advantage is obvious, not only show good effect and energy conservation, environmental protection, although there is a light pollution, well managed, but as long as the light pollution will be greatly weakened.
So most of the well-known manufacturers are actively expand in the field of outdoor LED display, especially on outdoor small spacing vigorously development, the future LED display to display necessarily better, both indoor and outdoor.
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