In recent years, the domestic outdoor LED display advertising market has grown rapidly year by year, and the competition is becoming more and more cruel. As naked-eye 3D, small pitch and other technologies continue to mature, outdoor LED display visual performance is more diverse. At the same time, the emergence of new technologies has also caused earth-shaking changes in the outdoor LED media market.
Today, outdoor LED media spreads from a single source to the participation and interaction of the audience. How to combine LED display with WiFi network, WeChat and mobile APP to create a new media form of “screen interaction†and “person-to-content interaction†will become the focus of LED display enterprise and media research.
"Big Data" era, outdoor advertising accuracyIn the era of traditional outdoor media, the geographical location with large traffic volume is the core media value of outdoor media to achieve high reach and high coverage. Advertisers are most concerned about "who is the audience and where the target users are." In the past, it was based on the flow of people to determine the outdoor advertising. It is difficult to use scientific test data to support and explain whether the customer's outdoor advertising investment and output are reasonable.
With the advent of the era of big data, LED display technology can be combined with somatosensory technology, 3D technology and AR technology to quickly generate a detailed data report, and help advertisers to deliver ads to the most suitable through relevant algorithms. consumer.
The latest technology can analyze when and where people see advertisements on billboards, and also identify the age, gender, etc. of the audience, so that advertisers can clearly understand where the advertising fees for each penny are spent. Did not play its due effect.
In November 2015, the “MODS Outdoor Value System†released by New Vision Media was based on the operator's big data (the data source of MODS comes from the usage data of more than 30 million active mobile phone users inside and outside Guangdong Province), which can be extracted through big data including media coverage. Key figures for determining the value of the media, such as the number of people, the frequency of the catalyst, the composition of the audience, the length of time spent per person, and the cost of thousands of people.
Therefore, big data has enabled the media communication industry to start to change from the media standard to the audience standard, greatly helping outdoor advertising to achieve reasonable layout and accurate delivery, and to maximize the effectiveness of existing advertising resources. Thereby avoiding blind delivery, while wasting advertising resources, it also brings a series of adverse effects such as light pollution to the city.
Liang Zhiyong, general manager of Phoenix Metro Media Market Department, said: "In combination with big data, LED media will be able to connect and open digital media with the same characteristics of "0 and 1", thus deepening the integration of LED media in customer media integration. Higher value."
Create an outdoor LED media "new ecology"It is undeniable that accurate evaluation has become the bottleneck for the rapid growth and development of outdoor media in the era of big data. How to learn to use data to speak and use digital to prove the value of outdoor media has become a core challenge in the digital age.
From the latest development trends of the industry, as mobile operators and IT companies open their commercial data, the application of outdoor big data has moved from concept to reality. For example, Google tried to use Double Click technology in outdoor advertising in October last year to automatically decide what ads to place through past real-time information such as viewers, weather, travel information, sports, etc. At the same time, JCDecaux announced In 2016, IT and Route data will be used to support data for customers to deliver their 1000 digital screens in London; recently US mobile operator AT&T launched big data services for outdoor advertisers.
In addition to delivery-receiving precision, outdoor LED media also need to consider how to get the audience to accept content, 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 the most popular form of media with its wide coverage, real-time experience, manufacturing scenarios and topics.
Nowadays, the Internet has surpassed traditional TV to become the second communication platform, and all content will become digital content. The combination of “digital + outdoor scene†in the future will become the best communication combination.
In other words, in the era of consumption upgrades, outdoor media has become a very important platform for consumers to enjoy real products or brand experiences in the real world. To make outdoor media a platform for consumer experience, three essential elements are needed: media digitization, technology interaction, and creative scenes. Through LED big screen and mobile phone small screen linkage, increase AR and VR technology, enhance interaction and strengthen consumption. Experience.
Alliance mobile phone, enhanced LED display interactionWith the rapid growth of mobile Internet, the continuous change of various interactive experience technologies, and the strong support of social platforms and consumers' self-propagation for brand word-of-mouth marketing and phenomena-level incidents, 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 become the offline flow gold mine to guide the online platform, forming a new traffic entrance, and also gives it a richer role in the overall marketing ecosystem.
In addition to the high-touch and high-permeability characteristics of the outdoor LED display, which can bring high visibility to advertisers, the unique advantages of outdoor LED display make it begin to guide the online and consumer experience. Extend. Outdoor media is grafted with new technologies such as QR code, NFC (Near Field Communication) and iBeacon, which can play a good role in guiding the line to the line.
In addition, the outdoor LED display is connected with the mobile phone APP through the combination of the electronic fence technology and the LBS big data, and the accurate scene touch is effectively realized by pushing the advertisement form, and the big data platform based on the geographical location information is combined with the digital media. Accurate delivery reaches the terminal audience again.
The data shows that through the combination of outdoor media and mobile mobile advertising, consumers are more likely to accept highly relevant ads on the mobile side and generate subsequent interactions. It is undeniable that outdoor media has a unique advantage for Internet products that require high conversion rates, not only because different outdoor media have rich and natural offline traffic opportunities in different scenarios, but also because they are online. The efficiency of the conductivity conversion.
Converging VR to promote "scenarioization"With the advent of the era of advertising 3.0, in the past, outdoor LEDs focused on space, turning to the "space + time + people" scene, incorporating consumer features into it. This requires enhanced display technology, advertisers' products and brands, not only will form a good interaction with consumers through the big screen, and thus become a gathering place for scene marketing.
At present, many companies have launched 3D, naked-eye 3D LED display products. In order to further meet the consumer's experience of demand, some LED display companies have also tried to research AR/VR technology. At the 2015 Shanghai International LED Exhibition, Qipu Optoelectronics has successfully applied AR augmented reality technology to add real people to the virtual scene. The LED large screen realizes the interaction between virtual scenes and real people. The viewer in front of the camera automatically pulls into the display to interact with the virtual scene in the screen, increasing the commercial value of the advertisement.
This year, in the VR boom, LED display companies represented by Eliad are just around the corner. Liard's wholly-owned subsidiary, Beijing Liede Investment Co., Ltd. and Qingdao Heijing Information Technology Co., Ltd., have set up Beijing Black Crystal Technology Co., Ltd. to strengthen the research and development, business development and application of virtual reality products.
Subsequently, Liard and Chuan Dazhisheng signed the "virtual reality technology innovation and application" strategic cooperation agreement, and plans to jointly research and integrate LED small-pitch display technology and VR technology; research and development of theater-level "high-definition stereo LED display "Related technologies; investment in construction and operation of the "Virtual Reality Science Experience Hall". At the same time, Ai Biesen and Lianjian Optoelectronics also said that they will pay close attention to the development of this field.
In the future, consumers need more than just products, but a truly information-based interactive platform that integrates front-end devices with screens. LED display manufacturers need to gradually realize the transition from manufacturers and developers to service-oriented solution providers, and more will integrate user requirements into the overall solution.
Installation Accessory,Encoder Sensor With Coupling,Encoder Sensor Wheel,Sensor Encoder
Yuheng Optics Co., Ltd.(Changchun) , https://www.yhencoder.com