Nowadays, LED large screens are becoming more and more widespread, and their functions are becoming more and more powerful. Outdoor LED display is one of the types of outdoor advertising. With the improvement of urban construction level, more and more cities are abandoning traditional advertising carriers and switching to LED display. LED display screens occupy an important position in society. They can not only play advertisements, but also spread public welfare and insert missing person notices. Fuzhou even uses LED screens to collect debts, thus realizing the gorgeous transformation of outdoor LED displays from purely commercial to social welfare properties.
The contradiction between the rapidly improving urban diversified landscape and low-quality outdoor advertising has become a "stumbling block" in the development of outdoor display screens. The single function of playing purely commercial advertisements has also led to strong resistance among the audience. Facing the development trends and problems under the new situation, outdoor LED media operating companies should effectively avoid the single advertising function and commercial attributes of the display screen in the future development path, and should realize the transformation from a commercial role to a comprehensive social benefit role and become a public carrier for the audience to obtain social information. At the same time, outdoor LED display manufacturers also need to carry out technological innovation, such as ensuring that products used in the field of outdoor advertising have automatic brightness adjustment systems and multi-level grayscale correction technology to reduce the negative impact of light pollution on outdoor LED displays from the technical source.
First of all, outdoor display manufacturers must make their products better integrated into the urban environment. After determining the location, the overall design should be carried out based on the comprehensive conditions such as its regional characteristics, surrounding environment impression, and attached carrier characteristics, so that the outdoor display screen becomes an integral part of the landscape and reduces the problems that arise due to the installation of outdoor display screens at multiple levels such as city approval, planning, management, and operation.
Secondly, combined with the different characteristics of the audiences in each region, outdoor LED media operators should also appropriately add social information that is close to the people and convenient for the people in the broadcast content, so that the outdoor display screen is not only a simple advertising carrier, but also a good platform for the audience to obtain information and participate in social interaction.
Thirdly, in line with the current development trend of "Internet +", enterprises should focus on the large number of outdoor display points and wide distribution characteristics, step up the establishment of integrated networks, associate with the Internet, mobile Internet, and big data to achieve network simulcast, real-time information sharing, and achieve the dissemination effect of rapid information transmission. In light of the new situation, display screen manufacturing companies must also be market-oriented, explore the new attributes of outdoor LED displays under the requirements of the new era, and produce outdoor products that adapt to market changes and needs, and are in line with urban development and management, so as to become standard information products acceptable to the public, not just an advertising terminal.
At present, Beijing, Shanghai, Guangzhou, Shenzhen and other first-tier cities are strictly regulating the outdoor led display advertising market. The approval of outdoor led displays will become more and more stringent. The setting location will shift from the previous "everywhere blooming" type to the "land-splitting" type (purely commercial area), and such a change will have a certain impact on the development of outdoor displays. However, as mentioned above, while emphasizing commerciality, led displays also strengthen the attributes of broadcasting social welfare and people-friendly information, which can reduce their time flow for the approval of outdoor displays to a certain extent, and will also be more popular in the outdoor display field with its irreplaceable advantages.
As early as 2014, in order to actively respond to the strategic deployment of Guangdong Province to build a strong culture, Southern Newspaper Media Group jointly with Guangxin Holding Group, Yuexiu Group and other units to create an outdoor new media project with public welfare characteristics - "Southern Newspaper led Network", which aims to form a led network that focuses on Guangzhou and Shenzhen and covers 21 city-level central business districts and traffic circles in Guangdong Province, and has taken the lead in forming a "public welfare information + news information + advertising information" led media communication model throughout the country. The broadcast mode of outdoor led display pure commercial advertising information has been broken.
In
small and medium-sized cities across the country, public service announcements such as "Talking about the Tree of Civilization and the New Wind" and publicity slogans such as cultivating and practicing the core values of socialism are widely promoted by means of led displays outside the user, which not only improves the awareness rate of the public and helps curb the occurrence of uncivilized behaviors in the city, but also creates a good new urban fashion and builds a beautiful landscape for urban construction.
In foreign countries, there are also many cases of using outdoor led displays to carry out public welfare and participate in social construction:
United States: Many outdoor led display operators in the United States also work with relevant governments and public welfare agencies to play an important role in participating in social events and protecting the public. In November 2012, during Hurricane Sandy in the United States, the Federal Management Agency (FEMA) used digital screens to broadcast emergency weather warnings in ten states. Each update, from production to playback, took less than 15 minutes. In April 2013, after the Boston Marathon bombing in the United States, local and national security departments began to use outdoor led displays to warn and inform the public. Police posted a picture of the suspect on the screen and warned the public to stay indoors during the city-wide chase.
United Kingdom: In order to call on the public to contribute to African women's entrepreneurship, the British public welfare organization Microloan held a special outdoor donation event using outdoor led screens: the public welfare organization Microloan displayed a picture of an African woman composed of a piece of coins on an outdoor led screen. When passersby pass by the large screen and send a text message to make a donation, some coins will float in the screen, piece together the otherwise incomplete image of women, so as to achieve the purpose of donation.
Thailand: In order to raise public awareness of child protection and effectively protect children from unlawful abuse, the Child Protection Agency (CPCR) teamed up with Leo Burnett to create and place a series of outdoor public service announcements for "CHILDABUSE" on outdoor led displays and outdoor big names in various centers in Bangkok, and attached a report phone number to the advertisement. With the launch of the campaign, CPCR received more than 300 phone calls per day. At present, such an approach has become the most effective prevention measure, and the prevention of child sexual abuse has been effectively improved.
ANNA