In the era of big data, opportunities and challenges of outdoor LED advertising media

Technology is changing with each passing day, and the development of the Internet has ushered in the era of big data.

Big data is ubiquitous in all fields of society and can be "added" to 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?

Big Data + Outdoor Advertising Industry

The latest data from CTR Media Intelligence shows that in the first three quarters of 2015, China’s traditional advertising market (TV, radio, newspapers, magazines, traditional outdoor) declined by an astonishing 7.3%. Outdoor advertising remained strong, maintaining a growth of 0.6%, but the advertising area decreased by 6.5%.

Although outdoor advertising only grew by 0.6%, considering the acceleration of urbanization in China, 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 scale 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 displays, a series of negative problems have also followed, such as light pollution, noise pollution, city image problems, etc. Due to the emergence of these problems, the approval of outdoor large screen installations has become more and more cumbersome, and the management of outdoor advertising has become more stringent. In November this year, Shenzhen took the lead in officially publicizing the "Shenzhen Special Plan for Outdoor LED Display Settings", 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 problem of outdoor LED display screens? There is still a huge question mark here.

In addition, in the era of traditional outdoor media, the issues that advertisers are most concerned about, such as "who is the advertising audience and where are the target users," are often not solved. It is often difficult for outdoor media to use scientific testing data to support and explain whether the customer's investment and output in outdoor advertising are 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.

All these issues, whether it is outdoor advertising management or scientific and digital evaluation, require the help of big data. Only relying on big data can the outdoor advertising industry usher in new development opportunities.

In the era of big data, outdoor advertising welcomes new opportunities for development

With the development of LED display technology, the application of somatosensory smart devices that integrates somatosensory technology, 3D technology and AR technology has emerged. By equipped with cameras, combined with somatosensory technology, 3D technology and AR technology, numerous jointly controlled outdoor LED displays can quickly generate a detailed data report, and use relevant algorithms to help advertisers place ads to the most suitable consumers.

It is understood that the latest technology can analyze when and where people saw advertisements on billboards, and can also identify the age, gender, etc. of the audience, allowing advertisers to know where every penny of advertising money is spent and whether it has the desired effect.

In November 2015, the "MODS Outdoor Value System" released by New Vision Media is based on operator big data (the data source of MODS comes from the usage data of more than 30 million active mobile phone users within and outside Guangdong Province of China Unicom). Key data for judging media value can be extracted through big data, including the number of people covered by the media, frequency of catalysts, audience composition, average length of stay, and cost per thousand people.

MODS can not only solve the many confusions of advertisers about outdoor media, but also solve the market pain points of outdoor media operators, such as how operators can increase the attention of outdoor media, how to set reasonable advertising prices for outdoor media, how to solve advertisers' concerns about insufficient exposure, and how to innovate the playback format of outdoor video media, etc.

Therefore, big data can greatly help outdoor advertising to achieve reasonable layout and precise delivery, maximizing the effectiveness of existing advertising resources. This avoids blind advertising, which not only wastes advertising resources, but also brings a series of adverse effects such as light pollution to the city.

Li Xin, executive general manager of the marketing department of New Vision Media, believes that the arrival of big data means a new stage in the development of outdoor media. During this process, there will be reshuffle and integration in the field of outdoor media. Media resources are not concentrated on the basis of ownership, but more scattered media in the hands of different operators are revitalized in the same large database.

Liang Zhiyong, General Manager of the Marketing Department of Phoenix Metropolis Media, believes that the biggest opportunity for further development of LED media in the era of big data is: "Combined with big data, LED media will be able to connect and connect with other digital media that are also characterized by "0 and 1", thereby deeply exploring the higher value of LED media in customers' all-media integrated communication."

Seizing opportunities requires meeting challenges

Opportunities are always accompanied by challenges. Liang Zhiyong believes that the challenges are mainly reflected in two aspects:

On the one hand, from the current point of view, the data we can obtain, whether it is mobile Internet big data represented by BAT, mobile phone big data represented by the three major operators, or outdoor scene big data represented by commercial WIFI operators, are all Internet media data, and the scenarios are too single. What we lack is precisely the "OOH traffic" data with outdoor characteristics, that is, the data of diverse scenarios where the audience lives, such as work, life, consumption, self-driving, etc. We are still unable to grasp the audience's behavior and psychological state when facing our LED media in these scenes.

On the other hand, we are facing new conceptual changes brought by big data. If the advent of the big data era is regarded as a watershed, then before the big data era, the biggest characteristics of outdoor advertising sales can be summed up in six words: "sell location and tell stories." Whether there is a good location and whether you can tell stories determines the price of advertising. For customers, if they feel good, then "all will be well". Nowadays, in the era of big data, outdoor media sales have entered a "rational age" from a "perceptual age". The transition from the previous perceptual sales to the rational sales that can quantify the effect through big data is a conceptual challenge for the sales of outdoor advertising.

Li Xin believes that challenges outweigh opportunities. The challenge lies in: "Compared with outdoor media, big data lags behind. Big data is often associated with advertising sales and pays attention to timely transformation. Outdoor media is scene media and emphasizes publicity. It It will weaken the sales effect. "

In the era of big data, General Secretary Xi Jinping emphasized: "Opportunities are fleeting, and seizing them is an opportunity. Failure to seize them is a challenge."

Outdoor advertising embraces big data. Outline a beautiful blueprint

The era of big data embraces big data, and the "Thirteenth Five-Year Plan" planning recommendations have sounded the clarion call to march towards big data. In the era of big data, the 1.0 era of outdoor advertising, which was based solely on experience in the past, is expected to end. Outdoor advertising will truly start the 2.0 era of accurate advertising based on big data. Another spring of outdoor advertising is coming.

With many advantages, LED display screens will have great potential in the outdoor advertising 2.0 era. We look forward to taking advantage of big data to spread the concept of a better life to a wider audience.

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