In China’s advertising market, the competition and contrast between old and new media has continued to become apparent in recent years, and the segmentation of the advertising market by emerging media has become an indisputable fact. Among these emerging media, outdoor LED large-screen media has become a force that cannot be ignored. Its digital and interactive development trends and media characteristics that emphasize expressiveness and technical capabilities have opened up a new space for the development of outdoor media.
According to the default understanding in the industry, outdoor LED large-screen media is defined as: large-size electronic display media with an area of more than 80 square meters located in core urban areas such as commercial centers, rail transit, terminals, and urban thoroughfares, using LED display technology. Corresponding to the booming development of outdoor LED large-screen media, advertisers are naturally beginning to become more and more interested in this media form and have higher and higher expectations. Therefore, they will particularly hope to clearly understand the value of this media. At the same time, when media capital continues to pour into this industry and hopes to obtain greater capital returns by investing in the development of this media, it will inevitably consider the value of this media and use it as an effective reference for its own investment intensity.
Compared with traditional big-name outdoor advertising, outdoor LED large-screen media breaks through the single function of traditional big-name static advertising carriers. It not only uses colorful, moving, and visually stunning images as the main form of advertising expression, but also plays an indispensable role in the dissemination of information on large-scale urban events, activities, emergencies, etc. At the same time, with the advancement of media technology, outdoor LED large-screen media has realized regional and even national online broadcasts, and can be combined with social media and mobile terminal applications such as Weibo, LBS geolocation, and face recognition. Outdoor LED large-screen media is developing in the direction of networking, digitalization, and information platformization. While bringing greater development space and innovative imagination space to itself, it has also shaped its own core media value.
The spatial value brought by high-quality location attributes As an outdoor media, space is an important attribute that cannot be ignored. High-quality geographical location in the city means high-quality marketing value. Most outdoor LED large-screen media are concentrated in the core areas of first-tier cities, which highlights the value of media space brought by location attributes. Because outdoor LED large screen media construction locations are mostly located in landmark buildings, central business districts, traffic arteries, and other functional places with dense traffic in core cities, such as subways, terminals, etc. With the acceleration of urbanization and the evolution of urban lifestyles, these places have become indispensable and important places for urban mainstream people to engage in business and leisure, dining and shopping, work outings, etc., and therefore have significant characteristics such as scarcity, exclusivity, and core.
According to relevant statistics from Analysys International's "China Outdoor Electronic Screen Advertising Market Research Report 2012", the major operators with the largest market share in the industry have more screens in first-tier cities than in second-tier and third-tier cities. Compared with second- and third-tier cities, the business districts of first-tier cities are more prosperous, the flow of people is huge, the media covers a large number of people, and the audience has stronger spending power, outdoor activities last longer, and the catalyst time for outdoor media is also longer. Compared with other outdoor media or traditional outdoor advertising brands, outdoor LED large-screen media can attract the active attention of a large number of outdoor people to the maximum extent due to its excellent display effect and shocking visual impact. Coupled with the space advantages mentioned above, outdoor LED large screen media forms the basis for good audience coverage.
ANNA