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The interactive marketing promotes the new development of outdoor LED display
Outdoor LED display in the past two years, the development trend is good, especially the outdoor advertising market demand continues to increase, LED outdoor display is popular, mainly due to the advantages of LED outdoor display, but at the same tim
Outdoor LED display in the past two years, the development trend is good, especially the outdoor advertising market demand continues to increase, LED outdoor display is popular, mainly due to the advantages of LED outdoor display, but at the same time light pollution problems LED outdoor display development has a lot of influence. Fortunately, it is not disguised, led by interactive marketing, LED outdoor display is still continuing to develop with its unique advantages.
Outdoor LED display advantage analysis
Outdoor LED display advertising has more prominent features and advantages than other media advertising. The increasingly advanced LED technology provides an opportunity for outdoor advertising to enter the LED era. In the future, the intelligent LED display will lead the audience from a far-reaching perspective to intuitive interaction, and truly narrow the distance between the media and the audience. From the actual use point of view, outdoor LED display has the following advantages:
Strong visual impact - Large-scale, dynamic, and LED-article advertisements can mobilize audience senses in an all-round way and effectively convey information to guide consumption. In the face of overwhelming advertisements, the limitedness of the audience's memory space and the infinity of information dissemination have gradually turned attention into a scarce resource. Therefore, the attention economy has become the largest size to test the advertising effect.
Wide coverage - Outdoor LED displays are generally installed in high-end commercial areas and densely populated transportation hub areas. Through high-frequency communication with consumers, consumers' strong desire to purchase is stimulated.
Long lead time - Outdoor LED advertising can be played 24 hours a day, and the message is delivered around the clock. This feature makes it easier for the audience to see, can better guide the potential customer population, so that businesses can achieve better publicity results with less cost.
Audience has a low rate of antipathy—Outdoor LED advertising can use real-time technology to broadcast programs to more audiences in a real and timely manner. Including special topics, columns, variety shows, animations, radio dramas, TV dramas, etc., with rich content, avoiding contact barriers caused by the conscious and active avoidance of advertising audiences. Research shows that the dislike rate of outdoor LED display advertising is much lower than that of TV advertisements.
Promote the Grades of the City—The government agencies use LED advertising to publish some government information and city videos, which can beautify the city’s image and improve the city’s grade and taste. LED displays are now widely used in stadiums, venue centers, advertising, transportation, etc. It reflects the economic, cultural and social life of a city.
LED display light pollution problems, affect the development?
With the large-scale use of LED screens, reports of light pollution from LED display screens in China have been reported frequently in recent years. In some cities, residents near large LED display screens even made it difficult to sleep at night, and some residents had to resort to measures such as installing double curtains. Based on the problem of LED screen light pollution seriously affecting residents' normal lives, relevant restrictions have recently been introduced throughout the country.
On June 17th, 2013, Shanghai's mandatory local standard “Maximum Visible Brightness Limit and Measurement Method for LED Display in Public Places” was officially released. The maximum visual brightness limit and use area for LED displays The specific areas such as the display area were made.
In the same period, the "Draft Revision of Shenzhen Outdoor Advertisement Management Regulations" was promulgated, highlighting the quality-oriented, low-carbon and green-oriented, convenient-to-service and public-benefit orientations, and related regulations for remediation of light pollution in LED electronic displays. The “Guangzhou Outdoor Advertising and Signboard Installation Management Measures (Revised)” clearly banned the opening of LED billboards from 22:30 to 7:30 of the next day; it must not be set in a direction perpendicular to the direction of the road and the direction of arrival; National offices, schools, residences, places of interest and other places to set up outdoor advertising and signboards.
Based on the principle of imaging, the high brightness characteristics of LED screens are born. This has helped boost the industry's “overlord” in the field of outdoor advertising, but it has also caused some related social issues. To this end, on the one hand, government-related policies have been accelerating and detailed regulations have been made on the time, location, and brightness of outdoor LED screens. On the other hand, LED screen manufacturers have also begun to pay more attention to technical solutions.
The commonly used solutions such as the automatic brightness adjustment system can reduce light pollution by reducing the brightness at night; multi-level gray correction technology makes the colors softer and more comfortable to see; reasonable selection of the installation position makes setting easier Publicly accepted content, etc.
Interactive Marketing Drives New Development of LED Outdoor Display
Although the LED display has some degree of light pollution, its comprehensive advantages are more advantageous than traditional outdoor advertising models such as neon light boxes, and it is still the darling of outdoor advertising. In the digital age, intelligence and interaction have become core keywords that dominate people's lives. In 2015, the focus of outdoor digital signage industry will be more focused on interactive marketing, which will lead LED outdoor signage to a new level.
Wireless data. The same type of network connection as smart phones will effectively simplify the programming of LED signs and information centers and can be performed at any location. Wireless data will give outdoor digital displays a high-speed, secure network connection that is as simple as a smartphone or tablet.
Smaller pixel pitch. In 2015, the pixel pitch of outdoor digital LED display will be further reduced, which means higher display resolution and better dynamic display effect.
Content is more personalized. With the development of technology, it is easier to understand the target consumer's statistical data in order to better provide targeted content, and LED display content programming options will become more personalized. The future content will be more targeted, and more dynamic factors can be associated, such as weather conditions, inventory fluctuations, scheduled plans, and so on.
Fast response capability. Outdoor LED signage is the ideal medium for dynamic content. For businesses, offering customers what they want is faster than the competition is a very significant advantage. It's like a parking lot staff, who need to provide faster service to consumers.
The charm of interactive marketing. Similar marketing has become the DNA of LED signage, and interactive marketing will take it to a new height. Outdoor digital signage can achieve a combination of interactivity and proximity through visible and dynamic content. Companies can be used to promote coupons and promotions. Combining digital signage with similar marketing tools, providing exclusive content for consumers' mobile phones within a short period of time simplifies the consumer participation process and avoids unnecessary postal charges.
Based on locus marketing. Outdoor digital signage is the ideal means for location-based advertising. IBM research shows that 72% of consumers respond to interactive messages if they can see the relevant retail locations.
The development of technology-driven era, compared to traditional marketing, interactive marketing is closer to the actual needs of customers and daily life, so that science and technology services to society in an unprecedented way.
