Outdoor fixed led sign media meets the technology
Outdoor fixed led sign media meets the technology
Today, as many media seek to transform, outdoor fixed led sign advertising has evolved from a traditional form of text posters to a more creative and technologically interactive way. In the face of the impact of the Internet today, the trend of technology nesting and multimedia integration may make outdoor advertising a new vitality.
The bottleneck of traditional outdoor advertising
For a long time, outdoor advertising has been habitually neglected in the audience's impression, which depends to a large extent on the characteristics of traditional outdoor advertising itself.
Our common outdoor advertisements, such as body advertisements, elevator advertisements, stop sign advertisements, etc., often carry clear and clear product information in a very original form.
Compared with whether it is necessary to pay attention to the aesthetic experience, whether the audience can receive the product keyword in the first time is a more important function of outdoor advertising.
It is precisely because of this, people who mention outdoor advertising always associate with rough typesetting, eye-catching color matching, huge text and other associations that cannot attract interest.
Before the media market did not fully enter the era of segregation, outdoor advertising was widely welcomed by advertisers with its advantages of low cost and easy release. Compared to the form of advertising itself, the location and concentration of outdoor resources seems to determine the effectiveness of publicity.
With the standardization of urban construction, many outdoor resources in first- and second-tier cities have been resettled. The investigation of illegal outdoor advertising and the requirements of urban environmental construction have greatly reduced the distribution of outdoor advertising resources and began to gradually become three-four. The line city sinks.
In 2019, Zhongshan City, Guangdong Province, identified a number of illegal outdoor billboards and demolished them in the Chuangcheng activities.
Law enforcement officers are organizing workers to use high-altitude vehicles to dismantle painting ads on the walls.
As of June, Zhongshan City has dismantled 153 outdoor billboards, large floor billboards and wall vertical billboards, with a demolition area of approximately 1,900 square meters.
The tightening of offline space makes outdoor advertising face the bottleneck that cannot be broken out by traditional forms. However, the development of scene marketing thinking and technology has become an opportunity for outdoor advertising to re-start.
Transformation of outdoor advertising: delivering interaction and creativity
In recent years, the cost of online traffic acquisition is getting higher and higher, and the difficulty is getting bigger and bigger. In the network environment filled with diversified content, the profit margin of advertising is gradually shrinking, and Internet giants have realized that offline will be the future. The largest flow entry.
In July, Alibaba Group and its related parties invested in Focus Media with a strategy of about RMB 15 billion. Internet giants such as Tencent and Baidu also began to allocate offline resources, which undoubtedly brought natural economic prospects for the development of outdoor advertising. .
The development of the economy has brought about changes in marketing concepts, and the mission carried by outdoor advertising has also changed. Passing ideas and causing interactions seems to be a better way to communicate with specific product information.
Unlike other forms of advertising that exist in the flow of communication, outdoor advertising needs to occupy a certain area and be in a real physical space. Such attributes naturally allow the audience to experience more intuitive and interactive advertising.
In the Spring Festival of 2018, Samsung transformed the outdoor billboard in the station into a laundry device that can interact with people. People passing by simply throw their clothes with odors or stains on the laundry device and, after a few minutes, wear clean clothes and continue on the road.
From the point of view of brand effect, Samsung is very good at understanding the demand for dry clothes for long-distance travel. Through such a practical billboard with a scene-oriented, it has narrowed the distance between brands and consumers.
Compared with allowing audiences to actually access these advertisements in real life, advertisers prefer to use these “behavioral art” as a creative golden idea to conduct online coverage, and integrate offline content as an online case to multimedia. The way the platform reports are presented allows outdoor advertising to break through its own geographic limits.
Puma has created a road in Shanghai Huaihai Zhonglu, which aims to interpret the street spirit of subverting the rules and rules. At the same time, the picture is the main form, which is presented and spread in various social media and inventory pages.
In Puma's user base, this highly creative outdoor advertising is undoubtedly a type of social currency, and it is not necessary to reach the offline in person, and the community can be discussed and disseminated online.
However, this form is still accompanied by advertisers' concerns about outdoor advertising. Creative outdoor advertising is very eye-catching, but the timeliness is extremely short. Over-emphasis on form and aesthetics will inevitably lead to the audience's neglect of the product itself.
Under the trend that content is king and products are gradually marginalized, the addition of modern technology may bring new vitality to outdoor advertising.
Another way: outdoor advertising for technology plus
Due to the increasing marginalization of products brought about by “creative is king”, in recent years, the combination of digital out of home (DOOH) has become the development direction of outdoor advertising more in line with future trends.
Compared with Grab's interactive outdoor fixed led screen advertising, technology-embedded outdoor advertising is separated from the traditional interactive form. Through the application of multiple media technologies, the audience not only makes contact with the scene created by the advertisement but also makes the behavior of interacting with the advertisement itself deepen. Additional features for product impressions.
Samsung's Israeli-based company commissioned Leo Burnett to conduct a technology interactive marketing campaign for its new Gear S3 Frontier smartwatch.
The staff changed the original ordinary billboard and installed equipment such as a display screen and a camera to make the billboard have a video call function. If you happen to be in a bus stop, the billboards around you will turn on the "chat" function, as if the magic portrait in "Harry Potter" has been moved into reality.
In addition to the combination of video functions and outdoor fixed led billboards, the real-time data statistics commonly used by search engines make outdoor advertising a carrier of both creative and humanistic care.
In March 2019, some public-purpose billboards appeared in public transportation such as subways and railways in Stockholm. These billboards can extract real-time data from sources such as search engines, news, and social networks to assess the emotional state of people in the city.
When there are six negative emotions such as sadness, anxiety, fatigue, nervousness, irritability and fear, the art animation or pictures with release and relief will be played on the billboard. The themes of the works are: happy, calm and energetic. , safety, calmness and love.
This form of using technology to analyze the emotions of the audience and to satisfy them in an instant has gradually begun to be promoted in China.
The syrup brand Da Vinci Fruit and the United States teamed up with a bartender to create a black and interactive bar experience online. Through artificial intelligence and facial expression recognition, “Aichi Sense” can recommend the corresponding wine according to the mood of the visitors, which fully arouses the curiosity of the audience.
Technology has made advertising and scene marketing better integrated, and it is very creative, but it is not in the form of distraction. Technology is a natural recommendation for products, making digital a powerful endorsement and destination for scene marketing.
Summary: Today, when multiple media seek transformation, outdoor fixed led video wall advertising, as an expression of advertising that is different from online media, should not only attract audiences with visual and expressive ideas.
In addition to pure visual enjoyment, product information communication, and consumer scene establishment, outdoor fixed led display advertising is entirely possible to complete the reality connected with the audience through technology and new media, occupying the actual life scene different from streaming media advertising, and enabling more kinds of advertising forms to be realized. Transfer from online to offline.
Compared with the symbolism and expression techniques, the trend of technological nesting and multimedia integration is becoming more and more attractive to outdoor fixed led sign advertising to more innovative interactions, closer to the audience's product experience, and more social communication mode. Comprehensive transformation.
