Outdoor fixed led billboard how's market in 2020

Outdoor fixed led billboard how's market in 2020

Recently, MAGNA Alliance, a subsidiary of IPG Alliance, released the Global Advertising Forecast Report for December 2019. When forecasting the advertising expenditure in the Chinese market, it pointed out that advertising expenditure continued to grow, but only outdoor fixed led billboard media and digital media benefited from it.

The report states that China's advertising market is expected to grow by 8.8% in 2019 to reach 553 billion yuan, slightly lower than previously expected (a 10.3% increase). In 2020, advertising sales will grow by 7.9% to nearly RMB 600 billion, higher than previously expected (a 7.2% increase).

Investment, innovation, organic growth,

Outdoor media rises in 2019

The report states that in 2019, consumption and advertising revenues of most other linear media categories (print, radio) in China declined, and outdoor fixed led sign media was a clear exception. Chinese outdoor media continued to be driven by investment, innovation and organic growth. Outdoor media advertising sales will increase by 18% in 2019.

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The "Research Report on China's Outdoor Advertising Market 2019" released by iResearch pointed out that domestic outdoor fixed led screen advertising is following technological innovation and demand shifts. With the offline digital screen dramatization and model innovation and other factors, online traffic growth in the second half of the Internet is weak. The value is prominent and has attracted the attention and favor of advertisers. In recent years, technology has continued to innovate, outdoor advertising scenes have been subdivided, emerging outdoor advertising companies have developed rapidly, and digital outdoor advertising platforms have emerged, once again attracting multiple parties to enter the game. Internet giants such as Ali, Baidu, Tencent, JD.com, and 58 Tongcheng have extended their "olive branches", injecting a lot of capital into the outdoor advertising industry, providing funds for outdoor fixed led display media polishing products and expanding the market, while intensifying market competition.

Innovation is driven by external factors, and it is also an inexhaustible driving force for the benign development of the industry itself. For example, Tying Media iterates the screen and frame form into a projection form in the traditional office building scene and uses the old scene to open up new forms of outdoor advertising. Outdoor advertising companies; and, such as Xinchao Media and Neighbour Technology, implant traditional advertising forms into the community. The new scene opened up an outdoor advertising company with incremental advertising space resources. The emergence of these new outdoor advertising companies has brought new growth points to the industry and is also rebuilding the market structure.

Scenarioization, infinite scalability and compulsiveness promote outdoor advertising to closely follow consumers' daily lives and flow in real scenarios. Relevant policies have been issued one after another, the outdoor advertising market has been continuously standardized and systematic, and the effect of the Internet population dividend has weakened, which has also attracted advertisers to shift their media budgets to outdoor advertising. Research predicts that by 2021, outdoor advertising will account for 39.2% of the entire offline advertising market.

Hand in hand with digitization, 2020 outdoor media continues to grow

Monaco's December global advertising forecast report pointed out that in 2019, driven by the growth of digital outdoor media advertising revenue by 20%, outdoor media advertising increased by 6%, which is the only traditional media in the world to achieve significant growth. Monaco predicts that China's outdoor advertising spending will increase by 10% in 2020, lower than the growth in 2019, but higher than previously expected.

Leigh Terry, CEO of IPG Alliance Asia Pacific, said: "In the Asia-Pacific region, the stages of development of advertising markets are different in terms of maturity and density. The average annual expenditure of advertisers ranges from $ 8 in India to almost 492 in Australia. US dollars. China is in the middle. The average annual expenditure of advertisers is US $ 60, which is higher than the regional average of US $ 47 and is approaching the global average year by year. "

In China, digital media is currently the engine of growth. Digitalization is increasingly permeating the outdoor advertising market. Technology giants have taken the lead in building digital outdoor advertising platforms. Digital outdoor advertising companies have also gradually emerged, attracting large amounts of capital investment. Funding support and chase will in turn further promote the development and expansion of digital outdoor. The digitization and programming of outdoor advertising can maximize the use of outdoor media's long-tail advertising resources and increase the value of outdoor advertising. At the same time, it can meet the needs of more small and medium advertisers and small-scale advertising, and attract some advertisers' original online Marketing budget.

The concept of digitalization of outdoor advertising is constantly being proposed in 2019. The empowerment of technologies such as AR and AI and the continuous extension and enrichment of outdoor scenes have driven the digital outdoor advertising to continue to grow in strength and shed stronger vitality. The application of digital and other technologies to enhance and prove the effectiveness of media may be a major event for outdoor media in 2020. At present, outdoor advertising has gradually established a data foundation, and the evaluation method has evolved from traditional simple methods such as photos and experience to rely on third-party monitoring companies to research and move towards the trend of deep integration with digitalization and programming. In an interview with the Outdoor Advertising Association of America, Stephanie Gutnick, vice president of business development for Boshang, stated publicly: "Automation, data, programming, and dynamic creativity have always been hot topics. With the implementation of these new technologies and processes, the outdoor advertising industry Digital transformation will be in nature, and management and thinking will be transformed, so that outdoor advertising will occupy a more important position in cross-channel marketing activities and marketing strategies. "

There are reasons to believe that, with the tireless exploration of industry professionals, outdoor fixed led billboard media will provide brand owners with specific statistical data to facilitate delivery, evaluate the effect and impact of outdoor advertising during and after advertising campaigns, and more effectively meet the brand ’s advertising campaign goals; strengthen and Consumers' interactive participation maximizes the creativity of the media and realizes the upward development of the industry.