The value of outdoor LED large screen media

With the rapid development of digital technology, information technology, the Internet, mobile internet, and social media, the fragmentation of the media continues to increase and the time for audiences to access the media is further divided. The media that can attract the attention of the target audience in an effective time will become The most promising media.

Outdoor LED large-screen media, with its high-definition digital development trend, has become a force that new media cannot ignore. It is not only an extension of traditional outdoor media and television media, but also integrates with social media such as Weibo and LBS positioning and mobile terminals to build a three-dimensional space that interacts and communicates with consumers, and at the same time gives more creative possibilities. Shapes its own core media value.

At the end of 2012, we conducted an audience survey on the audiences of outdoor LED screens in 16 major cities. Through site-specific interception, we learned the audience’s exposure to the large-screen LED screen, as well as their perceptions and evaluations. We also made in-depth interviews with experts and audiences. To understand the contact experience and unique value of the LED large screen, from the results of this survey, we summed up the following points.

The core business district, casting a unique space value

Outdoor LED large-screen media construction sites are mostly located in landmark buildings in the core cities, central business districts, traffic arteries, and other places with high traffic density. With the urbanization process and the popularity of family cars, these places have become an indispensable and important place for urban mainstream people to engage in business casualties, food and beverage shopping, work outing, etc. Because of their scarcity and core characteristics, these places have become marketing values ​​and Quality media format.

High reach, effective coverage of audience

The LED screen has a large screen area, features eye-catching, visual impact, wide viewing angle range, and dazzling colors. It has a good viewing distance and ultra-clear screen, combined with unique space advantages, making LED large-screen media attracting urban crowds. eyeball.

The survey found that the average weekly arrival rate of outdoor LED large-screen media was 61.8%, the average weekly commercial circle reached 3.8 times, and the average monthly arrival rate was 79.3%. 30% of the audience took an active interest in outdoor LED large screen media, and the audience The average single eye stop was 15.1 seconds. LED large screen has a relatively stable and repeated audience, which is conducive to the effective transmission and understanding of information on LED large-screen media.

Audience recognition, help improve the effectiveness of advertising

Our research found that outdoor LED large screen can effectively enhance the audience's awareness and attitude toward the brand. For outdoor media, the respondents are more inclined to think that the outdoor LED display on the big screen is a brand with strength and various industries. Leading brands etc.

At the same time, LED large-screen advertisements are also very helpful in enhancing the image of brands and products. 76.1% of the audience affirmed that outdoor LED large-screen advertisements have a greater impact on brand and product image enhancement. Product advertising and the resulting good brand image will play a pivotal role in consumer purchases.

After exposure to outdoor LED large-screen ads, audience behavior was affected by advertising, resulting in subsequent behavioral intentions. Among them, nearly 20% would actively search for related information online, 6.7% would go directly to the store, 24.7% would try to purchase the product, and 37.3% will pass on or actively discuss relevant product information to others and form a secondary transmission.

High-end audience, marketing value is obvious

The survey found that the main body of outdoor LED large-screen media reached a young, highly educated, and high-income group. The proportion of 21-45-year-olds who frequently contacted the audience was 80.2%, and the proportion of college education was 65.9%. The proportion of middle and senior managers is 34.8%. They have stable and high incomes, and they have strong spending power.

Focus on technological innovation and establish a brand image

In recent years, outdoor LED media operators continue to emerge, but at the same time we also see that the level of outdoor LED large-screen media operators is uneven, and in order to maintain the daily operation of the media, regardless of advertising quality and content, it has a negative impact on the media image; In order to further realize the media differentiation and the healthy development of the industry, establish a good brand image of the media, and focus on long-term sustainable development and continuous innovation is of utmost importance. Experts through our in-depth visit also confirm this view, famous outdoor media Expert Lu Zhenzhong believes that continuous innovation and improvement of media quality are very important. Some outdoor media have introduced new technologies such as human screen interaction and two-dimensional code scanning to attract consumers to participate in the brand communication process, thereby enhancing the integration value of media advertising.