Pouze necelá 2 procenta silniční reklamy byla digitalizována, což znamená, že jaro digitální venkovní reklamy právě začalo. Jak může být venkovní reklama větší a silnější?
There are many traditional advertising media, including television, radio, newspapers and other mass media, as well as street signs, light boxes, vehicles and other outdoor media, as well as other media such as POP, packaging, telephone yellow pages, product catalogs, and even the human body. All available "new" media such as toilet walls, and of course INTERNET media. Among them, newspapers, radio and television are recognized as the three major traditional advertising media. Advertising through these three major media is the main traditional media advertising.
The traditional single static form of outdoor advertising has very limited dissemination effect in the environment of information explosion. Outdoor advertising developed by digital means can have multiple effects on the audience's vision and hearing, which is more conducive to the communication of brands.
Thanks to the rise of digital technology, outdoor advertising has bucked the trend: A new statistic from Kantar Media and Miller Kaplan shows that US outdoor advertising revenue has achieved 21 consecutive quarters of growth, of which digital signage technology has achieved a compound annual growth rate of 15 percent percent 22 percent , second only to the growth of mobile marketing technology. The ubiquitous integration of digital technology into almost everything is the digital revolution, arguably the greatest transformative force in today's economy. Across industries and regions, digital innovation is disrupting traditional commerce and bringing a full range of new capabilities, products, services, channels and competitors. For most organizations, responding to digital opportunities and threats has become a necessity, with no choice. And the response must go beyond simple tinkering, and verbal digitization is clearly not enough.
With the changes of the times, most outdoor media and brands realize that simple advertising has little value. Consumers will directly filter advertising information. They begin to use digital technology and novel ideas to grab attention and open up new living space for products. Recently, to celebrate the launch of "Rise of the Tomb Raider" in the United Kingdom, Xbox, the largest game console brand in the United States, recruited 8 loyal fans of Lara Croft (the heroine of the Tomb Raider) to do outdoor live advertisements, and they were forced to stand. Tied up for 24 hours on a giant outdoor billboard in London. Netizens can watch the outdoor live broadcast of these 8 people on the survivalbillboard website, browse their personal information, and at the same time, they can vote in the two virtual severe weather conditions of "strong wind" and "snow" during the specified time period. Contestants create survival challenges... All netizens who vote will receive a digital version of the new game, and the final winning live ad model will also earn herself a Tomb Raider Holy Land Tour, a trip to the location of the game.
Advertising creativity comes from life and culture. At the same time, culture will enhance the connotation of advertising creativity and bring cultural added value to advertising products. And because of its uniqueness, a nation's culture will inevitably bring unique personality to advertising creativity, thereby enhancing the attractiveness and recognition of creativity. In today's consumption era, how to achieve competitiveness of advertising products depends on the cultural value it conveys, whether the brand image it creates has personality, whether it is different from the same type and recognized by consumers, and whether it can meet the psychological needs of consumers. Therefore, the unique and rich national cultural resources can increase the strength of advertising creativity and bring unexpected effects to advertisers.
Taking a series of real estate newspaper advertisements as an example, the traditional architectural form is used as the entry point of the advertisement; combined with the high degree of Chinese painting art in traditional Chinese art works, the innovative application in the field of design highlights the oriental ideology and the concept of perfect home life quality. By accurately grasping the essence of Chinese art such as ink painting and calligraphy, the designer has formed his own expressive style with a strong oriental culture, and perfectly integrated the traditional national culture and art into the modern design concept.
"Outdoor plus mobile phone" makes advertising insertion no longer a distraction
Xbox put real people on outdoor billboards, which made it attract enough attention on outdoor and social media. More importantly, through the interactive participation of online netizens, it effectively spread new games. "Introducing more harsh environments requires players to try and challenge. "The new selling point. In the case of "Xbox Live Binding Outdoor Billboards", the brand owner started from the game context and shaped sensory experience and mental identity to capture the attention of consumers, without any compulsive product placement in this process.
In traditional advertising, the "push" or "interference" mode is that when people are enjoying entertainment or news content, an advertisement is suddenly inserted, and this type of advertisement is generally rejected by the audience. And outdoor is not an intrusive ad because people can choose not to watch it. Research shows that when outdoor content is relevant and well-designed, people pay attention, and many use their phones to take further action. In this regard, the combination of outdoor, especially with mobile phones, will be closer to the "pull" model, which is undoubtedly more widely accepted by consumers. Google's "pull" model based on AdWords, that is, advertisers pay only when consumers click on advertisements in the process of searching for products or services. This model has achieved Google's status as the media leader.
Although mobile is the fastest growing medium today, if used alone, mobile advertising will be ruthlessly rejected by consumers. In most cases, mobile disrupts users' lives and still represents the traditional "push" advertising model. When the combination of mobile and outdoor, the above situation will be significantly changed. In many recent advertising campaigns, OOH has prompted people to use their mobile phones to search for more information, get coupons, join competitions, or complete purchases, etc. In this way, we have seen a "pull" advertising model, return on investment will be quite high. Research shows that consumers spend 70 percent of their waking hours outdoors, which means their exposure to outdoor advertising is higher than ever. At the same time, consumers usually carry mobile phones when they are outdoors, which makes outdoor and mobile phones an excellent combination in the field of advertising today, and advertising effects can also be tracked and measured in real time.
Jak udělat digitální venkovní reklamu větší a silnější?
The US "Media Post" reported that although the increase in outdoor advertising revenue was mainly due to the growth of digital and mobile-related advertising, the US outdoor advertising revenue in 2015 is expected to be only more than 7 billion US dollars, while the overall US advertising spending in 2014 was close to 141.2 billion US dollars. Dollar. Only less than 2 percent of roadside advertising has been digitalized, which means that the spring of digital outdoor advertising has just begun. How can outdoor advertising become bigger and stronger?
1. Establish digital thinking of outdoor media. The development of digital technology and the change of the audience's digital media contact habits make the digital transformation of outdoor media possible and necessary. The audience has entered the era of reading pictures, which is characterized by shallow reading, entertainment, and interactive participation. Compared with traditional outdoor advertising brands, digital outdoor media has more space for interactive creativity. Based on this, outdoor media companies need to establish a digital thinking in the digital age, and actively use digital technology to better provide advertisers with scientific solutions; from the perspective of digital transformation of outdoor media media, or the integration of new technologies into traditional The development and application of outdoor media, or digital outdoor media, such as the large-scale popularization of touch-screen human-computer interaction technology in taxis, and the application of new technologies such as AR, LBS, QR and other new technologies in the field of outdoor media, have given new opportunities to outdoor advertising. dynamism and industrial opportunities.
2. Vylepšete interaktivní zážitek z venkovní reklamy. Tradiční venkovní reklama je spíše zobrazení a venkovní reklama v digitálním věku vyžaduje více interaktivního zážitku. Displeje zvyšují povědomí, zatímco interaktivní zážitky zvyšují záměr nákupu značky. Interaktivní zážitková venkovní reklama může nejen posílit povědomí o značce a podpořit nákupní chování mobilizací zážitku z interakce publika, ale také díky své jedinečné kreativitě může také vytvářet virové šíření a efekty-z{2}}ústů v sociální média, rozšiřující vliv venkovní reklamy. Rozsah. Proto v éře zážitkové ekonomiky potřebuje digitální venkovní reklama více nových technologií, jako je elektronická snímací technologie a mobilní komunikační technologie 3G/4G, aby spotřebitelům poskytla měnící se, dynamickou a neotřelou- kombinaci interaktivního zážitku. formuláře.
3. Použijte velká data ke zlepšení přesnosti venkovní reklamy. Outdoorové mediální společnosti mohou využívat technologii velkých dat k získání více personalizovaných informací spotřebitelů, jako jsou osobní charakteristiky, kontakt s médii, spotřební chování atd., aby bylo možné přesněji plánovat a vytvářet venkovní reklamu a přesněji kombinovat umístění venkovních médií. Kromě toho velké množství interaktivních venkovních reklamních displejů a kombinovaná propagace mobilních telefonů a venkovní reklamy poskytly venkovním mediálním společnostem pohodlí při shromažďování informací o publiku. Outdoorové mediální společnosti mohou také používat pokročilá zařízení pro sběr dat k analýze a studiu získaných velkých dat, aby inzerentům poskytly efektivnější mediální strategie s vyšší návratností investic.
There are many types of traditional advertising, such as traditional advertising, radio advertising, etc. Although traditional advertising is not popular with the prevalence of new media advertising, traditional advertising is still the most valuable of all advertising types with its own unique advantages. A sort of.
