The survey found that the average sustained attention span of ordinary people dropped from 12 seconds in 2000 to 8 seconds*1 in 2013, and there is still a downward trend. This means that consumers’ ability to pay attention to individual media information points is declining. By 2016 it may only be 4-5 seconds, this is not an exaggeration! !
People of different ages have different choices of information sources, living spaces and entertainment methods, but one thing is the same - their choice of media heavily depends on their lifestyle. Young people regard their mobile phones as their sixth body organ and actively choose dozens of applications. Applications in categories such as efficiency, education, entertainment, social networking, shopping, and life have emerged in droves, collectively occupying consumers’ time (research suggests an average of 5 hours per day*2).
According to the definition of the IAB US Interactive Advertising Agency, the media used in interactive advertising must include two-way actions between consumers and advertisers. Online advertising inherently has the core characteristics of digital communication such as search, jump, ranking, and classification, and often requires the calculation of advertising delivery and effects through the Ad server (owned by websites, advertisers, and third parties). This puts forward the essential requirement of advertising digitalization - all advertising is digitalized, and audience browsing behavior and conversion effects are also monitored with real-time data.
Traditional outdoor advertising methods for counting traffic flow are unconvincing. Accurate measurement of the flow of people passing/stopping in front of the screen is being achieved through technological means such as camera data, ibeacon data, NFC, Wi-Fi connection, and Bluetooth. The advantage of the above communication access methods lies in extended interactivity, which puts forward higher requirements for the interactive experience of outdoor advertising. The disadvantage is also obvious, that is, consumers need to actively initiate requests, which provides outdoor advertising with development opportunities to connect consumer interactions. In contrast, camera data can be quickly collected and processed in front of the screen through the face recognition system, without the need for consumer request, and can be regarded as a default gaze in public places.
Many people are asking why outdoor media can break through the decline of traditional media and remain in the growth echelon of the domestic 500 billion advertising market? The secret lies in the ability of digital upgrading and transformation. Audience coverage, contact duration (depth) and contact frequency are the core indicators for measuring the value of all media. The data basis of the audience in front of the screen comes from the data capture and accurate statistics of human traffic. The first ability of outdoor digitalization is "vision". There is no doubt that outdoor advertising must be visible to the audience. When we stand on the threshold of the Internet of Everything, the "two-way mutual viewing" capability of outdoor screens has become the rule for the digitalization of outdoor advertising configurations.
It is worth noting that the online advertising behavior of the Internet and mobile Internet is already very exciting, and it undoubtedly occupies the main media contact time of consumers. Outdoor advertising opens up the digitization of life scenes from the audience's perspective, and combines the real offline value of consumers' lifestyles and psychological wishes. It can unprecedentedly change the way we use outdoor media and even all media. When consumers start a leisure process in a weekend/holiday business center, the visual environment and consumption movement of tens of thousands of consumers for 2-3 hours converge into the data value of information dissemination in the business center, giving us new possibilities for design and creation.
Wanda Cinema Line has integrated online consumer data with offline venue screens, pre-theater advertisements, and service subscription accounts to subsequently push promotional information and offers. Such integration provides advertisers with target consumer demand data with cultural label characteristics and leisure and entertainment preferences, and provides consumers with a business information promotion system that is carefully processed and integrated throughout the leisure lifestyle experience.
In this era, relying solely on new technologies without the support of big data may result in a waste of resources. Whether it is in-depth interaction or a glimpse of information exposure, there is room for value in transactions, exchanges and referrals. Customers increasingly want cross-screen interactive communication capabilities. Understanding the significance of data to the outdoor industry, building and leveraging its value requires comprehensive customer experience value based on data evaluation.
2. The trend of linkage between outdoor large screens and smart terminals is getting stronger
The boundaries between online and offline have become increasingly blurred. Advertisers do not need to focus on media selection. Instead, they should focus on key groups that match specific outdoor media, their behaviors and communication relationships. Memory in the classic advertising AIDMA rule is being replaced by people's massive demand for real-time information and the ability to respond quickly. Satisfying people's great desire for information is also the level at which outdoor advertising can truly contribute to today's digital ecosystem.
When consumers step out of their homes, they are integrated into the offline surrounding environment, from communities to traffic intersections to commercial centers, and immersed in new leisure, entertainment or business activities, and they also have smartphones, which are within reach. Through such social mobile terminals to keep in touch with the online society, outdoor advertising must have the ability to attract users to actively send content, enrich social media platform content for a broad range of audiences, extend communication scenarios infinitely, and provide merchants and advertisers with a cross-screen channel to reach consumers.
A few years ago, experts were still discussing the relationship between the virtual world and the real world. Today's digital consumers have used actions (catalyst time) to express that they build the first world on the digital Internet, and all offline social relationships replicate online connections and social contact capabilities. The long-term offline information dissemination-purchase path is being replaced by a more real-time, intelligent and flexible online information dissemination-purchase path. 15% of the country's total retail sales of 28 trillion, nearly 4 trillion has been realized through Internet transactions, and mobile transactions are closely connected with social communication, which not only accounts for the largest part of consumers' contact time with media, but is also expanding the ability to pay in real time, which has exceeded 5% of total retail sales.
Therefore, whether it is market capacity and development trends, or consumer outdoor behavior + smart mobile connections, more reasonable and effective interactive content is required for outdoor advertising. The interactive model linked by outdoor large screens and user smart terminals will inevitably be strengthened.
Outdoor advertising not only improves consumers' ability to track and process real-time information, but also strives to enable interactive content to be customized, subscribed and converted to target consumers. Use outdoor media as an information hub with offline phenomenon-level activity capabilities to expand the audience's positive experience and establish a certain length of perceptual participation process. Based on the effective browsing time, the interaction time can stimulate the target audience to actively choose media and interactive advertising experience every time they approach outdoor advertising. Such a deep experience can encourage the audience to take photos, repost and share. Communicate exciting technology applications and content creation to the online experience space of real target audiences in a social and entertaining way through consumer-created media.
The automatic and accurate collection of the above operational data has become an important part of the future outdoor advertising digital strategy.
There is reason to believe that digital outdoor advertising that conforms to future trends needs to have the following characteristics:
1) Automatic data monitoring and real-time effect optimization delivery capabilities;
2) Programmatic platform to connect advertisers and cross-media resources;
3) Cross-screen integration of real-time scenarios for online distribution of digital creativity.
How will outdoor media advertising develop based on the commercial value of big data? The premise is how the company can quickly establish a unified outdoor measurement system and realize automatic monitoring. The accurate detection data can finally be clearly seen by customers and improved for our future operations. Baidu Outdoor and other institutions are trying to do such a thing. The editor here also recommends that merchants on the platform if you are in the outdoor media industry must hurry up and develop this technology to seize market share in the media industry!
ANNA