How should outdoor LED displays move forward in the era of big data?
Precision of outdoor advertising in the era of "big data"
In the era of traditional outdoor media, geographical locations with high traffic flow are the core media value for outdoor media to achieve high reach and high coverage. Advertisers are most concerned about issues such as "who is the advertising audience and where are the target users?" In the past, outdoor advertising was decided based on the flow of people. It is difficult to use scientific testing data to support and explain whether customers' investment and output in outdoor advertising are reasonable.
With the advent of the big data era, LED display technology can quickly generate a detailed data report by equipped with cameras, combined with somatosensory technology, 3D technology and AR technology. And through relevant algorithms, it helps advertisers place ads to the most suitable consumers.
The latest technology can analyze when and where people saw advertisements on billboards, and can also identify the age, gender, etc. of the audience, allowing advertisers to know where every penny of advertising money is spent and whether it has the desired effect.
In November 2015, the "MODS Outdoor Value System" released by New Vision Media is based on operator big data (the data source of MODS comes from the usage data of more than 30 million active mobile phone users within and outside Guangdong Province of China Unicom). Key data for judging media value can be extracted through big data, including the number of people covered by the media, frequency of catalysts, audience composition, average length of stay, and cost per thousand people.
Therefore, big data enables the media communication industry to begin to shift from media-oriented to audience-oriented The shift to mass-oriented advertising has greatly helped outdoor advertising achieve reasonable layout and precise delivery, maximizing the effectiveness of existing advertising resources. This avoids blind advertising, which not only wastes advertising resources, but also brings a series of adverse effects such as light pollution to the city.
Liang Zhiyong, general manager of the marketing department of Phoenix Metropolis Media, believes: "Combined with big data, LED media will be able to connect and connect with digital media that are also characterized by "0 and 1", thereby deeply exploring the higher value of LED media in customers' all-media integrated communication."
Create a "new ecology" of outdoor LED media
Judging from the latest development trends in the industry, as mobile operators and IT companies have opened up their user data for commercial use, the application of outdoor big data has moved from concept to reality. For example, Google tried to use outdoor advertising in October last year DoubleClick technology is used to automatically decide what ads to place based on past real-time information, such as audience, weather, travel information, sports events and other factors. At the same time, JCDecaux announced that in 2016 it will use data from IT companies and Route to provide data support for customers when placing their 1,000 digital screens in London. Recently, the US mobile operator AT&T launched a big data service for outdoor advertisers.
In addition to accurate delivery and reception, outdoor LED media also needs to consider how to make the audience accept the content and induce purchasing power, rather than letting the audience simply see the information.
According to data from CCS (Consumer Outdoor Behavior Research Survey) and CODC (Zhongtian Monitoring), outdoor media has become the media form with the highest coverage due to its wide coverage, real-time experience, and creation of scenes and topics.
Today, the Internet has surpassed traditional television and become the second communication platform. All content will become digital content. In the future, the combination of "digital + outdoor scenes" will become the best communication combination.
In other words, in the era of consumption upgrading, outdoor media has begun to become a very important platform for consumers to enjoy real products or brand experiences in the real world. To make outdoor media a consumer experience platform, three essential elements are needed: media digitization, technology interaction, and creative sceneization. Through the linkage of LED large screens and small mobile phone screens, the addition of AR and VR technologies can enhance interaction and consumer experience.
Align mobile phones to enhance LED display interaction
With the rapid growth of the mobile Internet, various interactive experience technologies are constantly changing, and social platforms The self-propagation of Taiwan and consumers is a strong support for brand word-of-mouth marketing and the outbreak of phenomenal events. Outdoor LED media has a new round of growth opportunities. The natural connection between outdoor LED displays and mobile terminals makes them a gold mine for diverting offline traffic to online platforms, forming a new traffic entrance and giving it a richer role in the overall marketing ecosystem.
In addition to the inherent high consumer reach and high penetration rate of outdoor LED displays, which can bring higher visibility to advertisers, the unique scene advantages of outdoor LED displays have begun to extend to online diversion and consumer experience. By integrating with new technologies such as QR codes, NFC (Near Field Communication) and iBeacon, outdoor media can play a good role in diverting traffic from offline to online.
In addition, the outdoor LED display is connected to the mobile APP through the combination of electronic fence technology and LBS big data. Effectively reach precise scenes through push advertising, and use the big data platform based on geographical location information combined with precise delivery of digital media to reach the end audience again.
Data shows that through the combination of outdoor media and mobile advertising, consumers are more likely to accept highly relevant ads that appear on the mobile terminal and generate subsequent interactions. It is undeniable that outdoor media has unique advantages for Internet products that require high conversion rates. This is not only because different outdoor media have rich and natural offline traffic opportunities in different scenarios, but also because of its high efficiency in guiding online traffic conversion rates.
Integration of VR to promote "scenarioization"
With the advent of the advertising 3.0 era, outdoor LEDs used to focus on space, turning to the scene of "space + time + people". Incorporate consumer characteristics into it. This requires enhanced display technology. Advertisers' products and brands will not only form good interactions with consumers through the big screen, but also become a gathering place for scene marketing.
Currently, many companies have launched 3D and naked-eye 3D LED display products. In order to further meet consumers' experiential needs, some LED display companies have also tried to study AR/VR technology. Real people are added to the virtual scene, and the LED large screen realizes the interaction between the virtual scene and real people. The audience in front of the camera is automatically pulled into the display screen to interact with the virtual scene on the screen, increasing the commercial value of the advertisement.
In the future, consumers will need not just products, but a true information interaction platform that integrates front-end devices and screens. LED display manufacturers need to gradually transform from manufacturers and developers to service solution providers and integrate more user needs into the overall approach. in the case.
ANNA