Can LEDs defend their 'dominant' position in outdoor advertising?
Published Time:
2021-08-04
As the main carrier of outdoor advertising, outdoor LED displays provide richer forms of expression for outdoor advertising, enhancing the advertising effect. Previously, it experienced a period of market explosion, with the outdoor display market accounting for nearly 60% of the LED display market.
As the main carrier of outdoor advertising, outdoor LED displays provide richer forms of expression for outdoor advertising, enhancing the advertising effect. Previously, they experienced a period of market boom, with the outdoor display market accounting for nearly 60% of the LED display market. However, in recent years, with the continuous development of cities, multiple problems such as light pollution, high vacancy rates that damage the overall beauty of the city, and high power consumption are increasingly eroding advertisers' enthusiasm for large LED screens… Outdoor LED advertising screens have to face the following issues.
Slow Market Growth
For first-tier cities, traditional outdoor media companies have occupied numerous locations in urban commercial areas. However, in recent years, in addition to the gradually emerging pressure on costs, including increased land costs, screen costs, and operating costs, the rapid development of internet and new media advertising platforms has also resulted in slow growth and declining profitability for digital outdoor LED media.
Lack of Creativity in Outdoor LED Advertising
Compared to Western advertising campaigns, China's advertising follows the American model of effective advertising, but it overemphasizes form and execution, blindly pursuing grand spectacles and large-scale productions, resulting in a severe lack of creativity. This has also led to outdoor LED displays focusing solely on increasing size and product upgrades, hindering the technological advancement of LED display technology.
LED Display Light Pollution
As is well known, due to the high brightness and large area of LED displays, they cause a certain degree of visual pollution in cities, which is also a frequently complained about issue in public opinion surveys. Furthermore, from the perspective of urban planning, excessive and inappropriate LED displays can also damage the city's landscape to some extent.
In recent years, due to restrictions imposed by various localities, the demand for outdoor LEDs has been weak, and many places have even launched a series of actions to remove "illegal constructions" and "non-compliant" traditional outdoor LED screens. Faced with this situation, how can outdoor LED screen companies develop to maintain their "dominant" position?
Technological Innovation Accelerates Digital Upgrades
Currently, in most of China, the deep involvement of technology in digital outdoor LED display equipment is still lacking. Technological development and product applications remain relatively superficial. In recent years, new outdoor LED display technologies such as small-pitch LEDs, transparent LED screens, and LED strip screens have successively set off a new wave in outdoor advertising, signifying that they are not only feasible but also eye-catching outdoor advertising display facilities.
Exploring Interaction Between LED Displays and Social Media
From the perspective of the advantages of digital outdoor LED displays, they are a versatile medium that combines static and dynamic elements, encompassing three modes of playback: pure TVC video playback, electronic magazine-style playback, and FLASH creative playback.
Technically, digital outdoor LEDs can be highly diversified, and more interactive, multi-directional communication can be achieved through multi-screen linkage and human-screen interaction, promoting interaction between outdoor media and consumers.
3) Focus on Creative LED Displays
Interaction should be a highlight of large LED screens; advertisers can pay for larger screens to gain more attention. However, the conversion between attention and purchasing desire is the ultimate function of large LED screens. Advertisers should understand that the role of large LED screens is to attract attention with size and win the market with interaction.
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