Can LED defend the "dominant" status of outdoor advertising?
As the main carrier of outdoor advertising——outdoor led display provides a richer form of expression for outdoor advertising and enhances the publicity effect. It once experienced a market outbreak period , The outdoor display market accounts for nearly 60% of the led display market. However, with the continuous development of cities in recent years, multiple issues such as light pollution, high vacancy rates, damage to the overall beauty of the city, and high power consumption have increasingly consumed advertising owners’ love for large LED screens……, outdoor LED advertising screens cannot Some of the following questions are not positive.
Slow market growth rate
For first-tier cities, traditional outdoor media companies have occupied a large number of locations in urban business circles. However, in recent years, in addition to cost pressures gradually appearing, in addition to the increase in land occupation costs, screen costs and operating costs, Internet and new media advertising The rapid development of the platform has also slowed the growth of digital outdoor LED media, and the profit margin has declined.
Outdoor LED advertising is weak in creativity
Compared with the three major camps in the West, my country's advertising follows the effective advertising of the United States, but it pays too much attention to form and execution, blindly pursuing large scenes and large productions, and the serious lack of creativity is most prominent. As a result, outdoor led display screens have always been the latest in large area and product upgrades, which shackled the development and progress of led display technology.
LED display light pollution
It is well known that because of the high brightness and large area of the LED display, it brings a certain degree of visual pollution to the city. This is also one of the most complaints in public opinion surveys. In addition, from the perspective of urban planning, too many improper LED displays will also damage the urban landscape to a certain extent.
In recent years, the demand for outdoor LEDs has not been prosperous due to the introduction of restrictions in various places, and even many places have carried out a series of demolition of "illegal construction", "violation of regulations" and traditional outdoor LED large screens. In the face of this situation, how can outdoor LED large-screen companies develop in order to maintain their "overlord" status?
Technological innovation accelerates digital upgrade
At present, the vast majority of digital outdoor LED display devices in China are still unable to achieve in-depth technology participation from the technical level, and technology development and product application are still relatively superficial. In recent years, outdoor LED displays led by small-pitch LEDs, LED transparent screens, LED light bar screens, etc. have successively set off new outdoor trends, which means that they are not only feasible but also eye-catching outdoor advertising. Show facilities.
Try to interact with the LED display screen and social media
From the perspective of the advantages of digital outdoor led display, it is an all-round carrier that breaks through the tradition and takes into account both dynamics and statics. In terms of playback methods, it already contains three modes: pure TVC video playback, e-magazine playback, and FLASH Play in a creative way.
In terms of technology, digital outdoor LEDs can be very diversified, and more can achieve multi-screen linkage and human-screen interaction through interaction to achieve multi-directional communication, helping outdoor media and consumers The interaction between.
3) Focus on LED creative display
Interaction should become the highlight of the large led screen. Advertisers can use money to buy a larger screen in order to get more attention. The conversion between attention and desire to buy is the ultimate function of large LED screens. Advertisers should understand that the role of large LED screens is to win eyeballs with size and win the market through interaction.
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