One: Audience and obvious marketing value
In recent years, outdoor LED media operators have continued to emerge, but at the same time, we also see that the level of outdoor LED screen media operators is uneven. In order to maintain the daily operation of the media, regardless of the quality and content of advertisements, the media image negative impact; therefore, in order to further achieve the healthy development of different media and industries, building a good brand image, media and long-term sustainable development and continuous innovation is crucial, which is also confirmed by in-depth interviews with experts: constantly It is very important to innovate and enhance the quality of media, some outdoor media have introduced screen interaction and QR code scanning, and so on. New technologies attract consumers to participate in the brand communication process, thereby promoting the integration of media advertising value.
Two: Audience identification can help transform advertising effectiveness
Outdoor LED display can effectively improve the audience's awareness and attitude towards the brand. In terms of outdoor media, respondents are more inclined to think that the brands of outdoor LED screen advertising are powerful big brands and big brands in various industries. At the same time, LED display advertising is also very helpful to improve the impression of brands and products. 76.1% of the audience believe that outdoor LED display advertising has a greater impact on brand and product impressions. The strength of product advertising and the formation of a good brand image will play a decisive role in consumer purchases. After the audience is exposed to outdoor LED display advertisements, their behaviors will be affected by the advertisements, resulting in behavioral intentions. Among them, nearly 20% will actively search for relevant information on the Internet, 6.7% will go directly to the store for consultation, 24.7% will try to buy products, and 37.3% will pass or actively discuss relevant product information to others. Form secondary communication.
Three: High arrival rate and wide audience coverage
With its large screen area, eye-catching, strong visual impact, wide visual range and color characteristics, LED display has good visual distance and ultra-clear picture, coupled with unique space advantages, make LED display media attract urban people's attention. The survey shows that the average arrival rate of outdoor LED display media is 61.8%, the average weekly arrival frequency of business districts is 3.8 times, and the monthly average arrival rate is 79.3%. 30% of the audience actively pay attention to the outdoor LED display media, and the average monocular dwell time of the audience is 15.1 seconds. LED display has a relatively stable and repeatedly contacted audience, which is conducive to the effective dissemination and understanding of LED display media information.
Outdoor LED display media are mainly distributed in landmark buildings and part-time jobs in core cities, central business districts, traffic arteries, and densely populated areas. With the development of urbanization, these places have become the main places in the city where mainstream people are engaged in business activities, leisure, entertainment and dining and shopping, so it has the characteristics of scarcity, the core, and has also become a kind of media and marketing value and quality form. According to the survey, the average arrival rate of outdoor LED display media is 61.8%, the average weekly arrival frequency is 3.8 times, the average arrival rate is 79.3%, and 30% of the audience actively pay attention to the outdoor LED display media, the average audience Looking at it alone is 15.1 seconds. LED display has a relatively stable and repeatedly contacted audience, which is conducive to the effective dissemination and understanding of LED display media information.
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