Outdoor led display advertising media foreground geometry?

In recent years, China's economy has maintained steady and rapid growth. In a good climate, the outdoor advertising market has also shown rapid growth. According to statistics, in 2012, the overall volume of outdoor advertising media in China increased by 10%-15% compared with 2011, and its growth rate is much higher than that of traditional TV, newspaper and magazine media. In particular, Focus Media launched a series of bold mergers and acquisitions after the successful listing of NASDAQ. After the market value hit a new high, “outdoor media” has become a new hot spot for venture capitalists.

Outdoor advertising share limited outdoor led screen advertising or will be specifically rectified For the LED display industry, outdoor advertising has become a hot investment in recent years, many places in the first-tier cities in China have appeared "led display advertising together" phenomenon, Moreover, many LED display companies have adopted the "advertising screen change" model to extend downstream of the advertising media industry chain. How big is the cake for outdoor advertising? How much benefit can the led display enterprise get from it? Can the "marriage" between the LED display and the outdoor advertisement open up the blue ocean for the LED display company? On these questions, the secretary of the Outdoor Advertising Branch of the China Advertising Association Mr. Wang Huanzhang made an analysis and interpretation on HC Network.

The application of new technologies in outdoor media has stimulated the growth of global display advertising. In the US outdoor advertising market, outdoor video accounts for 80% of the total, and outdoor led display advertising is a new high point of profit growth. In China, taking the second quarter of 2013 as an example, China's outdoor LED electronic screen advertising market reached 2.148 billion yuan, an increase of 16.5% from the previous month and a slight increase of 2.3% year-on-year. In the past two years, the pace of LED display screens to enter outdoor advertising seems to have a great momentum of “stepping down” the streets. Secretary-General Wang pointed out that the explosive growth of LED display in the field of outdoor advertising in the past two years, a large part of the reason is that in recent years the government has increased the crackdown on illegal and illegal advertisements, led display as an emerging advertising medium, The opportunity is strong, although the short-term outdoor advertising has brought a huge market to the led display, but the overall situation is not necessarily optimistic.

In this regard, Secretary Wang first gave us an analysis of the current situation of China's outdoor advertising. In his view, the domestic outdoor advertising itself is actually limited. In terms of business volume, the annual advertising business of the entire Chinese advertising industry is about 300 billion yuan, and the outdoor advertising is about 30 billion yuan, accounting for about 10%. If the economic situation is good, it may be a little higher, but the national economy is slowing down. In the case of policy tightening, it may not be able to account for this proportion. In general, outdoor advertising can maintain a market of about 30 billion yuan. Compared with other advertising media, the current market share of paper media accounts for about 50 billion yuan. TV commercials are still big, and the space for network development is even broader. Outdoor advertising actually does not have obvious competitive advantages. Of course, outdoor advertising itself also has some irreplaceable features, such as simple expression of outdoor advertising, long duration of advertising, high feasibility of continuous purchase, and economic benefits, which also ensures that it can stabilize its market share. However, the space for the whole outdoor advertising is actually limited, and it is not easy for the LED display industry to achieve revitalization through outdoor advertising.

The increasingly advanced technology provides an opportunity for outdoor advertising to enter the LED era, but in fact, in the eyes of most outdoor media practitioners, it is too early to enter the real LED era. "After nearly seven years of rapid development, the led media industry has actually Entering the 'hot stamping period', Liu Zuigeng, president of Phoenix Metropolis Media, made it clear that the profit of the led media industry has been “diluted” from a high level in the early years to a relatively low level. Even in Shanghai, where the outdoor advertising industry is developed, although the company with the main led display enters the top three of the outdoor advertising company, its operating income is still difficult to reach the top two. Compared with airports, subway stations and other carriers, the gold output of the LED display is still difficult to read.

Led display screens to open a new era of outdoor advertising, is not completely impossible, compared to traditional outdoor media such as street signs, light boxes, neon lights, led display has the natural advantage of outdoor advertising media: manufacturing is not limited by area, and the body is thin, Can be attached to a variety of public places, display large-scale text, images, animation, plus high-brightness, full-color, convenient and fast error reconnaissance, etc., can make advertising more powerful and powerful. However, as far as the current situation is concerned, the lack of sound market rules may directly ruin the future of LED outdoor advertising screens.

According to Secretary-General Wang, led outdoor advertising screens still exist in many cities without planning and disorder. Many LED advertising screen project approval procedures are “not going out of the ordinary road”: some builders first build the project. Then look for the relevant department "public relations", as to whether the project meets the approval criteria, or whether the approval process has been completely weakened or even ignored. Secretary Wang said, "The urban outdoor advertising must have a scientific plan in order to have a better development. At present, the density of led displays in many cities in China has reached or exceeded that of large foreign cities. There is no systematic system in this area. The regulations are all managed by local governments. Failure to follow the principle of city supporting in the number of led displays will directly lead to further deterioration of the entire market, and the final result will be that the state has introduced special measures to clean up and rectify the led display."