The Precision of Outdoor Advertising Floor Standing Display in the Era of Big Data
In the traditional outdoor media era, the location of people's traffic is the most important media value for outdoor media to achieve high touch and high coverage. Advertisers are most concerned about "who is the audience, where the target is," and so on. In the past, it was based on the flow of people to determine outdoor advertising. It is difficult to use scientific testing data to support and explain whether the customers' input and output in outdoor advertisements are reasonable.
With the advent of the big data age, LED display technology can quickly generate a detailed data report by carrying a camera, combined with somatosensory technology, 3D technology and AR technology, and help advertisers to put ads to the most suitable consumers through related algorithms.
The latest technology can analyze when people see ads on the billboard, and can identify the age and sex of the audience, and let the advertiser know exactly where the fee for every penny is spent, and does it have the effect.
In November 2015, the "MODS outdoor value system" issued by the new horizon media was based on business data (data source of MODS from about 30000000 active mobile phone users in Guangdong province and outside China), which can be extracted by large data, including media coverage, frequency of media, composition of the audience, length of per capita stay, and cost of thousands of people The key data for judging the value of the media.
Therefore, the big data makes the media industry begin to change from the media standard to the audience standard, greatly helping the outdoor advertisement to make the rational layout and accurate delivery, and bring the utility of the existing advertising resources to the extreme. In order to avoid blindly throwing, while wasting advertising resources, it also brings a series of adverse effects to the city such as light pollution.
Liang Zhiyong, general manager of the Phoenix metropolis media market department, said: "with large data, LED media will be able to connect and connect with the same" 0 and 1 "digital media, so as to dig out the higher value of LED media in the full media integration and communication of customers."