How to operate outdoor LED large screen billboards
Outdoor LED large screen is no longer a simple outdoor advertising broadcast media display platform, it can also play news, information and other video content, forming a new public service + news + information + advertising outdoor media, the audience and Words, have a higher value of access to information. And these are the traditional outdoor media can not match. Since then, outdoor advertising as the newspaper advertising and keep pace with the two carriages gallop advertising market, as advertisers choose to put out two important forms of outdoor advertising.
With the rise of urbanization, outdoor advertising has become the city of access to commodity information sources of the main channels and carriers, walking in the bustling city streets everywhere can be published brand information product plane, three sides and single column. According to the CTR "China advertisers advertising marketing report" conducted by the relevant advertisers survey, the advertising industry as a whole to the good trend, as outdoor advertising segmentation, LED advertising has grown into a field of outdoor advertising Support the army, and in the overall market advertising steadily, firmly occupy the third place in the outdoor advertising market share.
And outdoor LED large screen advertising is a number of large brand manufacturers, its modern, dazzling, high-end atmosphere of the media characteristics also determines the outdoor LED media's own attraction and influence. In recent years, the major brand manufacturers due to the outdoor LED large screen continued to run, effectively led the rapid growth of the advertising market.
However, the LED large screen is mainly built in the major cities of the traffic arteries and core business district, and each screen cost a lot of money, a cost of LED display construction costs up to several million to tens of millions, plus municipal, Leasing, approval, every link needs to spend money, resulting in some outdoor advertising companies can not easily get involved in LED.
Not only that, outdoor LED large screen advertising rental price is also very expensive. Shenzhen Shennan Road, an office building, an area of less than 300 square meters of LED advertising bit to shoot a 6-year high of 30 million yuan of rent; Guangzhou, a media company to more than 10 million yuan in the acquisition of a high price LED; Shanghai, a core location of the transformation of LED screen, land acquisition costs have been carried to 15 million yuan. Such examples are numerous.
Outdoor LED large screen high cost of the price, so that its advertising positioning naturally higher, this ad set the high threshold, making some of the outdoor advertising business advertising agencies and advertisers discouraged. A real estate company Shanghai company marketing director said that at present they have not tried outdoor LED, one is that the price is relatively high, and because the LED large screen advertising fast rolling the characteristics of the people worry about: "so many advertising loop When our ads are broadcast, our target customers may have left. "
There are small and medium-sized business owners believe that the outdoor LED large screen for small and medium enterprises and not well-known brands have some limitations, put on outdoor LED large screen advertising is not expensive, mainly LED advertising brand image requirements High, for the general small business is not suitable for.
In addition, the sound is also an outdoor LED large screen advertising effect of a major bottleneck. Due to the special geographical location of the city's core business district, the city does not allow the LED to play a lot of sound when playing an ad, and even limits its volume, which causes the LED big screen to play the ad because of the sound restrictions Affect the effect of advertising.
The reason for this makes a lot of large screen holders of LED screen owners are at a loss, many LED large screen operators said, operating outdoor LED large screen and put LED advertising funds threshold is high, not anyone can afford of. According to the eagle head outdoor advertising network research data show that the current outdoor LED large screen media operators in 75% of the loss state, 15% break even, only 10% of the operating profit, of which more than Qi Cheng outdoor LED Large screen vacancy rate of up to 80%.
In addition to the large screen vacancy rate of high reasons, the advertising mode of operation is unreasonable, more dispersed media resources and other reasons is also caused by LED large screen operating difficulties of the main factors. The pace of urbanization has accelerated, so that in recent years, the major cities in the country more clearly divided area, clear, and the more detailed distinction between urban functions, choose to put LED large screen advertising media position should be more accurate.
In order to make the launch of LED large screen advertising advertisers get more valuable communication effect, LED large screen operators will be based on the different attributes of advertising goods and targeted by the specific audience, for its precise choice of place, and the use of market research data for advertising The main provider of tailor-made delivery program, continue to be satisfied with the dissemination of advertisers to provide support and help. Second, the industry that can also broaden the LED large screen construction channels, Beijing Qingmei Road and landscape design agency co-founder Wang Tian suggested that LED large screen operators in the construction, location LED, should be thinking open some Whether combined with other areas to highlight the biggest advantage of LED large screen.