新旧交替LED显示屏现代媒体传播的新动力

In China's advertising market, the competition and contrast between new and old media continue to be obvious in recent years. It has become an indisputable fact that the new media divide the advertising market. Among these emerging media, outdoor LED large screen media has become a force that can not be ignored. Its digital and interactive development trend, and the media characteristics emphasizing expression and technology, have opened up a new space for the development of outdoor media. Based on this background, this paper will make a preliminary explanation of the current market scale, development characteristics and business model construction of this media industry.

The overall market is growing rapidly

In the 30 years since the reform and opening up, China's outdoor advertising industry has experienced the initial stage of recovery and growth in the first 15 years, the foundation stage of rapid growth with the vigorous development of market economy after the "Southern tour speech", the development stage of continuous double-digit ultra-high growth after entering the 21st century, and now it has entered the optimization stage of integration and upgrading.

According to the survey of relevant advertisers conducted by CTR's China advertiser marketing report, 31% of all advertising media "will definitely choose" outdoor new media, while 36% of them "consider choosing". Under the premise of the overall industry to be good, the outdoor electronic screen advertising market is also growing. On the other hand, as a subdivision industry of outdoor electronic screen, the proportion of outdoor LED large screen media in the overall market has risen steadily, firmly occupying the third position.

The report also pointed out that "the target advertisers of outdoor super large LED advertising market are mainly big brand advertisers, and the dazzling and atmospheric media characteristics determine that it can show a more corporate image. On this basis, affected by CCTV's restrictions on liquor advertising, liquor advertising in outdoor super large LED continued to grow in the third quarter, effectively driving the rapid growth of the overall market. "

Standardized development and innovative competition have become the important characteristics at this stage

Driven by the rapid growth of the market, outdoor LED large screen media has become a promising industry. Although in the early development of the industry, the lack of a certain management and control mechanism and the development mode with resources as the core have brought certain adverse factors to the development of the industry, since 2011, with the further standardization of the management of outdoor electronic screen media settings by the state and the more marketing needs of advertisers, the outdoor LED large screen is now entering the standardized development and competition, with the focus on innovation And science and technology as the core competitiveness of the new stage.

In the early days, the main means for outdoor LED large screen media operators to achieve competition is to obtain screen resources in the urban core business circle, traffic trunk road and other points, and the development mode is relatively single. Therefore, when the industry is gradually becoming mature and the core resources of key cities have been fully developed, how to achieve the further growth of single screen efficiency and scale becomes the key for operators to achieve competition. In the fierce market competition, only operators who pay attention to scientific and technological innovation and creative application can occupy the opportunity in the future competition.

At present, the competition focus of outdoor LED large screen media in this stage of development is shifting from competing resources to paying equal attention to resources and technology. Although the importance of resources still occupies a dominant position for a long time, higher screen quality and better visual display effect, the combination of LED technology and digital projection technology, combined with dynamic video and lighting outdoor LED large screen media undoubtedly create outdoor visual space for consumers, and more emphasis on the visual experience of the audience, which can attract consumers Active attention.

On the other hand, with the development of digital technology, the outdoor LED large screen media has the functions of two-way interaction and joint broadcast control, which makes the LED media have a strong ability to cooperate with offline activities, release instant information, live video, cross media integrated marketing, and divide the screen in different ways at any time, so as to better meet the demand In addition, the technological progress also greatly reduces the cost of building screen and the cost of later operation and maintenance, so that operators will focus more financial resources on creative innovation and services.

All of these greatly enhance the value of outdoor LED large screen media, which has been fully recognized by advertisers and laid a good foundation for the industry's growing maturity and standardization.

From the perspective of the growth and development of industry organizations, in the past two years, Phoenix City media, tulip media and Champs Elysees media, as the mainstream media operators in this industry, have jointly occupied 80% of the total market share, forming a relatively centralized market development pattern and building a higher industry entry barrier.

Among them, Phoenix City media is the core representative with creativity and technology as the core competitiveness, and has become the rising star of this industry; tulip media and Champs Elysees media are the typical representatives of the industry pioneers. In addition to the three major operators, there are also some operators that are not mainly engaged in outdoor LED large screen media, such as national army Beiguang media city TV, and regional outdoor LED large screen media operators that are dominant in second and third tier cities, such as telecom media.

The relatively stable market pattern, the emerging forces constantly entering, and the industry threshold gradually improving have laid the foundation for the healthy and standardized development of outdoor LED large screen media market.

Sound operation process and brand new business model

Operation process

In the overall sales and operation process, outdoor LED large screen media operators usually need to complete four main links.

The first is to obtain screen resources from the resource side. Screen resource is one of the core of competition among LED large screen media operators. Through signing agreements or cooperation with channel resource providers, LED large screen media operators occupy screen terminals in important areas of important cities. There are two ways to control the screen resources: one is to sign a long-term lease agreement with the channel resource side to build a large LED screen independently, so as to have the full right to use the screen; the other is to cooperate with the screen owner as an advertising agent, not having the right to control the screen, but only having the right to sell advertising.

The second is the formation and utilization of network resources. After occupying a certain amount of screen resources, outdoor LED large screen media operating companies expand to the whole country, forming the advantages of scale and coverage, providing cross regional network services for advertisers. Network service is the development trend of outdoor LED outdoor media, but it needs strong financial support.

The third is to develop customers so as to realize sales value. Operating companies develop and train advertisers, sell media value, and provide advertisers with more advertising extension services, such as media planning, advertising creativity, and monitoring reports.

The fourth is to evaluate the effect after sales. Through the third-party evaluation report of LED screen and outdoor advertising effect monitoring system issued by professional media companies.

Development and transformation

Similar to the traditional outdoor advertising media, the early business model of outdoor LED large screen media is to rely on point resources to sell advertising time: operators combine the spatial and temporal attributes of a single media point to form certain media products and sell them to advertisers; then non self built media operators and media owners sell them in accordance with the agreement made in advance A certain proportion of profit sharing is allowed. However, through the development and transformation in recent years, under the continuous exploration of some industry organizations, this traditional mode of operation is withdrawing from the historical stage, and a new business model is gradually constructed and improved.

The first is the optimization of single point sales mode to online sales. Due to the gradual development of network technology, LED large screen media has been able to achieve single network control, and all led media owned by operators are connected to a unified network, forming a multi terminal media product released at the same time. Therefore, the birth of this technology has greatly changed the product attributes of LED large screen media, and had an impact on its single point of sale business model.

The second is the optimization of product sales from fixed period to optional period. In the realization of network broadcast control, the corresponding technology also changes the characteristics of the past 60, led rolling advertising broadcast, which can realize the selection and control of time period, so as to meet the needs of advertisers in different periods of time. Therefore, after that, the LED large screen media can be more close to the terminal characteristics of other video media, provide advertisers with a variety of time products, improve the sales force and operation force, and finally effectively optimize their own business model.

The third is the optimization of broadcasting products to interactive products. In the traditional sense, outdoor media is monotonous and broadcast. However, the current interactive technology also allows this media to join the trend of interactive marketing, to meet the audience's interactive media needs, to achieve multi screen interaction and human-computer interaction. Therefore, operators who master this kind of interactive technology can provide advertisers with more diversified media products and more creative planning, so as to change their own commercial sales mode and operation mode and establish new profit growth points.

After a brief analysis of the media value, market development trend and business model construction of outdoor LED large screen media in China, we will continue to answer the related questions about the development trend and trend of this media segment industry in the next chapter.