Rui Guan

Commercial enterprises' advertising and media selection

The problems that enterprises and businesses are troubled by when doing outdoor advertising accurately usually focus on the specific media selection. Measuring the audience number of outdoor advertisements has become an indicator. For example, a survey on outdoor advertising audience shows that the area that contacts outdoor advertising machines most frequently is the bustling business district, accounting for 80% of the total audience of outdoor advertising machines; Followed by both sides of the street and transportation, about 60%. More than 50% of people are exposed to outdoor advertising machines while waiting for the bus, and more than 30% of people are exposed to outdoor advertising machines in residential areas and subway stations.

About 30% of the respondents were exposed to outdoor advertising machines at stations, airports and other places, and 20% of them saw outdoor advertising machines on highways. This set of static figures helps us to understand the audience communication of outdoor advertising. In the specific operation process, experienced advertising companies are often needed to consider the media selection, weigh the human factors and environmental characteristics of the advertising area, and choose outdoor advertising media suitable for brand communication. Extensive outdoor advertising is no longer applicable, and outdoor advertising that emphasizes the news effect can't attract people's attention for a long time and can't bring real benefits to enterprises. Now, domestic outdoor advertising machine operators are more specialized, and they can tailor outdoor advertising machines for commercial brands, which has become one of the products that cannot be obtained in the process of brand communication.

Electronic display technology has become the mainstream.

The communication advantages of outdoor advertising are gradually emerging, one of which is that the mature technical support and outstanding visual effects bring people a pleasing experience.

The technical development of outdoor advertising machine in recent years is accompanied by the global innovation and mature application in the field of electronic display technology, which makes outdoor advertising machine change the monotonous billboard face. In 2012, domestic advertisers ranked third in digital media with a market share of more than 16%, but their annual growth rate of more than 15% ranked first among all media, with the largest increase. This also shows that the mature application of modern electronic display technology is affecting outdoor advertising media. The wide application of LED display technology has gained a good application prospect because of its advantages of high screen brightness, energy saving, rich colors and diversified playback modes.

The background of this wide application is that the electronic display screen industry of LED advertising machine is entering a mature stage, which is incomparable to the previous image display technology in terms of economic benefits and performance effects. In the communication of outdoor advertising media, new technology has been able to meet people's needs for color, clarity and dynamic images, and its economy and expressiveness are gradually accepted by advertisers and operators. It is certain that in the future, the electronic display technology of LED advertising machine will gradually replace traditional materials and performances such as inkjet, neon lights and billboards. The application of new technology is attracting advertisers' attention, which urges more brands to use this technology to promote and spread outdoor advertising.

It is precisely because advertisers such as commercial enterprises have gradually increased their investment in outdoor advertising that outdoor electronic display technology is also becoming new, and outdoor advertising machines have re-entered the vision of commercial enterprises' brand stations, so outdoor advertising machines will probably impact traditional media and become new outdoor advertising carriers.