in recent years, outdoor led media operators continue to emerge, but at the same time, we also see that the level of outdoor led display media operators is uneven, and in order to maintain the daily operation of the media, regardless of advertising quality and content, has a negative impact on the media image;
1. foundry of unique space value in core business circle
outdoor led display media are mostly located in the core city landmark part-time, central business circle, traffic arteries, as well as places with relatively dense traffic. with the development of urbanization, these places have become the main places for mainstream people to engage in business activities, leisure, entertainment, catering and shopping. therefore, they have the characteristics of scarcity and core, and become media forms with marketing value and quality. according to the survey, the average weekly arrival rate of outdoor led display media is 61.8%, the average weekly business circle arrival frequency is 3.8, and the average monthly arrival rate is 79.3%. 30% of the audiences pay attention to outdoor led display media actively, and the average single eye stay is 15.1 seconds. led display screen has a relatively stable, repeated contact with the audience, which is conducive to the effective transmission and understanding of the information of led display media.
2. high arrival rate, effective coverage of the audience
because of its large screen area, eye-catching, strong visual impact, wide viewing angle and dazzling color, led display has good visual distance and super-clear picture, combined with its unique spatial advantages, which makes led display media attract the eyes of urban people. the survey found that the average weekly arrival rate of outdoor led display media was 61.8%, the average weekly business circle arrival frequency was 3.8, and the average monthly arrival rate was 79.3%. 30% of the audiences actively paid attention to outdoor led display media, and the average single eye stayed for 15.1 seconds. led display screen has a relatively stable, repeated contact with the audience, which is conducive to the effective transmission and understanding of the information of led display media.
3. audience identity, help advertising effect conversion
outdoor led display screen can effectively enhance the audience’s brand awareness and attitude. for outdoor media, respondents are more inclined to think that the brand of advertising on outdoor led display screen is a big brand with strength and leading brand in various industries. at the same time, led display advertising is also very helpful to enhance brand and product impression. 76.1% of the audience affirmed that outdoor led display advertising has a greater impact on brand and product impression. the advertisement propaganda of products and the good brand image formed therefrom will play a decisive role in consumers’purchase. after contacting the advertisement of outdoor led display screen, the audience’s behavior is affected by the advertisement, resulting in subsequent behavior intention. nearly 20% of them will actively search for relevant information online, 6.7% will directly enter the shop for consultation, 24.7% will try to buy the product, and 37.3% will pass on or discuss relevant product information to others actively, forming a secondary dissemination.
4. high-end audience, obvious marketing value
in recent years, outdoor led media operators continue to emerge, but at the same time, we also see that the level of outdoor led display media operators is uneven, and in order to maintain the daily operation of the media, regardless of advertising quality and content, has a negative impact on the media image;