Nowadays, more and more digital outdoor large screens (this article refers to LED big screens) have become an established fact. According to incomplete statistics, LED screens of various shapes, sizes, locations, commercial and non-commercial applications in the Chinese market do not include LCDs, and there are about 200,000 pieces. However, from the data of Zhongtian, the proportion of large screens in total outdoor advertising revenue has been fluctuating between 10% and 14% in the past five years. Although the number of large screens is large, the idle resources of large screens are also increasing. Increase (more than 70% of LED outdoor advertising display vacancy rate as high as 70% -80%). Therefore, de-stocking and improving profit margins have become the urgent needs of LED screen operators. The transformation and upgrading methods such as one-stop precision platform and self-media operation that have emerged around destocking have been discussed and practiced in the industry in recent years. Hot proposition. In this issue, we intend to talk to you about the branded self-media operation of LED screens from the perspective of operators and customers. What is the self-mediation of the big screen? First of all, what is self-media? We Media, also known as “citizen media†or “personal mediaâ€, refers to the patriots, civilians, generalization, and autonomy of communicators, with modern, electronic means to the most specific Or a general term for new media that delivers normative and non-normative information to a single individual. It seems to be a bit complicated, simple. The so-called self-media is your own media, everyone is the media! If used on the LED screen, it is the brand or individual who uses this screen as their own screen for a certain period of time. You can think of the LED screen as an enlarged version of the phone and play with all kinds of interesting tricks. In a certain sense, the current LED screen is also the “self-media†for brand payment, but the brand’s complete autonomy for the content to be broadcast cannot be created without any restrictions due to factors such as policy, technology or thinking. With the emergence of real-time accurate platform for LED screens, and the relaxation of outdoor advertising content approval policies, as well as the gradual popularization of new technologies and new gameplay, the brand's innovative placement of LED screens and self-media operation will be the general trend. This also fulfilled KK (Kevin Kelly, founding editor of the US "Connected" magazine) a prediction of the future, that is, "Access is better than ownership", in the era of the connection of all things, the rights and business brought by the entrance, connection The model will be much larger than the property rights represented by possessing something. The LED screen embraces the connection and opens its entrance to the platform or brand. Compared with self-employment, the ending will be completely different. This is not only the problem of 10 customers and 100 customers, but also the LED screen can be intensively used and used to the best of its ability. The problem. LED large screen or any digital media (except for the use of LED screens as big names), not connected, not open, only slowly disappear. Three ways to play large screens from media operations Based on the above definition of large-screen self-media, it is not only simple to open the big screen idle time to customers or platforms. As far as the current industry situation is concerned, it still needs breakthroughs in thinking and technology, including commercial aspects. The game should consider the cost of time and customers, that is, how to increase the customer and income source for the advertising screen through self-media operation, and does not affect the normal operation of the screen itself. Referring to the practices of some brands and operators at home and abroad, we have summarized the following gameplays of large screens from media. 1. Self-operated big screen, free to play If the brand is optimistic about a certain position, directly rent, all-inclusive or buy out an advertising space, and play its logo or brand and product-related content for a long time to show the brand's determination to enter the market. For example, many big screens in Times Square are like this, they are directly operated by brands rather than media companies. For this mode of operation, the brand is of course implemented as soon as possible. If the investment in self-operated large screen far exceeds the cost of directly placing the existing large screen, the brand should choose another way. Forever 21 rented a storefront in the square, and then built a large screen. In addition to the hardware-related input, the screen fee was covered by the rent. Other inputs were small heads. This kind of gameplay is naturally more than just renting a block screen in the square. The effect is even better. With the integration of online and offline, the online operation of the storefront, or the direct opening of the store through the big screen will be a practice for the future brand. In the key locations of key cities, this is not simply for sales, but also for influencing and occupying people. . 2. Partial buyout, innovative placement The brand cooperates with its own marketing strategy and chooses to buy out part of the broadcast time of the big screen in a certain period of time, and plan innovative advertising activities. This is some of the practices that the industry has gradually popularized from the point of view. We can look at a recent case. One of the largest outdoor media companies in the United States, OUTFRONT Media (formerly CBS Outdoors), recently made an innovative advertising campaign for JetBlue on the big screen in Times Square, New York (JetBlue Airlines and Barclays Bank launched JetBlue Credit Card, JetBlue) The purpose of this advertisement is to prove that consumers can fly faster and travel more easily after they have this card and their app. During the ad serving process, OUTFRONT's Android-based advertising screen uses the real-time traffic and flight data generated by the Google Maps API and the JetBlue app to accurately calculate the distance from their geographic location to the JFK airport. As soon as you get a JetBlue flight, how long does this process take and tell them how to get to the destination in the fastest way possible. It must be mentioned that the JetBlue advertisement can be realized. The ON Smart media platform behind OUTFRONT is indispensable. In short, the platform is an app-driven cloud ecosystem that integrates hardware, software and content. And the data, in an unprecedented way on the outdoor screen for consumers to send real-time, large-scale advertising information that is closely related to them and can participate interactively. At present, due to limitations in technology, policy, and thinking, there are few creative ideas for digital outdoor large screens. Our common practice is to place advertisements on a weekly or monthly basis. The screen or video is completed in one go and nothing new, and then many brands The ads are put together in a loop. If we have a system like the ON SMART media platform, it will not be a problem to extend the innovative outdoor large screen from point to point. Recently, UK-based Bauer Media Co., a creative technology company, Flux, has launched a series of outdoor advertising based on audience data on Kong's outdoor digital media. Bauer Media's Kiss FM, Hallam FM, Radio Aire and other broadcast brands use digital advertising screens to play real-time, personalized content streams to their target audience. For example, KISS FM plays the live picture of the All-British Music Award on the big screen, and Hallam FM and Radio Aire present news events, traffic conditions, birthday wishes and other information on the big screen. This is equivalent to the broadcast content of Bauer media integrated into the large digital screen of Kong outdoor, the content is advertising, because of relevance and personalization, consumers also like it. Broadcasting is the customer's “self-mediaâ€, and the big screen is the “self-media†of broadcasting. The broadcast and big-screen customers can support each other, and the benefits of customers, broadcasting and big screen are maximized. Among them, data and algorithms, playback technology is still the key. This is the development direction after the big screen. At present, the content is broadcast in a time-based manner only to meet the customer's traditional sense of demand. At least the next step will be to make more accurate advertisements based on the audience data, but the real thing is to make the big screen become The brand's self-media, big screen should do a good job similar to OUTFRONT and Kong outdoor, the existing broadcast control system may not solve the problem of further development of the big screen. 3. Based on the data, there are targeted As long as the brand can use the time period, it is the media time of the brand itself, do not care about all-inclusive or partial package, effective is the last word, how to make the media effective and prove its effectiveness? Let the data speak. In this regard, the clear channel is outdoors in front. It is not only through the location and composition data of the audience to make accurate reference for customers, they even appointed a special programmatic purchase person. With more accurate segmentation of audience data, as well as more sophisticated big-screen time-sharing, combined with sophisticated and sophisticated labels and price algorithms, the brand wants to buy advertising for a certain period of time, buy a few seconds or even a second of advertising, you can also Trigger a specific ad screen based on specific data. For large brands, it is idle and useless for large screens. For small brands or individuals, this may not be the case. If people are willing to spend thousands of dollars to appreciate their favorite anchors and listen to a network of questions and answers, It is not difficult to imagine that after 00, I am willing to pay to play games on the big screen and advertise for the idols. After all, the world belongs to the digital indigenous generation. The big screens can be changed without adapting to them, but they may not adapt to these products of the 20th century. The self-mediaization of the big screen is its own de-mediation. Every effort is made to open the large-screen period to the brand and individual for use and sharing through technical means. Technology is on the one hand, and more importantly, human nature. If the brand and the individual can't find such a feeling of belonging to themselves, the media is just a false proposition. I am afraid it will not go far. Golf Cart Charger,Electric Forklifts Charger,Electric Motorcycles Fast Charger,Battery Charger For Ebike HuiZhou Superpower Technology Co.,Ltd. , https://www.spchargers.com.jpg)
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