Outdoor advertising market innovations LED to $50.7 billion

Nowadays, science and technology innovation, increasingly driven the rapid development of the outdoor advertising industry at the same time.According to forward-looking industry institute released "2015-2020, outdoor advertising industry in China market and investment strategy analysis report shows that in the first half of 2015, China outdoor advertising overall TouFangE amounted to 61.5 billion yuan, compared with the same period in the first half of 2014, up 11.6%.Global outdoor advertising market is expected to reach $50.7 billion in 2020.

　　From the above data, we can see a huge outdoor advertising market development, LED display as a new trend in the 21st century, outdoor advertising media, the future market outlook is immeasurable. However, in the major LED advertising carriers competing rise, while outdoor advertising existing problems are exposed one by one, in the form of such a market, forcing down LED outdoor advertising industry must innovate.
1, LED outdoor advertising caught in an embarrassing situation
It is well known outdoor advertising posters from the carrier, light boxes advertising, traditional signs, neon signs and other outdoor evolved to LED display for outdoor advertising provides a richer form of expression to enhance the effect of publicity, to further strengthen the urban outdoor advertising supporting role in image building. Especially in Beijing, Shanghai, Guangzhou, Shenzhen and other cities, LED display and gradually occupied most of the market share in outdoor advertising.
However, at this stage, the fierce competition makes LED low corporate profits, increase production capacity of a direct impact on market supply and demand, price cuts are frequent. According to relevant research institutions found that about 70% of LED outdoor advertising business at a loss, 15% of enterprises in the balance of payments, only 15% of corporate profits over 70% of LED outdoor advertising display vacancy rate up to 70% - 80%, making the whole LED outdoor advertising industry in an awkward situation.
LED outdoor advertising everywhere
Beijing Qing Mei Avenue and landscape design agency co-founder Wong said: "outdoor LED display operating income is relatively stable in the first-tier cities, by the limited impact of the economic downturn, but we can not optimistic, because even in first-tier cities in addition to the general media Landmarks operating outdoor LED display region also declined, income and expenditure closer to, or even a loss, while the second and third tier cities, LED display operating income even less optimistic. "
In addition, Shanghai Advertising Association Outdoor Advertising Committee Director Qiu Dongming introduction: "We are now LED outdoor advertising display screen, a screen roughly the equivalent of the annual income of a traditional billboard three times to six times, which means that its content is hosted there are three to six times as much. " But in fact put the amount of advertising can not be matched. Qiu Dong any analysis, "a centralized information, brand done, already covered with small brands may also not afford to do, especially surrounding the brand, as well as the surrounding crowd advertising demand, there is no way to do." It is understood that general area average about 100 to 150 square meters of advertising screen, every second is about the price of 9 cents, but even 9 cents, and still did not sell a lot of vacant, which has become LED outdoor advertising needs to develop problem-solving.
Currently, we are facing new changes bring big data concept, LED outdoor advertising will also enter a new round of reform tide, if LED outdoor advertising can not break through the existing shackles, then even if the broad market, there will always be some companies It will perish.
2, LED outdoor advertising business how to break the impasse?
In recent years, many outdoor LED large screen have run into a loss predicament, fundamental research, not difficult to find major screen operating at a loss for two reasons: one is the government's strong support and market fueled major cities outdoor LED large screen surge brought the number of market impact, whether it is a local or national scale business operators must face a secondary investment difficult predicament. Traditional LED advertising screen is concerned, even if a customer does not have to play around the clock advertising investment. Moreover, the longer the period of secondary investment gap, the greater the loss of profit, which is most of the big-screen operator inescapable question; the other is the outdoor advertising delivery business model is not very reasonable, LED outdoor advertising standardization, can not really do to a virtuous circle.
That being the case, then the LED outdoor advertising display should be how to break the existing business dilemma it?
LED outdoor advertising business how to break the impasse?
First, accurate delivery LED outdoor advertising outdoor advertising main factors affecting the cost of delivery. "Accurate delivery" Although long been proposed in the industry, but the real market applications is still in its infancy. In recent years, the country has a characteristic of urban planning, zoning clearer, more explicit attribute. We want to understand this understanding, the more refined city's function zoning, accurate delivery LED outdoor advertising more valuable, so that people quickly navigate to relevant information of interest to no purpose than to sell advertising directly effective. Big data collection and should be transported, continuously updated digital media technology for precision of delivery provides greater support.
Next, the LED outdoor display industry existing technologies and innovative outdoor advertising business model combined. Beijing Qing Mei Avenue and landscape design agency co-founder Wong advises: "must not only focus on technology, but only manufacturer to do how small spacing, should open some of the thinking, to be able to combine with other areas where want out, for example, I designed the LED into the lead through the entire building, or ring environment, a bright spot or point of view of the entire environment. "
Before, we always create screen in landmark buildings, landmarks media more accurately should be called landmark media as the best outdoor resources are many advertisers favor, has become in many regions, cities, and even an important way to the national image publicity and information dissemination of one. It can be said is the first landmark after the media, in accordance with the scope of radiation can be divided into regional landmarks, city landmarks and national landmarks. Then we should think about how the future will become a city landmark screen. Wong, for example, said: "For example, at the time of The Place in Beijing made a canopy in the sky this time sensation, The Place is not known, because it actually designed to attract a lot of people in the past experience of the first marquee to follow, later, the country also has many cities to imitate this practice. "this can be explained by using existing technology and materials to design and play its advantages, LED advertising screen will be a great concern.
3, boosting manufacturing outdoor advertising LED display development
Development of LED outdoor advertising LED display technology innovation can not be separated, in the face of outdoor advertising dilemma situation, as a product supplier, LED display manufacturers not only need to ensure product quality, and the need for further optimization and innovation, energy let grafted into more technical. For example, standardized production of LED display components, we will screen on the transmission of information, especially in the future smart cities build process, can play a good role.
Coupled with the development of innovative LED display technology, LED display to be able to integrate well somatosensory technology, 3D technology and AR technology, by mounting the camera, a combination of sensing technology, 3D technology and AR technology, a number of joint control of simulcast outdoor LED display You can quickly generate a detailed data report and adopted relevant algorithm can help advertisers will be advertising to the most appropriate consumers.
It is understood that a lot of outdoor LED large screen manufacturers obviously aware of the development trend of traditional media and the integration of high-tech, high-tech rapid increases in active use outdoor advertising novelty and expression, but also to create a variety of interactive ways to attract audiences interest and participation, such as Qi Puguang electric home AR augmented reality LED display.
The future, into the era of big data, LED outdoor media will face new opportunities, which will also mean LED display manufacturer made more requirements to meet the needs of outdoor media development. We believe that, under the majority of the joint efforts of LED display manufacturers, LED display in the outdoor advertising 2.0 times promising, Big Data occasion, the idea of a better life spread to a wider audience, and we look forward to.