中文版
ENGLISHScenes are an important part of outdoor media marketing DNA
Published:2020-01-11 14:20:32
The position, volume, and shape of advertisements all have an effect on the perception of the consumer, and are directly reflected in the number of consumer purchases. Outdoor advertising is an important element of the urban cultural atmosphere. Outdoor advertising creates a favorable consumption atmosphere with high efficiency, and the direct economic indicators are reflected in its valuable stickiness-reach and conversion rate.
Based on the two aspects of reach and conversion, how can outdoor scenes change their own development requirements for modern advertising?
Expanding the boundaries of brand scene use
For example, the third and fourth-tier community audiences pay more attention to the entire “eating, drinking, playing, clothing, food, living and living” than white-collar workers in business office buildings. Online e-commerce moves retail business from online to offline. At the time, the local scene in the community and its contact with the corresponding audience of the e-commerce brand was an experience in a specific time and space, and it was completely different from traditional online e-commerce online advertising. Try using scenes. Consumers ’time and mood (environment) in the community scene, the possible ways and degree of exposure to advertising participation, that is, the outdoor advertising and the adhesion of its space to the audience directly determine the psychological recognition of traditional e-commerce brand transformation.
Of course, when looking at the public's evaluation of current outdoor advertising, some people think that "the so-called outdoor advertising now requires special equipment, which is no different from a device decoration, and lacks the root of advertising!" However, the purpose of advertising is to promote its own Product, improve the visibility of the product, the meaning lies in how to use good ideas to build a good product image and credibility in the minds of consumers, to impress those who have seen it, so as to attract consumers to increase your interest in your product and ultimately buy the product .
Technology empowerment scene
In this sense, communicating with the outdoor bow-heads has aroused the interest of the audience. A single flat screen display cannot meet the needs. It is necessary to rely on technology to enhance the experience and interaction of outdoor advertising.
We have seen three-dimensional outdoor scene marketing using all the elements in the scene, and we have also seen outdoor scene marketing that uses various technologies to enhance the interactive sharing experience. Adopt leading software technology and foreign film materials to ensure the image is super three-dimensional while still being clear and vivid. AI, VR, face recognition, motion element sensing, outdoor technology combined with technology and screens are more attractive to passersby.
As a point of contact with consumers, outdoor media is the first portal for sales conversion traffic. Graft payment interface, realize the desire to buy immediately through mobile payment; connect online product details page, outdoor advertising attracts interest, and display more product / brand content through mobile terminal.
It can be seen that through the blessing of digital and intelligent technology, outdoor advertising will be upgraded from the scene entrance to the traffic entrance, and the offline scene will be diverted to the online, forming an advertising visual advantage.
With more stable audience contact time and deep integration of technology and scene, outdoor advertising will usher in value reconstruction. In the future, the "Everything is Media" scenario era will bring different gameplay and impact to the outdoor advertising industry.
Based on the two aspects of reach and conversion, how can outdoor scenes change their own development requirements for modern advertising?
Expanding the boundaries of brand scene use
For example, the third and fourth-tier community audiences pay more attention to the entire “eating, drinking, playing, clothing, food, living and living” than white-collar workers in business office buildings. Online e-commerce moves retail business from online to offline. At the time, the local scene in the community and its contact with the corresponding audience of the e-commerce brand was an experience in a specific time and space, and it was completely different from traditional online e-commerce online advertising. Try using scenes. Consumers ’time and mood (environment) in the community scene, the possible ways and degree of exposure to advertising participation, that is, the outdoor advertising and the adhesion of its space to the audience directly determine the psychological recognition of traditional e-commerce brand transformation.
Of course, when looking at the public's evaluation of current outdoor advertising, some people think that "the so-called outdoor advertising now requires special equipment, which is no different from a device decoration, and lacks the root of advertising!" However, the purpose of advertising is to promote its own Product, improve the visibility of the product, the meaning lies in how to use good ideas to build a good product image and credibility in the minds of consumers, to impress those who have seen it, so as to attract consumers to increase your interest in your product and ultimately buy the product .
Technology empowerment scene
In this sense, communicating with the outdoor bow-heads has aroused the interest of the audience. A single flat screen display cannot meet the needs. It is necessary to rely on technology to enhance the experience and interaction of outdoor advertising.
We have seen three-dimensional outdoor scene marketing using all the elements in the scene, and we have also seen outdoor scene marketing that uses various technologies to enhance the interactive sharing experience. Adopt leading software technology and foreign film materials to ensure the image is super three-dimensional while still being clear and vivid. AI, VR, face recognition, motion element sensing, outdoor technology combined with technology and screens are more attractive to passersby.
As a point of contact with consumers, outdoor media is the first portal for sales conversion traffic. Graft payment interface, realize the desire to buy immediately through mobile payment; connect online product details page, outdoor advertising attracts interest, and display more product / brand content through mobile terminal.
It can be seen that through the blessing of digital and intelligent technology, outdoor advertising will be upgraded from the scene entrance to the traffic entrance, and the offline scene will be diverted to the online, forming an advertising visual advantage.
With more stable audience contact time and deep integration of technology and scene, outdoor advertising will usher in value reconstruction. In the future, the "Everything is Media" scenario era will bring different gameplay and impact to the outdoor advertising industry.
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