High Brightness P10 1/2 Full Color LED Digital Sign For Front Maintenance

High Brightness P10 1/2 Full Color LED Digital Sign For Front Maintenance 2017 digital outdoor will account for 50% of outdoor advertising revenue The digital age has weakened the living space of traditional media. The position of television as the industry leader has been surpassed, and paper...

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High Brightness P10 1/2 Full Color LED Digital Sign For Front Maintenance  



2017 digital outdoor will account for 50% of outdoor advertising revenue

The digital age has weakened the living space of traditional media. The position of television as the industry leader has been surpassed, and paper media has been transformed to find a way out. Compared to the decline in traditional media business, the story of outdoor advertising is quite different. Nowadays, outdoor advertising has become more and more widely used in the scenes we live in, and the forms are more varied and diverse. The emergence of Digital Outdoors (DOOH) is also imperceptibly changing the way brands interact with consumers. It is estimated that in 2017, digital outdoor share will reach 50% of all outdoor income.

First, dynamic and interactive content

The real benefit of digital and outdoor is that it is a form that expresses ideas through dynamic content. The audience can instantly experience and interact with them. And, it can also integrate third-party technologies such as touch screens or mobile phones. In the scene activities, encouraging consumers to participate in brand information interaction is usually the most important way.

Due to the limited creative cost, advertisers who choose to use digital and outdoor are limited. However, with the popularization of digital and outdoor, the improvement of quality, dynamic content, and the introduction of interaction are also an opportunity for the brand to innovate.

High investment will also bring high returns. If the outdoor advertising in the same location is transformed into digital outdoor, then for 60s digital advertising, it will create twice the value in 10 seconds than before.

Second, flexible scheduling

Digital outdoor is flexible in the time and length of play. Unlike traditional outdoor advertising, which has a fixed launch period, digital outdoor can start and end at any time.

Because it does not require technicians to change screens, even using wireless technology allows users to upload and schedule content remotely.

In recent years, the outdoor advertising industry has upgraded and digitized its inventory. The number of digital outdoor screens has increased from 2056 in 2009 to 17,000 in 2017, and the investment cost has exceeded 100 million pounds.

Outdoor media owners themselves will regularly improve their infrastructure to provide a better environment for digital outdoor use.

Third, highly targeted advertising

Digital outdoor real-time data can provide potential customers with specific content, and provide different versions of advertisement content for various venues according to factors such as audience, time, season, and weather.

Advertisers often choose to play their own ads for the best time for digital outdoor play, which also makes the advertisement more expensive.

Dove designed an advertisement in Times Square, New York, to synchronize relevant weather data to digital billboards - a shower in the rain. If New York rains, the lady on the billboard will bathe with Dove products. This form is a creative experience that is tailored to the local weather.

4. Will the outdoors be completely digital?

Digitization of outdoor advertising is a trend in the industry's future development. Brands want to find audiences quickly and accurately. Digital outdoor provides data and information that traditional outdoor advertising can't provide.

In Canada, Outfront Media has launched its own real-time analysis platform and has reached a cooperation agreement with the mobile network Cellint. By accessing a large amount of data from Celint, the platform will track the frequency of all clicks per hour, weighting these browsing data.

In London, tfl (Transport for London Transport Authority) passed a four-week trial to study the data of 5.6 million mobile phones connected to the London Metro WiFi, trying to understand their surfing habits.

Through the gradual understanding of people’s activities and even details of where they are located, it is very likely that the cost of digital outdoor screens will be valued based on the cumulative degree of data in the next few years. Traditional outdoor advertising will enter a transitional period, and digitalization will certainly be the future direction of development.


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