With the advent of the digital age, traditional media and its living space are constantly being pinched by emerging media. However, compared to the difficult situation of TV and newspapers, outdoor advertising has a different fate because of the uniqueness of LED screens in terms of audiovisual.
As outdoor LED display brings a new situation and influence to outdoor advertising, its trend of mediation is gradually being developed by the media industry, which has huge growth potential.
At the time of consumption upgrade, since the outdoor LED display has a fixed position, it can become an area sign. With the characteristics of different forms of expression, high plasticity, high arrival rate and good transmission effect, outdoor LED display also has many advantages, such as great influence on mobile people, stronger reality, need for repetition, high speed of information arrival, etc.
The best viewing distance of conventional P10 and P8 displays on the market is 8-24m and 10-30m respectively. When viewed from a close distance, the "grain" of the image will be clearly seen. However, when the end users require a higher display effect of the display screen, the outdoor LED display with smaller distance will surely become more popular.
With street lights flashing day and night, outdoor LED display not only adds color beauty to the city, but also causes light pollution for many people. In recent years, with the development of trade, the environmental problems of light radiation caused by the outdoor LED display near the city business ring cause more and more people's complaints. Especially with the government focusing on environmental protection and raising people's requirements for the living environment, the problem of light pollution cannot be ignored.
Therefore, in the future development, outdoor LED display manufacturers must conduct production according to the relevant "standards" in order to comprehensively improve the performance of their products in order to control the efficiency of their products. LED display light pollution results.
As for the product itself, we will develop outdoor display products that can further reduce human eye discomfort. In fact, in terms of LED display technology, many products can automatically adjust the brightness according to different environments through their own system.
At the same time, multi-level grayscale correction technology greatly improves the excessive hardness of the colors, making people feel more comfortable when seeing the colorful screen. These methods can significantly reduce "light pollution" in cities. More importantly, we still need to give some thought about standardizing the management and operability of the implementation so that outdoor LED display can truly enter the standardization era.
The focus of competition in today's outdoor LED media industry is how to realize the interactive integration of audience and media through the application of technologies such as APP and AV technology. .
The new outdoor LED media, which continuously enhances the interactive function, not only becomes a platform for the audience to more conveniently collect and exchange information, but also attracts more and more spectators to actively participate in the events. media activities.
More importantly, it will also lead to larger-scale secondary communication. As the interactive function of the new outdoor media is fully integrated into the daily life of the audience, the media effect will inevitably increase in terms of the geometry and value of the "must choose" outdoor media. can be naturally highlighted.
Outdoor LED media also has its own users. To better understand the "viewing behavior" of the user, a media database must be set up. The database of outdoor LED media is different from traditional media and network media. Its object is changing. There is no limit of time and space and there will be no trace during viewing. However, "media integration" provides a good idea for building databases.
Outdoor LED media is static, but its audience is mobile. Every mobile audience has an almost uninterrupted signal generator - the mobile phone. Therefore, the object of the outdoor LED vehicle can be found by determining the object range around the LED vehicle and tracking the information of the mobile phone user.
In addition, the content installation of outdoor LED media is also a problem that big data needs to solve. Each media has its own capacity standard, TV has its own program duration, newspapers have their own layout, and outdoor LED media must also have their own capacity - screen capacity. Screen load consists of two criteria: one is the total duration of the ad rotation and the other is the duration of an ad.
The establishment of these two standards will depend on the visual length of the audience surrounding the media. By studying the complexity of road conditions, car dealerships and pedestrian speeds, the time interval from viewing LED vehicle information to the end of passive viewing is determined. to set the screen load of each media and achieve the optimal transmission effect of the media content.
As an important element of city image, landscape, culture and lifestyle, the future development of outdoor advertising will certainly be influenced by urban development trends. In recent years, the city is gradually developing towards environmental protection, livability and future. Combined with the trend, it is not difficult to foresee that the characteristics of "futurization, digitization, environmental protection, virtual reality, stunning interaction and large scale" will certainly become a development idea. of outdoor advertising.
Traditional outdoor advertising methods hardly stand out from the competition of many identical, repetitive and equivalent advertising information. Information dissemination technologies, which are represented by 3D to the naked eye, and new projection image technologies, especially digital multimedia visual communication technologies, have developed rapidly over the years. Recently, great progress has been made.
In this situation, the new outdoor media still needs to consider the needs of the audience and enrich the visual performance of the media to realize the upgrade of the media effect and complete the scope. micro-communications unimaginable before.
Facts have proven that outdoor advertising can continuously meet the audience's visual needs for innovation and change, and create classic myths with the development of technology to further increase endless attraction for itself by innovation.
Arguably, there is nothing in the world that cannot be sold. The vacancy rate of many large display screens is more than 70% as high advertising prices cannot attract enough brands.
The root cause of high prices is not only the higher initial purchase price, but also excessive spending on electricity and energy. LED billboards in the United States have also been questioned by environmentalists, who point out that the energy consumption of such all-day LED billboards is 30-46 times that of households normal family in the United States. The American Outdoor Advertising Association has issued a warning to reduce the power consumption of LED screens by 5/6, requiring power consumption to be reduced from 660 watts to 110 watts per square meter.
Nowadays, some LED display manufacturers in China have reduced to 100 watts per square meter. Mesh screens are a good choice.
Outdoor LED display will continue to grow at a high rate in 2019. The outdoor LED display market accounts for nearly half of the LED display industry. It will also continue to face fierce competition from major manufacturers.
In addition to continuously optimizing the requirements for quality, display area, personalization customization and environmental protection, the after-sales demand driven by high standard services will also increase. These will be the key factors to widen the competitive gap and gain market share. Whoever can take the lead will be in an invincible position in the future market competition and lead the new round of market demand.
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Posted by: Admin - Date: 31-01-2023
