How to treat the digital trend of elevator advertisement? -trend WP602

Digital transformation not only restarted the vitality of the elevator advertising market, but also promoted the development of the elevator advertising market. Digital delivery is quite effective in attracting new consumers and increasing the purchase of existing consumers, and it also magnifies the marketing value of elevator advertisements.

First, de-intermediation and establish digital thinking of outdoor media.

In the past, when advertisers needed to place outdoor advertisements, they needed to negotiate with a large number of media, which led to high manpower and time costs, so the intermediary role of agencies became particularly important.

The appearance of digital outdoor media has subverted this model. According to the offline behavior of users, programmatic buying calculated the model prediction on the basis of data collection and analysis, positioned the audience that advertisers need to match in real time through the digital outdoor advertising platform, and accurately matched the audience with the displayed content. The realization of programmatic buying needs the interaction between demand-side platform (DSP) and exchange platform. Include real-time bidding mode (RTB) and non-real-time bidding mode (non-RTB).

The advantage of programmatic buying lies in that through accurate marketing mode, advertisers can directly purchase audiences, which simplifies the purchase process, saves the cost and time of media purchase for advertisers, ensures that advertisers can get accurate feedback on advertising effects, and solves the problem of low media purchase efficiency. Programmatic buying has achieved standardization, transparency, accuracy, real-time and scale, and has become the general direction of outdoor media industry in the future.

Advertisers only need to focus on the digital outdoor advertising platform to put advertisements, so they can cover the broad masses of people, reduce costs through precise marketing mode, and achieve the expected publicity effect.

On the contrary, under the traditional outdoor advertising framework of human purchasing mode, advertisers need to make a budget framework in advance and then schedule the media. Advertising is relatively fixed, and the change in the middle also needs to go through a complicated process. Through programmatic buying, advertisers' delivery time and form are more flexible, and the budget can be allocated and controlled reasonably, which can improve the advertising efficiency and reduce unnecessary labor costs.

Second, strengthen interaction and enhance the interactive experience of outdoor advertising.

Generally speaking, consumers stimulate consumption demand through traditional outdoor media channels, but it is difficult for consumers to interact effectively with brands through single advertising display, so consumers are in a passive acceptance state and the marketing effect will be reduced accordingly; Digital outdoor advertising can increase consumers' cognition of the brand and user interaction experience from offline, make the brand interact with users emotionally, deeply understand the brand's values, and form a communication effect through offline feedback to online.

Therefore, in the era of experience economy, digital outdoor advertising not only has interactive technologies such as QR code and AR, but also will have technologies such as live broadcast, voice chain code interaction and face recognition, providing consumers with changeable, dynamic and novel interactive experience forms in all directions.

Third, let the marketing communication market pattern undergo major changes.

Deloitte predicts that by 2025, the total marketing communication market in China will reach11110/600 million RMB. In the field of outdoor media market segmentation, the structure of marketing communication industry is changing, the value growth of traditional outdoor media is obviously slowing down, digitalization is the trend of future industry development, and the proportion of digital outdoor media purchases is rising sharply, which is the most important growth point in the future.

At present, traditional large-scale outdoor media communication organizations actively promote digitalization to expand into industrial chain, and build a "one-stop" service capability by establishing key capabilities such as digital purchase technology, social marketing and big data analysis, and change from the traditional mode of "selling advertising space" and "piling up people" to the mode of "selling partners". In addition, Internet giants are also actively laying out the offline marketing service market, and by virtue of their huge network customer base, mature digital technology and platform and cost advantages, accelerate the offline traffic.