The audience of outdoor advertising is all the public. It can display the corporate image and brand in a fixed place for a long period of time, so it is very effective for improving corporate and brand awareness. Outdoor advertising has been passed down to this day and has not been replaced by other media forms. In recent years, various new media have emerged in an endless stream. However, outdoor advertising is still one of the preferred advertising media forms in the minds of many advertisers, and there is still no other advertising that can replace it. The position of outdoor advertising in the advertising market.
High arrival rate, low cost per thousand people
The reach rate of outdoor media is second only to TV media, ranking second. By combining the target audience, advertisers choose the correct release location and outdoor media, so that outdoor advertising can match the audience's life rhythm very well.
Early outdoor advertising under the guise of posters should be one of the oldest forms of advertising, but the outdoor advertising that has lasted for thousands of years is still young. According to research conducted by the World Advertising Research Center, the cost per thousand people of outdoor advertising in major global markets is generally lower than the average cost per thousand people of all media. Although the price of each media is different, the cost per thousand people of outdoor advertising is still very low compared to the other four major media.
Secondly, outdoor advertising and digital advertising have a complementary relationship rather than a substitute relationship. Outdoor advertising represented by large screens occupies the main entrance of offline traffic and affects target consumers in the real space. Traditional media, mainly large TV screens, affect consumers in the home space. Small screens such as computers and mobile phones are used as The main virtual digital advertising reaches individual audiences in the virtual world. Although digital media currently accounts for an increasing proportion of people’s lives, digital space cannot replace the value of real space.
Outdoor advertising has irreplaceable advantages. A set of data related to outdoor media was queried from the internal reference: 1/3 of consumers often watch outdoor advertisements, and 20% of them almost ignore outdoor advertisements at all. Whether walking or by bus, from Monday to weekend, people spend more than 100 minutes on the road every day. Among them, drivers spend more time, 144 minutes, while the time spent on the road on weekends increases to 166 minutes.
High malleability, rich expression
Outdoor advertising has various forms of expression, has its own characteristics, and has the effect of beautifying the appearance of the city. These advertisements and the appearance of the city form an integrated effect, which often makes consumers more naturally accept the advertising information. Moreover, the uniquely designed and beautiful outdoor advertisements have even become important indicators for consumers to judge brands or products. More importantly, outdoor advertising is also an important part of the media portfolio. According to the survey results conducted by the Media and Market Research Center of Peking University, outdoor advertising has a great influence on consumers' purchasing decisions.
Outdoor advertising will begin to be seen as a direct response medium. As a cardless payment, including special payment and mobile payment, it has strengthened the traction of merchants, and the increase in consumer usage has greatly exceeded that of early users.
Along the trajectory of consumers' actions, outdoor advertising will increase its relevance. As a major brand awareness driver, the sense of form can now become a tool to control real-time procurement.
Strong visual impact and stable influence
Outdoor advertising has a certain nature of compulsive appeal. Even consumers on the road may leave a certain impression because of a casual glance at the advertisement, and leave a deep impression on certain products through repeated repetitions, indicating that it is delivering Effectiveness in terms of information and expansion of influence.
In addition, due to changes in the communication environment, market conditions and lifestyles, advertising media will reshuffle from time to time. Advertising media that are not suitable for the times and consumers will face the risk of being eliminated at any time. Advertising does not have such risks. No matter how it changes, outdoor advertising will only become more and more influential, and its position in the eyes of advertisers will become more and more important, and it will not face the risk of being replaced at all.
Outdoor advertising will become a core part of social and mobile strategies, and we will see more advertising campaigns with outdoor content as the core content, such as the hugely successful "Share a Coke" campaign, a digital launch by Coca-Cola in Times Square Advertising integration activities, combined with large-scale digital billboards, Google search data, mobile and social media, have activated the call to action and opened another new journey for outdoor advertising.
The outdoor advertising media has rich types and diverse expressions, and the above three characteristics can show the reasons why outdoor advertising is not replaced, and outdoor advertising will become more and more important.
