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The Value of the LED Display for Outdoor Advertising Application

2015.06.06



Recent years, LED display is one of the most common advertising channel around us, especially in some big cities. Outdoor LED display advertising paly a core role in the market. People are impressed in the huge screen with vivid picture. As we know, LED display is very expensive. But why is it still welcome by us ? The main reason is it can bring much value to the users. 
 
Due to outdoor LED display has the trend to the HD LED display it is to be the most important media channel. At the end of 2013, there is a research for the people who are mainly from 16 big cities.  By site-blocking way to learn about the audience on the LED display and evaluation of exposure and cognition, but also through in-depth interviews of experts and the audience to understand the LED display touch experience and unique value, from the results of this survey can be drawn the following conclusions.

1.The core business district, casting a unique space value

Outdoor LED Display media construction locate at the heart of most of the city's landmarks, CBD, transportation corridors, and other people with functional traffic-intensive sites. With urbanization and the popularity of the family car, These sites have become an important place for the mainstream population in the city for business and leisure, dining and shopping and business travel, because it has scarce core characteristics, and it also become a form of media marketing value and quality.

2.Comprehensive coverage of audiences
  
Big LED display screen, has a striking, strong visual impact, a wide range of viewing angles and dazzling color and other characteristics, has a good line of sight and ultra-clear picture, coupled with the unique advantages of space, so that the LED display media to attract urban population eye.

According to the survey, we found that the outdoor LED display media arrival rate of 61.8 percent weekly, the average frequency district reach 3.8 times the average  arrival rate of 79.3 percent, 30 percent of the audience have an active interest in outdoor LED display media. Usually people's sight remain to the screen 15.1 seconds at one time. LED display has a relatively stable, repeated exposure to audiences, which is conducive to media LED display effective communication and understanding.

  
3.People's acceptance contribute to the promotion of the advertising

The study found that outdoor LED display can effectively enhance the audience's perception and attitude toward the brand for outdoor media, respondents were more inclined to think that advertising on outdoor LED display brand is the leading brand and the strength of the various sectors brands.

At the same time LED display advertising impressions to enhance the brand and products are also very helpful, 76.1% of the audience is certainly a greater degree of influence of outdoor LED display advertising for brand and product image promotion. Product advertising efforts and thus formed a good brand image,For consumers to buy will have a pivotal role. After contact with outdoor LED display advertising, audience behavior by the advertising effect, resulting in subsequent behavioral intention, which, nearly 20 percent will take the initiative to search for relevant information online, 6.7% directly into the store, 24.7% will try to buy the product.There are 37.3% will be passed to others or actively discuss product information, the formation of secondary spread.


4.High-end audience, significant marketing value

According to the research, we found that outdoor LED display media to reach people having major features of young, highly educated and high income, regular contact with the audience in the proportion of 21-45-year-old was 80.2%, the proportion of college education was 65.9%, in 34.8% the proportion of senior managers, they have stable and higher income, 

In recent years, outdoor LED media operators continue to emerge, but we also see that the outdoor LED display mixed media operator level, but in order to maintain the daily operations of the media, regardless of the quality and content of advertising, have a negative impact on the media image; Therefore, in order to further differentiate and healthy development of the media industry, media and establish a good brand image, and focus on long-term sustainable development and innovation is essential, through in-depth interviews experts also confirmed this view: Innovation and quality is very important to enhance the media, some outdoor media has launched interactive and two-dimensional code scanning and others screen technology, to attract consumers to participate in the process of brand communication, so as to enhance the integration of the value of media advertising.

Outdoor advertising LED display for obvious advantages, not only showing good results and energy saving, although light pollution criticized, but if properly managed, light pollution will be greatly weakened. So most of the well-known LED display manufacturers are actively expanding in outdoor areas, especially on the outdoor vigorously develop small spacing. Future LED display inevitably toward a display screen before the trip better, whether it is indoors or outdoors.

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