As a media parallel to film and television, print, radio and other media, outdoor advertising player has advantages in release time - continuous and stable. However, with the increasingly fierce market competition, the cost of outdoor advertising player in key areas is getting higher and higher, which has caused confusion to many enterprises who want to use outdoor advertising player for brand promotion.
In addition to considering the purpose of outdoor advertising, we should also fully understand the audience target, that is, the object of advertising information dissemination. Including the audience's visual perception of the target, visual impact and the impact of public opinion.
Traffic, which is the standard for choosing the location of outdoor advertising. To some extent, the selection is not the position but the flow, which means "exposure". The basic appeal of outdoor advertising is to be seen by more people, and the flow determines how many people will see your outdoor advertising.
The location of interference degree, and the interference degree of the surrounding environment to outdoor advertising is also an important standard for selecting the placement location. According to the experiment, the communication effect of outdoor advertising is closely related to the surrounding environment. Under the condition of constant traffic, the more noisy the surrounding environment, the more types and quantities of outdoor advertisements, the worse the communication effect. Because in such a highly disturbing environment, the audience will often speed up their pace or lose their attention by mobile phones, unable to notice your advertisements.
Audience matching degree, that is, whether the location is the daily activity area of the brand target audience. Generally speaking, the realization of consumer behavior has a process, which can be summarized into three links: see - interested - buy. If the flow and interference determine whether outdoor advertising is "seen", then the audience matching determines whether the audience is interested and whether to buy, that is, determines the conversion rate of outdoor advertising. In general, the appeal of outdoor advertising is to improve the conversion rate and promote product sales.
In order to show strength, establish a strong brand image and establish brand status, it should be put in the center or key areas of the city; For example, a brand places outdoor advertisements in important areas such as railway stations and bus stations in important cities, so as to improve the public awareness of the brand and enhance the brand exposure.
To transmit information, increase the frequency of brand exposure; You can choose sidewalk billboards, traffic advertisements, etc. For special activities such as opening, celebration and promotion, outdoor advertising near special activities can be flexibly used, such as bus stop board advertising machine, outdoor LCD advertising player, community bulletin board, street lamp advertising, etc.
Post time: Jun-06-2022