How to Win ® More Advertising Budget in 2024?
Traffic advertising has been loved by many companies since its birth, and even claims that the era of "traffic is king" has arrived, and the biggest feature is that it is quantifiable.
Through the technical means of the Internet, the conversion rate of advertising can be calculated, so as to calculate the customer acquisition cost of each customer.
But don't forget, the flow rate is quantifiable, and the flow pool will always leak. Especially in the era of digital marketing, more and more brands are shifting their strategic planning and media buying from "single channel" to "multi-channel mix".
As OOH advertising becomes more trackable, advertisers are rethinking how OOH media fits into the marketing power ® of their media planning portfolios.
01
shortcut
With the advent of the digital era, brands are seeking shortcuts to "improve", and from the perspective of the overall environment, the dividend period driven by quantitative change has gradually ended, and a new round of reshuffle brought about by qualitative change is being staged in all walks of life.
In addition, the global inflation background, geopolitical conflicts, and the frequent occurrence of extreme weather under climate change are bringing a series of tests to Chinese consumer brands.
In the face of complex and volatile market conditions, it is particularly important to release influential brand messages directly to the audience more efficiently.
According to statistics, between 2021 and 2022, OOH advertising revenue increased by 24.2%, achieving double-digit growth for the second consecutive year.
Digital out-of-home advertising is becoming one of the fastest-growing advertising mediums in the world.
Outdoor media also relies on unique consumer touchpoints (which cannot be achieved by online advertising channels) to achieve repeated reach of the audience by means of high-frequency exposure and digital presentation in the traffic scenes that the audience must pass through every day, so that the brand information can reach the target group more accurately and effectively, and strengthen the brand influence.
(National media published in Yihe Media Bus)
Therefore, in the selection of outdoor advertising, it is first necessary to ensure the audience positioning function of the selected outdoor advertising media, because one of the important strategies for brand success is to achieve effective communication and interaction with consumers, and use data positioning to analyze the matching degree between the target group audience and the brand, so as to maximize the accuracy of advertising;
The second is to have an in-depth understanding of the media library of the selected outdoor media, and through the form of digital media, get close to the consumer group and complete the brand output.
The important transportation hubs in the city are the daily life trajectories of the city's mainstream consumer groups, and as a result, the digital high-definition smart screen for outdoor traffic scenes has also become the offline mainstream media that detonates the brand.
02
Targeted
In the era of digital marketing, brand owners pay more attention to product and efficiency synergy.
In the process of digital transformation and upgrading of marketing power, it is difficult to find a balance between brand effect and actual sales results, so how to use digital technology to shorten the distance between users and consumption paths?
At present, the marketing power channels are diversified.
For example, social media, content marketing, and experiential marketing are diverse, and the competition in the advertising marketing environment is becoming more and more fierce.
More and more brands are choosing to reach consumers on outdoor advertising screens during their daily commute, on their way to purchase, and around physical stores.
This full-funnel marketing power strategy plays a key role in the overall consumer decision-making by reaching a highly engaged target audience and generating tangible marketing power results.
Outdoor advertising reaches a large number of audiences at scale, while targeting specific traffic trajectories in their daily lives, and radiating to workplaces, leisure or shopping venues, effectively conveying information to the target audience.
Especially in the era of continuous media fragmentation, the media must help brand owners break the pain points of marketing power and achieve product efficiency synergy through sophisticated advertising content + high-quality outdoor media + accurate digital marketing strategy, so as to enhance their own brands, stand out in the market, and increase sales!
(National media in the high-speed rail media)
From the perspective of the brand, sales is the long-term goal of the brand, and from the perspective of media companies, how to promote brand sales is the key to get more budget for outdoor advertising.
The trend of consumer groups is the flow of the brand's budget, and how to grasp the budget of outdoor advertising media must first learn how to use technology to help brand owners capture potential target customers.
In the face of budget pressure, dynamic digital out-of-home advertising has become an effective choice to increase brand exposure and sales conversion due to its cost-effective, topical and adaptable characteristics.
03
The spread of DOOH exceeded expectations
How can non-leading brands stand out from the crowd in the bustling areas of big cities or along highways, but dynamic digital out-of-home advertising (DOOH) is relatively scarce, accounting for only 2-3% of outdoor advertising.
The survey found that media people generally overestimated the market share of DOOH, with an estimated proportion of 15%, which shows that the influence of DOOH in people's minds far exceeds its actual proportion, and the communication effect is amazing.
04
The DOOH situation is full of topics
Glasses-free 3D brings ads to life, data analysis accurately captures people's hearts, and IoT technology enables seamless connection between ads and smart devices...... If you can fully grasp the cutting-edge technology in the field of advertising, you can not only make the advertisement more eye-catching, but also make the advertising content and the surrounding environment have a linkage effect, so that the target audience can take the initiative to carry out secondary communication.
For example, the content of DOOH can change in real time with the environment, such as adjusting throughout the day based on the passage of time.
Taobao launched the "Night Taobao" series of outdoor light box advertisements cleverly using UV double spray technology to show two faces day and night, low-key during the day and bright at night. This idea not only won praise from netizens, but also touched the heartstrings of young people, reflecting the true portrayal of their struggle during the day and enjoying life at night.
DOOH can also be pre-programmed to respond in real-time to weather conditions or breaking news stories. A good example of this is News UK's Times Radio programmatic ads, which are updated in real-time based on UK election dynamics.
Passers-by will see different ad content at different times, dates, and locations, and digital ad content will be available shortly after the news release.
05
Responsive ad technology is the new favorite
In the world of advertising, speed is key. Responsive ad technology acts as a conductor, keeping ad content in line with viewers' interests and reacting quickly to hot events. According to Clear Channel research, digital out-of-home advertising increases conversion sales by an average of 17%. If you add interactive technology to your ads, you can increase performance by another 6%. This shows that dynamic DOOH can really increase conversions and make ads more effective.
Digital out-of-home advertising (DOOH) is becoming the new darling of the advertising industry with its stunning visuals and immersive experience. It not only revolutionizes the face of advertising, but also builds a bridge of communication between brands and target audiences with innovative pace and flexible means, opening a new era of unprecedented interaction.
06
3D injects new vitality into brand marketing
In the digital wave, 3D x live content is gradually changing our visual habits and brand communication methods with its unique charm. This seamless combination of virtual and real not only brings a shocking visual experience to the audience, but also injects new vitality into the brand's marketing power.
Online, creative CGI videos are making waves on social media. You may remember the "Big Ben in a North Down Jacket" that swiped like crazy on TikTok and Instagram, or Maybelline's video that made mascara sticks huge. These seemingly simple videos have garnered tens of millions of views and millions of likes in just a few days.
Their success stems from a deep understanding of Tech + Design: 3D technology to create a unique visual spectacle by scaling up the product to exaggerated dimensions and blending it into a real outdoor scene.
This form of content is short and concise, but it can quickly grab the audience's attention and deepen the brand impression.
Offline, the naked-eye 3D large screen has become a new landmark of the city and a new business card of the brand.
@所有人:
I am Mr. Peng Xiaodong, and I would like to thank all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite me to be true love!
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From the "out-of-the-box spaceship" on Chunxi Road in Chengdu to the world's first glasses-free 3D dome in Metro City in Shanghai, these creative 3D animations bring physical buildings to life.
According to a report by the New Thinking Industry Research Center, China's glasses-free 3D market is growing rapidly, and the market size is expected to exceed 3 billion yuan by 2025. This trend shows that glasses-free 3D technology is being adopted by more and more brands and commercial real estate as a new magic weapon to attract audiences.
However, there's more to 3D x reality than that.
This technology is also frequently used in the interaction between brands and consumers. Through AR/MR technology, viewers can scan or wear devices offline to watch and interact with CG animations based on real-world scenes. This experiential and interactive form makes the brand stand out in exhibitions, experience halls, new product launches and other scenes.
For example, Joyoung's brand experience hall has set up an AR interactive area, so that visitors can feel the fun at the same time, but also deeply experience the brand's sense of technology and innovation.
Whether online or offline, 3D x reality blending brings significant value to brands.
First of all, this form of strong visual impact allows the product to be displayed in a flexible size and form, blending into the familiar outdoor scene of the consumer, creating a unique visual spectacle. This kind of content can often highly condense the selling point and amplify the brand characteristics in a short period of time, so as to deepen the audience's impression.
Secondly, this novel form of communication can break visual fatigue, quickly catch the audience's attention, and easily trigger topics and spread online.
At the same time, the visual feast displayed offline will also trigger online discussions, forming a virtuous circle of online and offline drainage.
In terms of specific applications, 3D x reality fusion also shows great flexibility. For example, when it comes to product promotion, brands can amplify their products to the extreme with creative CGI videos, making them extremely focused in time and space, making them easier to remember. The release of Gu Ming's new cheese green grapes is a successful case, and the results of more than 10,000 likes on the whole platform prove the effectiveness of this form.
In terms of marketing activities, brands can be the first to publish videos online to drive traffic to offline activities. A typical example of this is the CGI video of Lancôme's liquid foundation, which attracted a large number of viewers to check in offline through a video set in Taikoo Li Chengdu, where an offline pop-up was held.
In terms of brand promotion, creative CGI videos are also the carrier of brand concepts. The video of Barbie's blind box is a successful case, which not only brings more attention to the film, but also conveys the idea that women are independent, confident and self-reliant, which coincides with the concept of the film.
In addition to CGI videos, 3D x reality fusion posters are also a common form of communication for brands. By combining 3D modeling, rendering or AIGC technology with real-life scenes, the realistic giant installation is "airborne" outdoors, which not only saves physical production costs, but also brings stunning visual effects to the audience.
Xianyu's Penfolds "Hug" activity is a successful case, by turning the virtual "financial report" into a concrete wealth pillow, people can't help but "hug" wealth online. This form of poster has sparked widespread attention and discussion both online and offline.
In addition, the interactive installation using AR/MR technology also brings new possibilities to the brand.
This technology is often used in offline exhibition tours and interactive games, which not only adds points to the offline experience of visitors, but also translates this "sense of surprise" into online Amway sharing.
As the full embodiment of Tech + Design, 3D x reality fusion is becoming a new trend in brand marketing by seamlessly combining virtual and reality.