President of the China Advertising Media Marketing Research Institute, founder of Media Unbounded ®, Marketing Power ®, Guang Zhanshen ®, etc., the first person of the Global Chinese President's Excellent Marketing Power and China's Advertising Media Training, the founder and head coach of the brand competition and cutting leadership art, and the head coach of the God of War Legion to create China's advertising super sales champion; CCTV "Great Power Brand", "Brand Responsibility" consultant, member of the Academic Committee of China Advertising Association, China Advertising Association Distinguished Advertising Marketing Mentor, China Lecturer Network, China Lecturer Alliance, Chief Expert of China's Advertising Media Industry, China Advertising Media Industry Training Leader, Special Lecturer Peng Xiaodong recently attended the forum to share with you: Today, the Internet may have swallowed everything. It may have devoured television, it devoured print, it devoured newspapers, music and books.
But it doesn't, but never will, gobble up the out-of-home media. ”
Whether it is a major Internet manufacturer or a well-known online platform, even if it has its own platform, client, and online advertising media, it still needs outdoor advertising to attract the attention of consumers, and outdoor advertising is needed to help brands firmly penetrate the hearts of consumers!
As a traditional form of advertising, outdoor advertising has become the most important part of modern brand marketing after ® 100 years.
01. When it comes to outdoor advertising, what do you think of?
Is it a huge poster hanging on the exterior wall of a building? Is it a big billboard standing next to the highway? Or a large "backdrop" at a bus stop?
You may not imagine that outdoor advertising can really play like this:
△ 可口可乐户外广告《Real Magic》
Not long ago, Coca-Cola launched the latest outdoor advertisement at São Paulo Airport - "Real Magic", which staged a dimension-breaking relay of "Happy Water" through the naked-eye 3D large screen, realizing the dream linkage between the virtual world and the real world, and bringing consumers a sense of experience in the magic world.
The ad has been viewed more than 120 million times worldwide, resulting in a sales increase of more than 2% in one month.
In China, from more than 20 years ago, Mengniu contracted more than 500 billboards in Hohhot to lay the foundation for brand communication, to NetEase Cloud Music subway advertising screens, to Yuanqi Forest, Yellow Swan and many other new consumer brands staged screenwashing advertisements in elevators, outdoor advertising has always been the backbone of brand communication.
Fig.1 In the early stage of development, Mengniu laid the foundation for communication with the help of outdoor billboards
02. Tutor Peng Xiaodong pointed out: 12 unique charms of outdoor advertising through 100 years
1. The irreplaceability of resources
The distinguishing feature of outdoor advertising from other traditional media is its non-renewable. There is no substitute for outdoor advertising with a unique location and unique performance. The finite nature of resources is the driving force for brand endorsement to drive good communication effect.
2. High arrival rate
With the increase of media types and quantities, the audience is gradually diverted, the information is gradually refined, and the cost of advertising information has increased significantly.
3. Stable influence
From the perspective of future development, it is an evergreen tree of advertising media. Due to changes in the communication environment, market environment and lifestyle, advertising media is on the eve of a reshuffle. No matter how it changes, outdoor advertising as part of the living environment will only become more and more influential. While all the media is in focus, the only mass media is outdoor advertising.
4. Strong selectivity of regions and consumers
On the one hand, outdoor advertising can choose advertising forms according to the characteristics of the region, such as choosing different advertising forms on commercial streets, squares, parks, railway stations, and means of transportation, and outdoor advertising can also be set up according to the common psychological characteristics and customs of consumers in a certain area; On the other hand, outdoor advertising can provide repeated publicity and strong impressions to regular consumers who are often active in the area.
5. Blank mentality
Outdoor advertising can better take advantage of the blank psychology that consumers often generate in public places when they are on the way, going out, and walking to visit. At such times, some beautifully designed advertisements and colorful changes can often leave a very deep impression on people, which can attract a high attention rate and make it easier for them to accept advertisements.
6. Outdoor advertising is rich and colorful
Especially the development of light box advertising, outdoor advertising has its own characteristics, and these outdoor advertising also has the effect of beautifying the city, these advertisements and the cityscape are integrated with the effect, often make consumers accept the advertisement very naturally.
7. The cost of 1,000 people is relatively low
Although the price of outdoor media varies, its cost per 1,000 people (i.e., cost per 1,000 people is the unit of cost calculation for delivering a media or media schedule to 1,000 people or "households"), which is a way to measure the actual utility of advertising input costs. Relatively low, the relevant departments in the United States have made the following statistics on the cost per 1,000 people of the main advertising media: $2 for outdoor billboards, $5 for radio, $9 for magazines, and $10-20 for prime-time television. (Source: Fortune Magazine, March 1, 1999)
8. Strong visual impact
The millennia of outdoor advertising, the ancient practice of setting up giant billboards in public spaces, further demonstrates its effectiveness in delivering information and amplifying impact. A giant billboard in a prime location is a must-have for any company that wants to build a lasting brand image.
The development of high and new technology provides a broad space for the expression of outdoor advertising, and the ingenious combination of photoelectric and art makes the visual impact of outdoor advertising play to the fullest.
9. Innovation in the form of outdoor advertising
In the outdoor advertising works in various cities in the mainland, most of them are graphic works and transplants, but with larger font copywriting and more obvious brand marks, and then add an eye-catching picture. Although it plays a certain role in publicity, it does not make good use of the characteristics of the surrounding buildings and the reception of the target group, and there is still a need to further expand the ideas in the form of expression.
10. Innovation in outdoor advertising performance content
Innovation is the essence of creativity, and it is also the pursuit of almost all advertising people. Due to the limitation of the space and location of many outdoor advertisements, the amount of information conveyed is limited, and the mandatory is poor, which is difficult to attract the active attention of the audience, resulting in most outdoor advertisements = the same form of expression and the content is boring and single.
In order to achieve further innovation in performance content, advertisers need to deeply understand the characteristics of advertising products and further understand the audience's acceptance mentality. Therefore, we should be targeted, simple and complex in the appeal of advertising.
11. Innovation of outdoor advertising expression
12. Innovation in the use of media
Innovative expressions should be made with the help of various environmental factors to make advertising come alive. Outdoor advertising is a big concept, common light boxes, street signs, neon signs, posters, vehicles and windows, etc., different outdoor media, have different performance styles and characteristics, should be creatively used, integrate the advantages of various media.
At the same time, with the rapid increase in the number of outdoor advertisements, the creative issues of advertising and the effectiveness of communication have also attracted more and more attention from the industry.
03. Enduring, outdoor advertising has passed through 100 years in ups and downs
As one of the earliest forms of media communication used by human beings, outdoor advertising can be traced back to the ancient Roman house rental sign advertisements written in hieroglyphs more than 5,000 years ago.
Outdoor advertising in the modern sense originated in Europe and the United States in the 19th century, when merchants began to put up posters on buildings in urban centers to sell goods.
With the advent of the industrial revolution, the means of transportation are becoming more and more abundant, urban construction has reached an unprecedented peak, and the forms and use scenarios of outdoor advertising are also constantly enriched, and modern advertisements such as light box advertising, street sign advertising, and building façade advertising are constantly emerging.
Fig.2 Advertisement on the façade of a building in Europe in 1920
Outdoor advertising in the modern sense has a history of more than 100 years. But looking back, the development of outdoor advertising has not been smooth sailing.
The first wave of shock came from the rapid development of television and radio advertising. In the 50s and 60s of the 20th century, TV advertising in the United States increased tenfold, ushering in a golden age.
During this period, radio advertising also developed rapidly with the increase in the number of radio stations and the size of listeners, which brought a serious impact to the booming outdoor advertising.
However, outdoor advertising has not stopped, and has developed forms such as three-sided flip advertising, neon sign advertising, and bus advertising, which are widely used in urban commercial areas and reach more target groups.
With the continuous extension of advertising methods and lower delivery costs, outdoor advertising has successfully achieved a rebound in growth and re-entered the fast lane of development.
Fig.3 Three-sided flip advertisement, neon advertisement, bus body advertisement
The second wave of the shock came from online media platforms. Between 2010 and 2018, with the popularity of the Internet and mobile devices, more and more advertisers began to place ads on online platforms (such as social media, search engines, and video sites).
Affected by this, from 2015 to 2018, the scale of the outdoor advertising market showed negative growth, falling from 178.8 billion yuan to 168.4 billion yuan.
However, by absorbing digital technology and adapting to the new market environment and consumer needs, outdoor advertising has once again successfully counterattacked.
In 2019, the growth rate of outdoor advertising turned from negative to positive, increasing year by year, reaching 181.4 billion yuan in 2021, becoming the main force driving the growth of offline advertising. After 100 years of ups and downs, outdoor advertising is still enduring and is the most important component of a brand's marketing power ®.
04. Where does the vitality of outdoor advertising come from after 100 years?
The adaptability to continuous innovation according to environmental changes is the core strength of outdoor advertising to come out of the two shocks.
The vitality that has passed through 100 years comes not only from its strong adaptability, but also from its two unique advantages of "being seen everywhere" and "vast creative space".
Multi-touch, strong reach, will always meet you in the next moment
When you walk into the elevator, out of the community, and walk on the street, you are sure to see outdoor advertising. Inadvertently extending into all aspects of people's lives, this is outdoor advertising.
In contrast, buildings and communities have the highest frequency of contact, followed by buses and subways. At the same time, the building, transit, store, and community ad mix can reach the majority of outdoor audiences.
Fig.4 Frequency of consumers' exposure to various types of outdoor advertising (%)
Fig.5. Efficiency analysis of outdoor advertising channel mix (%)
Outdoor advertising also has a magic that is "impossible to ignore". When an ad pops up on your phone, you can choose to ignore it or "skip" it, but when you're in an elevator, it's hard to ignore the large poster hanging in front of you, not to mention the fact that sometimes it's an interesting video ad.
Versatile and flexible creation,
Physical objects reinforce the brand impression
McDonald's makes full use of this advantage of outdoor advertising, with the help of the scene's own characteristics, extends the advertising creative space, turns the scene of pouring coffee into street lamp design, zebra crossings into fries, and game consoles into the shape of the brand logo, so that the brand and the scene are perfectly integrated, and consumers are reminded of McDonald's at any time.
Figure 6 McDonald's outdoor advertising
Midea used recycled old air conditioners to build a physical QR code, and this fresh idea attracted consumers' attention and attention.
Consumers are also more likely to empathize with the brand when they see the real old air conditioner, and are more willing to participate in the old air conditioner story sharing activity initiated by the brand, where they can redeem their own stories for a unique digital collection and receive exclusive coupons for the event.
Figure 7 Midea uses old air conditioners to form a giant QR code
Creative and flexible, all kinds of physical objects can be creatively used to convey brand impressions. This feature of outdoor advertising makes it naturally have a broader creative space, which will last for a long time.
05. In the era of unbounded ® media, how can brands play with outdoor advertising?
Multi-touch, strong reach, and rich creativity are the underlying forces that support outdoor advertising to span a century and continue to grow and develop, which is also what brands should always grasp when playing with outdoor advertising.
In the era of digital intelligence of outdoor advertising, brands should pay attention to three aspects when conducting outdoor advertising marketing: first, strengthen the interactive experience and multi-sensory participation to jointly enhance the communication effect; the second is online and offline resonance, focusing on synergy and integration with other media; The third is to use new technologies for precise delivery and improve communication efficiency.
Multi-sensory participation to jointly enhance the interactive marketing experience ®
Traditional outdoor advertising mostly uses large panels to display, and the information to be conveyed by the advertisement is directly told to the audience, and the sensory experience is limited to visual and auditory, which is difficult to differentiate from TV advertisements and Internet video advertisements.
With the blessing of intelligent technology, digital outdoor advertising unlocks more sensory experiences, effectively enhances people's sense of participation, obtains emotions, generates thoughts, puts into action, and invisibly actively accepts the advertisement, brand and the message it conveys.
This is also what the brand ® needs to create a unique sensory feast for consumers through a synergistic multi-sensory experience.
In December 2021, in the elevator of Shanghai Jing'an Joy City, there was a large-scale "true fragrance" scene.
Lifeng, a time-honored brand in Shanghai, has installed a device in the elevator that can emit fragrance, and the fragrance is synchronized with the content of the video screen, bringing an immersive experience to consumers, creating a scene as if delicious dishes are in front of you, and creating "the first elevator with the fragrance of vegetables and rice in the magic capital".
The old brand collides with the trendy, and the novel sensory experience stimulates people's enthusiasm to taste, which makes Lifeng gain a lot of goodwill and let people re-understand this old brand.
Figure 8 Lifeng elevator advertisement
Online and offline resonance, multi-screen synergy
For a long time, the offline market has been the main battlefield of outdoor advertising, and brands can achieve online and offline integration through the effective use of outdoor advertising.
When users enter the range where outdoor billboards are located, they can connect with their mobile phones in real time to create an "online-offline" closed loop of marketing power ®.
In August 2022, Subway launched a video interactive outdoor advertisement on a large screen in a shopping mall in London, inviting passers-by to "Build Yours Now - Be Your Own Subway".
Figure 9 Subway's digital large-screen advertisement
It can be seen that in the new era, it is still necessary to increase the importance of outdoor advertising, open up the closed loop of online and offline marketing power ®, and give full play to the competition of ® brand marketing power ® more effectively.
Combined with the user's preference in front of the screen, carry out accurate delivery
Digital technology provides the possibility for the application of big data in outdoor advertising. In the era of big data, outdoor advertising can use big data to obtain more personalized information of consumers, such as personal characteristics, consumption behavior, media contact time, etc., so as to more accurately carry out the planning, creativity, and combination of outdoor advertising and outdoor media.
Fig. 10 Temporal distribution of consumers' exposure to advertisements in different media
Fig. 11 Temporal distribution of consumers' exposure to advertisements in different modes of transportation
Not only that, outdoor advertising can also use intelligent equipment such as camera sensors and video analysis algorithm displays to analyze the age, gender and other characteristics of the people in front of the screen, and transmit different information to different groups of people passing by the screen to achieve accurate delivery.
The large LED screen at Piccadilly Circus in London is a classic case of using face recognition technology to empower outdoor advertising.
Fig.12 LED large-screen advertisement at Piccadilly Circus, London
06. Intelligence and augmented reality have become the regular tricks of outdoor advertising to harvest budgets!
Nowadays, more and more advertisers are keen to properly integrate technology elements into the placement of outdoor advertising. Let's see how they do it.
@所有人:
I am Mr. Peng Xiaodong, and I am especially grateful to all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite true love! Thank you for booking me to attend the conference and the forum to share the following topics:
1. "1 Second Cognition: Breaking Through the Stock Market Game and Building a Brand Growth Strategy"
2. Analysis of the Logical Thinking of China's Top Advertising Champion (Guang Zhanshen)
3. "Winning the Battle 2024 Advertising Media Performance Breakthrough Growth Road"
4. "2024 China Advertising Media Key Accounts Excellent Marketing Power"
5. "Winning the 2024 China Outdoor Advertising Sales Champion God of War Legion Secrets"...
The itinerary is tight from May to July, but there are still a small number of itineraries that can be coordinated and arranged, welcome to book in advance, more surprises are waiting for you!
Note: It is not recommended to invite teachers to teach, but also thank you for automatically withdrawing from our platform channels, etc., we will also clean up and optimize and upgrade at any time, appreciate each other, and achieve each other!
1. Adidas:
Outdoor billboards have become check-in points to see who is running faster
From April 24th to 28th, adidas launched an innovative outdoor event, "The Billboard Run", in Stockholm, which aims to rekindle the enthusiasm of runners across the city.
Adidas transformed billboards scattered throughout the city into check-in points for running races, inspiring participants to explore new urban sports routes and challenge their limits.
Participants can scan the QR code with their mobile phones on the 4 starting billboards located in different parts of the city, connect to the app, and use their local knowledge to run from one billboard to another, with the goal of running the entire course in the shortest time, the app will track and update the progress of each runner in real time, and the final race result will also be displayed on the billboard at the finish line.
The winner of "Run the Billboard" will have the opportunity to win a marathon ticket, Adidas shoes, exclusive Adidas sports equipment worth SEK 10,000 and more.
2. HBO's "True Detective: Night Country" billboard
On January 14, 2024, when HBO launched the highly anticipated fourth season of True Detective, passers-by in New York and Los Angeles spotted an icy billboard reminiscent of the show's chilly Alaskan scenes. These billboards are huge blocks of ice containing discarded clothes and shoes.
Over time, the billboards melt away, revealing lines from the show, as well as QR codes that bring an augmented reality experience.
HBO partnered with MAP360 to produce this gimmick. The Los Angeles site on January 7 attracted 89,800 impressions, while the New York site on January 8-9 received 242,500 impressions.
3. Hug and send underwear, and surprise the outdoor advertising creativity of the jaw!
In 2024, UNIQLO has planned a special interactive experience "One Hug = One Uniqlo Warm Clothing" to encourage people to hug and contact each other in order to launch its HeatTech fabric heat-generating garments in France.
UNIQLO took to the streets of France, spreading warmth with specially adapted vending machines and offering free HeatTeach warm clothes to passers-by. It doesn't need to pay cash, it just needs to hug each other.
The vending machine, created in collaboration with the French marketing planning agency Pills, asks participants to hug each other, wait for the progress bar on the vending machine to change from warm yellow to super warm red, and each loving hug receives a free addition to their new range of thermal clothing products.
The reason for choosing this idea is simple – UNIQLO's new HeatTech line of insulated garments feels like a warm hug! Made with an insulating, moisture-wicking blend of polyester, acrylic, rayon and spandex, the collection provides the perfect base layer for the harsh weather of France's cold winters.
"Hug Unlock": Uniqlo no longer preaches the outdated body temperature maintenance, but advocates a warm heart. To this end, the first HEATTECH garment giveaway device was designed, which uses dedicated technology to identify passers-by hugging in front of the device.
This campaign idea not only promotes the brand's new products, but also conveys the positive emotional value of warming the body and mind to the public.