With the rapid spread of pneumonia infected by the new coronavirus infection to the whole country since the Spring Festival in 2020, the public health emergency that eventually attracted global attention has continued to affect China to this day. Recalling the Spring Festival in 2020, there were few pedestrians in the streets and alleys of the country, and the initiative to work from home lasted for several weeks, which triggered the operational crisis of many offline media relying on social exposure, and the delay or withdrawal of brand customers forced many offline outdoor media companies to move forward in pain and cede advertising share. As a result, China's economy has also been forced to move towards a period of qualitative change that requires innovative development. Traffic Advertising Observation invited Ms. Jiang Nan, general manager of Beijing Wude Market Research Co., Ltd., the most professional third-party market research company in China, to share the ice and fire of the bus media industry in 2020 with her years of cooperation experience with many brand owners and media customers in the industry.
Jiang Nan, General Manager of Beijing Wude Market Research Co., Ltd
Beijing Wude Market Research Co., Ltd. is based on providing brand owners with a full-case advertising plan and brand strategy analysis. At the same time, for many media customers, explore media value and find a point of convergence with brand owners. Ultimately, we will seek the best linkage cooperation model to achieve a win-win situation between brand owners and media. As an in-depth researcher in the industry on outdoor media and cooperation with a large number of outdoor media customers, Wude Research has also put itself in the shoes of the market and experienced the almost 'short-term suffocation' impact of the market on offline media relying on social exposure. As we can see, in the past year, office media have directly cut off advertising due to the inability of people to return to work normally; airports, high-speed rail transportation media have delayed a large number of delivery plans due to inter-provincial behavior restrictions, and overseas flights and terminals are still in a 'basic' dormant state of advertising; bus media have also affected customers' current publication plans due to the sharp reduction of daily travel crowds in several months.
In general, in 2020, all kinds of offline media are basically more or less selling their own shares, and advertisers will also be more cautious about advertising due to the unpredictable future, or due to the impact of the epidemic on their industrial chain, and the spending of advertising publications in various advertising channels has shown a downward trend. China's advertising industry has begun to change – from "commodity economy" to "experience economy", from "product value operation" to "user value operation", from "traditional marketing" to "global precision". This also means that the future advertising market will enter a new era, through the combination of online and offline form to create brand voice, in a more customized and more interactive way to accurately push products and brand information to the target audience.
Outdoor advertising: High-reach media is still the core channel, and bus media is having this nature. At the same time, it should be noted that the comprehensiveness of advertising is inevitable, where the attention of consumers is, and where the marketing direction is placed is always the core appeal of brand owners.
Online marketing is not a normal choice for brands, such as: bulk goods that need offline scenes and experiences, no physical store's seeing is believing and test driving feelings, and online activities are still lacking some of the impetus that ultimately produces purchase conversion, but online marketing has assumed key responsibilities such as brand promotion and construction, sales leads and customer acquisition sources for brand owners during the epidemic.
Bus media actually has inherent advantages, with the possibility of self-reproduction and innovation. Let me ask you, should the bus media still stick to the original traditional advertising space position in today's epidemic? You can still take this opportunity to improve the operation of platforms such as apps and public accounts of the bus media. Face up to the exposure of the crowd that will be reduced by natural force majeure, but it can be effectively transformed into an effective group of people digested by their own online platforms. This kind of operation is not necessarily a good thing.
Although its mode of operation can not be talked about in a few words, but at least it can be positioned is that the high travel rate of the public transport media target group, wide coverage, wide range of flow, advertising influence is not limited to the characteristics of the bus crowd, etc., when the user portrait can be clearly obtained, and the user's travel trajectory and consumption behavior, consumption ability at the same time, there will be valuable customers in it for 'storage', and through its media platform operation, increase its user participation and activity. In the end, the bus crowd and the 'brand owner' will be seamlessly connected, that is, without disclosing personal information, the crowd can be 're-mined for value' through the implantation of brand advertising on its own online platform to meet the dual needs of the audience and the brand owner. The medium of this 'media' can be the public account of the bus media, the official website, the app and other platforms. 'Value re-mining' can be user integration, advertising and offline joint activities. It can be seen that outdoor traffic media advertising can achieve the media value of brand building and sales conversion, and the synchronization of online platforms and technical support can help the rapid development of the outdoor advertising industry.
Wude research offline data collection process display
In 2020, Wude Research also tried in this regard, and there were several successful cases.
On the one hand, Wude Research conducted a full case of advertising strategy analysis for brand owners, and together with advertising companies, realized data + commercial delivery, and the most cost-effective advertising costs can get better delivery effects at the moment, and achieve the dual expectations of 'sales' + 'effectiveness'. In terms of advertising strategies, brand owners are also more and more respectful of the suggestions of research companies, re-integrated the whole picture, and made correct judgments on the delivery of offline bus media. In the category of advertisers, brands or group brands that need to be quickly and heavily disseminated will also see more and more from the data that the bus media can bring to them the market value.
The categories of bus media advertising products that the audience follows
On the other hand, the application of big data is also directly implanted in the development plan of bus media, Wude Research in 2020, received a similar commission, that is: through the analysis of the different characteristics of the population at various stations of well-known bus media, the use of a large number of data support in the background, can be based on the route or bus stop near the group characteristics of the differentiated publication, for the brand owner's advertising to achieve more accurate positioning, at the same time, for the media to find more market opportunities for cooperation with different brands.
The characteristics of the bus media audience of different line stations, citing 7 stations as an example.
Therefore, in the case of the upgrading and change of consumer media habits, content marketing has been integrated from single content production to multiple scenarios, and in the future, it is necessary to tap empathy opportunities to create momentum for global drainage. In the era of creativity first and digital empowerment, the market is more looking forward to the emergence of fresh ways of playing in bus media advertising.
In 2021, through online and offline advertising and operation of multi-dimensional resources, the whole area will efficiently drain the flow of brand owners, and various forms will accurately push product and brand information to the target audience in a more customized and interactive way.
At the beginning of 2021, we are still full of expectations to meet more opportunities and challenges, Wude Research has made some adjustments to the company's development direction, introduced experienced professional research elites and service talents in the industry, and expanded to provide third-party market consulting and research services for more types of brand customers. In addition to the deep cultivation of the original business, at the same time, the data of the whole platform has been integrated, and the online and offline platform monitoring and research capabilities have been carried out, and several large brands have also carried out in-depth advertising full case service cooperation, providing brand owners with more comprehensive delivery strategy support, better landing of the brand, and more integrated brand and media successfully completed the corresponding research cases.