How do your audience's habits affect outdoor advertising?

The data showed that respondents spent 5.06 hours a day outdoors. That's a staggering number, which means that about a third of the time spent outdoors every day (in eight hours) excluding sleep is, and the amount of time spent outdoors is, in a way, more likely to be in contact with outdoor media than with other media, such as television.

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Edit. | Outdoor advertising ginseng

China's high-speed development of outdoor advertising, but overall, basically in a relatively simple stage of competition, the division of resources, seize the market, to the roaring circle sports-based, outdoor advertising professional research lags far behind other media. Outdoor advertising because of its own media characteristics, has its own communication characteristics, its audience range is large, the effect assessment and monitoring has been the outdoor media industry's weaknesses and difficulties. In recent years, the domestic outdoor advertising industry and the theoretical circles have gradually attached importance to audience research.

1One-third of the audience's daily life is spent outdoors

Outdoor advertising is becoming an emerging mass media, as Asiaposter CEO Summerwood says: "Outdoor advertising is the real mass media. Not everyone watches TV, reads newspapers or surfs the Internet, but anyone who leaves home will see outdoor advertising. "

In addition, the survey found that the 30-39 age group spent the longest time outdoors,And male respondents spent an average of about half an hour a day outdoors than female respondents.This age group of people is rich and powerful, whether it is social role or consumer role, they are the main characters, more social activities and communication needs to make them in the outdoors for the longest time, and they are precisely strong consumer groups, is the unit's mid-stream pillar and family core, they have a certain accumulation of wealth, have a certain consumption capacity and more mature consumption concept, is a lot of markets and products target groups and must compete.

2Public transport remains the audience's first choice

Although private cars have become increasingly popular in China, buses and subways are still the means of travel for most working-class commuters.According to the survey, nearly 70% of people use buses and subways most often.More and more bus lines, more and more cars, to people's outdoor life to bring convenience, but also make people and public transport system more and more closely linked, for buses and waiting booth advertising audience high "ratings" to create conditions.

3The prime time for outdoor media is weekends and commutes

Tv has prime time, 24 hours exposure of outdoor media is not all the time effective? The survey found that the vast majority of respondents were exposed to outdoor advertising "when shopping" or "on the way to and from work (or school). The participants in the symposium also said that contact with outdoor advertising is mostly in the commute, shopping time, waiting for the car, there are times on the highway, especially many people mentioned that they will use such as traffic lights, waiting for the free time to see the ads. Monday to Friday to work, school, shopping, 81% of people have a fixed route every day, and weekend shopping, visit friends, go out for different purposes and mood.

The relationship with outdoor media will also be different, so you can find that an audience outdoor activities on the outdoor media is of great significance to the law, that is, outdoor media prime time is the weekend.Outdoor advertising about different groups of people is significantly good communication advantages, can use this more purposefully to convey product and corporate information.

Reference: HouseholdoutsideWide.Sue.affectedpublicof thelifeLive.Shape.State.And.Pick up.Touch.Xi.Inertial.probeanalysis》