Industry Intelligence . . The development status and future trend of outdoor advertising industry
According to the survey, with the increase of people's tourism and leisure activities and the widespread use of high-tech, outdoor media has become the new favorite of advertisers, its growth rate is much higher than traditional television, newspapers and magazines media, especially with new technologies, new ideas and new thinking, outdoor advertising developed a new type of brand promotion and dissemination, the formation of a new trend of outdoor advertising development, which is bound to add new impetus and energy for modern brand communication, to produce new brand communication value. Also led to the development of outdoor advertising machine this industry!
According to statistics, China's outdoor advertising industry after decades of development has formed a considerable market size, the size of the industry market from 6.04 billion U.S. dollars in 2009 to 12.65 billion U.S. dollars in 2013, accounting for 16.7% of China's total output value of the advertising industry, In 2015, China's outdoor advertising market reached 17.42 billion U.S. dollars, in 2016 China's outdoor advertising market reached 22.38 billion U.S. dollars, and with the increase of people's tourism and leisure activities and the widespread use of high-tech, outdoor media has become the new favorite of advertisers, its growth rate is much higher than traditional television, newspapers and magazine media. In these years due to the rapid development of outdoor advertising also led to the development of outdoor advertising machine suppliers!
Outdoor advertising mainly includes buildings, LED light boxes, bus subway television, airport large screens and other 臵 outdoor advertising, with strong visual impact, diverse expression and long release time and so on.
The development status of outdoor advertising
1. The competitive advantage of outdoor advertising wins business recognition
Compared with other advertising media, outdoor advertising has natural advantages in generality, widespreadness and price. With the increasing trend of urbanization, the core positive factors come from the population gathering from rural to urban areas, and commercial transactions have a good population base.
2. The rise of low-tier cities and e-commerce provides new advertising demand opportunities
The increase in per capita income and consumption expenditure in rural areas began to be higher than that of urban dwellers, and the gap gradually narrowed. Judging from the growth rate of fast consumer goods, food and daily consumer goods in different levels of cities, these categories are developing faster than the first-tier market in the low-tier market, and these cities will undoubtedly develop into a new blue sea of consumption in the future, which will stimulate strong advertising market demand.
3. Fierce competition in second- and third-tier cities has fuelled the demand for outdoor advertising
For the big city business environment fierce competition, merchants often face frequent promotions and many public promotional activities, the need for a variety of publicity channels, outdoor advertising has also won the favor of some advertisers.
4. The government is driving the growth of advertising signs
What is more special is the demand of government units to issue announcements, instruction-oriented, signage-oriented, information disclosure, perfect infrastructure planning requirements, in municipal projects, public places, scenic spots, parks, roads, community areas and other areas of information announcements, signs, instruction-oriented demand showed a sharp growth trend.
Overall, with the fierce competition in the business environment, as well as the penetration of emerging Internet forces online, the overall outdoor advertising industry sales scale is showing growth.
The demand for outdoor advertising in the future exists for a long time, industrial upgrading and low-cost competition exist at the same time, temporarily unable to avoid this problem, the growth of outdoor advertising lack of motivation, to start thinking about the future direction of development, fully understand the needs of advertisers and merchants, professional media channels and integrated advertising resources will become an important driving force.
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