Wen Wen's ginseng

Pictured is an internal ginseng in the outdoor media

Today's media market is surging, technological innovation and marketing changes, and outdoor media is an indispensable force in the ecological chain of all communication platforms. In the heat of the morning thought collision (for more information, please click onForward-looking trends, insight into the new direction of the outdoor advertising industry! . . . 2020 China Outdoor Media Innovation Conference Essence》），On the afternoon of October 15th, Chen Yong, a member of the Bureau of the China Advertising Association's Outdoor Advertising Alliance, Vice President of the National Sales Center of Zhongguang Win-Win Advertising Co., Ltd. and CEO of Tyrone Shengsheng Holding Group, and Lu Haibo of Ningbo Vision Media Co., Ltd., a mysterious guest, started from the outdoor media industry to share the advantages and changes of outdoor media under different scenes.

The meeting site

Member of the Bureau of the China Advertising Association Outdoor Advertising Alliance, Vice President of the National Sales Center of China-Guangzhou Win-Win Advertising Co., Ltd., CEO of Tyrone Shengsheng Holding GroupChen Yong to "read people through the heart", the real-life experts of marketing and brand communication of the killer" as the title, from their own experience, to share the outdoor media industry chain.

Member of the Bureau of the China Advertising Association Outdoor Advertising Alliance, Vice President of the National Sales Center of China-Guangzhou Win-Win Advertising Co., Ltd., CEO of Tyrone Shengsheng Holding GroupChen Yong

Chen Yong mentioned in his speech thatThe essence of marketing is to create superior customer value, and then to deliver company value.AndThe core of marketing thought is mainly to establish a continuous customer base and establish differentiated competitive advantage.In the era of marketing 4.0, mainly value-driven as the center, communication channels with changes, from a single channel to multiple channels. In today's increasing demands of consumers and advertisers,Marketing needs more imagination, marketing needs to hit the consumer's heart on the basis of data.In recent years, with the sinking of Internet channels, the dividends of the first- and second-tier markets have passed, followed by aggressive opportunities in the 3-6 market. In this context,The core content of basic insight of marketing strategy mainly focuses on four aspects: industry pattern analysis, competitive market analysis, market analysis of this product, and consumer insight.At the same time, for outdoor media companies,Business growth is mainly concentrated in the competition of competitive users, the increase of frequency of use, the frequency of product iterations, business model reconstruction, blank market development and product expansionon. Chen Yong believes that the competition of marketing strategy mainly focuses on the choice of regional market, and mainly through the "offensive war", "guerrilla war", "flank war" and "defensive war" four ways to compete. For example,Guerrilla warfare is like finding a small pond that the boss doesn't care about, small enough to hold and have a chance to be number one. If unsuccessful, be ready to withdraw and find new opportunities.

When talking about the four core elements of brand success, Chen Yong points out that there are four musts:There must be a clear strategic positioning, a strategic product must be identified, a strategic marketing platform must be built, and a strategic media platform must be deeply bound.In a media environment where attention is divided, an all-media ecosystem of numbers, audio, video and planes has been formed, with virtual scenes on and offline real scenes available for people to choose from. Offline life circle mainly revolves around traffic travel scenes, urban business circle scenes and urban community scenes, Chen Yong believes,Precision traffic and performance advertising belongs to the sales thinking, is a typical one-to-one marketing, how many ads on the impact of how many users.At the end of the speech, Chen Added that a good communications strategy requires several core elements: defining where business is growing, defining communication purposes, gaining insight into target users, defining communications tasks, and refining USPs.With the changes of the times, today's advertisers should upgrade from selling products to selling value.

Under the change of times, outdoor media forms are diverse, and the huge cinema market has gradually received more and more attention.With the title "New Business Opportunities brought about by the Digital Infrastructure of Cinemas", Lin Shuiyang, CEO of Hug Hall, deeply analyzes the value of the domestic cinema market.

Hug Hall CEO Lin Shuiyang

At present, there are 11,800 theaters nationwide with 65,000 screens and 8.8 million seats, and in 2019 it has grossed 64.2 billion box office and 1.7 billion moviegoers. The huge market volume of cinema has become an important scene of young people's entertainment life, but also the value of the brand owner. Lin Shuiyang pointed out thatCinema audience and the current consumer main crowd is highly consistent, that is to say, movie-watching crowd can basically represent the mainstream domestic consumer population.Because the film has a year-round hot release cycle, but also to meet the major marketing nodes, at the same time, almost all over the country have cinemas, cinemas can really do 1-5 line city coverage.

ButBecause traditional cinema advertising agencies have been building cars behind closed doors for more than 20 years, traditional cinema pre-release advertising is still hovering in the 20 years ago, the idea of running, the need for digital transformation of the Internet.Traditional cinema pre-release advertising has the disadvantages of fragmentation, instability and opacity, but with the help of digital technology, cinema advertising can also be positionally visible, clear, advertising film 0 miscast 0 wrong leak. I believe that with the support of technology, cinema media can create a new era of OTT that belongs to the big screen of movies.

Due to the wide application of big data on the Internet, the closed space advantage of taxi media has been dynamically reconstructed, and taxi advertising has been more and more attention by advertisers.Mysterious guestLu Haibo, Chairman of Ningbo Vision Media Co., LtdWith "Where's the Innovation Breakthrough?" Taxi media upgrade the way and way out" as the title, from the taxi media status quo, analysis of the taxi media has potential.

Lu Haibo, Chairman of Ningbo Vision Media Co., Ltd

At present, the domestic taxi market is mainly divided into traditional cruise taxis and network cars, but in the previous industry as a whole car owner structure is very scattered,For reasons such as low management capacity of enterprises, taxi media have not been well planned.In the promotion of time, the city taxi advertising industry peers continue to explore the car media, although the taxi industry advertising form has not yet appeared a very breakthrough development, but the wholeCruise taxisThe industry still has a very large, mining outdoor advertising resources.

The resource advantages of taxis are mainly reflected in 5 aspects:Modern civilization, urban image, public transport, identity, high exposure.Lu Haibo mentioned that the customer's delivery needs are mainly reflected in the high quality of the media, dignity, with the brand matching, high-end expression, delicate, video expression of the upper and lower publication flexibility, controlled in the magazine, after the publication can be analyzed, etc., in this context,Taxi media after a long period of stable marketization in the Mainland, from technology, media forms, innovative ideas and other aspects of transformation and upgrading, greatly increased the amount of taxi media resources, and can meet the needs of advertisers for higher quality delivery.

In addition to the wonderful dry goods sharing, at the meeting site, looking for the CEO of Guangnet, "Outdoor Media Ginseng" founder Ouyang Yu announced an exciting news to the guests:Looking for Guangnet has obtained nearly 10 million yuan Pre-A round of financing!As China's innovative outdoor media trading and industrial service platform, Looking for Guangnet has been committed to building a "free highway network" between advertisers and buyers,Ouyangyu said that access to a new round of financing to find a wide network will continue to build the highest quality platform, the establishment of precise network of contacts for the outdoor media industry to provide services. Together with many peers, work together to create a better future for the outdoor advertising industry.

Find Ouyang Yu, CEO of Guangnet and founder of Outdoor Media Ginseng

Afternoon round-table forum session,Bottas China CEO Liu Zhiyan as the host, Red Star Mei Kailong Group Assistant President, General Manager of Capital Operations Center Zhang Zhi, New York Firefly taxi body advertising investors, Stanford University Dr. Liang Yicheng, Guizhou New Black Horse Media Chairman Mao Wei, Vision Co., Ltd. Chairman Lu Haibo on "vertical media capital value: taxis and media is the next outbreak of the wind?" "Brainstorm.

Taxi media can be the future of outdoor media because of its several major features:First, it has a strong ability to link,Not just link people and the environment, but even be able to serve the community, such as installing "real-time monitoring probes" in taxi media, monitoring air, noise, etc., and then uploading this data to the environmental protection department;Second, taxis have very large diggable qualities;；Fourth, in the Internet environment, taxi media can also achieve networking, with the potential for accurate Internet delivery.ButTaxi media market also has disadvantages, such as in each city, taxi media acceptance, performance evaluation and other standards will be different, taxi routes, different time will also affect advertisers in the taxi media。 Participants in the meeting believed that, in the face of this bottleneck, advertisers and media in the formulation of delivery programs, according to the needs of the delivery time, location, with the precise differentiation of advertising content, to avoid waste of time, financial resources, human resources.

In the digital Internet age, outdoor media should actively integrate with technology, as should taxi media. Participants pointed out that the car media, especially some body advertising, consumed a lot of costs in human labor. In the face of such a situation,How to use technology to transform the form of in-vehicle media, the use of digital broadcast control system to detect the effectiveness of advertising, is the future of every outdoor advertisers need to think about the direction.

At the end of the wonderful lecture and forum session, at 18:00 p.m.,Golden Award 2020 China Outdoor Media Innovation Conference Awards Dinner was held.

The dinner was announcedSpecial.Don't contribute to the prize、Gold list category, outdoor media platform institutions and companies category, outdoor media character category, outdoor media point category, outdoor media works category, advertiser brand marketing classA total of 7 awards.Shendian's trophies and medals are distributed to all outdoor advertisers, fully reflecting the recognition of everyone in the industry.

Award-winning corporate photos (partially)

After the dinner, the organizing committee set up a VIP reception.The live atmosphere is relaxed and pleasant, creating a private high-end open communication platform for outdoor advertisers.

Golden Award China Outdoor Media Innovation Conference

We'll see you next year!