What should I do to create outdoor advertising that both Party A and the audience are willing to pay for?
Wen Wen's ginseng
Photo Weibo, Tomorrow's Ark Arknice
According to dahe Daily, the plastic advertisement caused a lot of residents' dissatisfaction once it was published, and urged the property to be replaced as soon as possible. In the end, the ad was forcibly removed by the owner, mostly leaving only the khaki cardboard behind the ad.
Picture: Dahe Daily
Outdoor advertising because of wide coverage, high arrival rate advantages are often favored by brand owners, but in today's competitive competition, in the face of many consumers,How to buildAudienceOpen advertising that you are happy to acceptHas.became an advertiser and a media playerTake the lead on a question that needs to be thought about.
Outdoor advertising is always "not to be seen", the reason geometry?
In fact, this isn't the first time elevator ads have been "resisted" by community owners.
Inner ginseng Jun has received reports from netizens that Quanzhou City, a community elevator in the media framework ads were replaced by the owners to dismantle. It is understood thatThe contents of the removed advertisement were also suspected of violating the Medical Advertising Review Certificate without the permission of the members of the Owners Committee,This was the result of complaints from the residents of the community to be demolished.
Take the elevator scene.Ladder media are mostly located in the community，The audience is also mostly family members, the age coverage level is wide,Containing men, women and children, inappropriate advertising content (such as the case mentioned in the previous article) will naturally cause public controversy. Some time ago, "brainwashed" elevator ads were also "sickened" by the public.Repeated advertising words are not only easy to get bored, noisy music and repeated advertising words in the form of publicity often only counterproductive.
Unique to create an immersive marketing experienceSubway ads have also faced consumer challenges for inappropriate advertising content.In 2017, the tasteless duck neck in the Shanghai subway station published a group of black-bottomed red letter ads, by netizens rated "spicy eyes", Shanghai Shentong subway immediately on this set of ads for the off-shelf treatment.
And for outdoor advertising brands,Whether there are security risks is the primary concern of the public。 In August 2017, a giant outdoor billboard at the Yifeng Road junction in Dongguan, Guangdong Province, suddenly collapsed, causing some economic losses and negative effects in the industry.
Pictured: Zhuhai Fresh
The development process of outdoor advertising industry has accelerated, but the relevant development planning is still lagging behind, so much soMany cities lack unified management of outdoor advertising, affecting urban beautification, due to the age of disrepair led to aging, full of security risks of outdoor big names are not a minority。Based on the above chaos, local governments have issued policies to organize and manage outdoor advertising, for outdoor advertising brand "subtract."
Outdoor advertising is not just a gimmick
In summary,Anachronistic advertising content, advertising equipment with hidden security implicationsIt is the main reason that outdoor advertising causes negative emotions among consumers. ButNot all outdoor advertising is unbearable, and beautiful advertising content, creative graphics and new technologies are changing the stereotypes that outdoor advertising brings.
Recently, in order to celebrate the anniversary, the Ark of Tomorrow has launched large-scale outdoor advertising in major subway stations in Beijing, Shanghai, Guangzhou and other places.Beautiful painting style and visual shock full of pictures attracted many netizens praise,Local fans are also stupid, can't bear to go to the scene to take pictures and punch the heart.
Picture: Twitter/ tomorrow's Arknice
Italian Financial Services CorporationFinecoBank wants people to keep a social safety distance of more than a meter before the outbreak is over.made a special set of outdoor advertising. This set of ads uses the wrong visual effect, only standing 1 meter away from the place to see clearly the above text. FinecoBank reminds people outdoors of the idea of "keeping a meter away and investing in your safety." (Maintain one meter apart, invest in your safety.)"
Picture: Weibo/Advertising Papers
Compared with the creative and paper work on the subway, outdoor big name and other media, ladder media are more keen on technical efforts. For example, a ladder media company previously jointly with the mainland earthquake early warning network, Chengdu Institute of High-energy Disaster Reduction, etc. launchedElevator Earthquake Warning System, officially connected to the national earthquake early warning system,To ensure the safety of the community family.
You see, outdoor advertising is not a loathing, excellent outdoor advertising can become consumers competing for "punch" object. Nielsen, a well-known data analytics firm, found in the study thatSixty-six percent of smartphone users search for content on their phones because of an outdoor ad, which can help brands complete secondary online campaigns.Is the so-called "existence is reasonable", with the development of the times, outdoor advertising is also with the transformation and upgrading, combined with unique creativity and user communication will achieve the ultimate advertising effect.
How can outdoor advertising be "flashy and loving"?
Looking at the above several high-quality outdoor advertising cases can be seen, can be loved by consumers outdoor advertising can often be from both content and form to impress the hearts of consumers, so that the audience has a sense of identity. Mr. Nesanjun believes that outdoor advertising can start from the following three aspects and become a "flashing and loving" outdoor advertising.
FirstStart with the content of the ad。
Outdoor advertising content is mainly includedAdvertising language, advertising screen, advertising creativityThree parts.
Data from Ipsos' 2019 China Popular Advertising Audience Survey:Lang Lang's mouth, can resonate with the life of participatory advertising language is more likely to occupy the consumer mind.From the consumer's memory channel analysis of various types of popular advertising language, attractive advertising text, and high-frequency contact with the audience of advertising buzzwords, through the mainstream media elevator and other channels to spread, more easily remembered.In the interviewee's recollection, top 10 ads were seen in elevator ads, followed by television.
It is not difficult to observe the advertising documents presented by the above data, and to find that outdoor advertising documents, which are more easily accepted by consumers, are by no means just a matter of putting products rigidly on billboards.More brands will choose to close to their product selling points, combined with audience characteristics, to create high-quality advertising.Not only can bring the advertiser the topic degree, but also can occupy the consumer's mind in one go, can be said to be a two-in-one.
Screen and creativity are also one of the most important elements of outdoor advertising.Created with creativityIt's impactingOutdoor advertisingScreenbe able to catch the eye of your audience in one move,Even take pictures to share.In Tencent's video promotion of the new drama "Shahai", the Shanghai subway station created an "immersive adventure experience space", the entire 50-meter-long subway walkway is covered with yellow sand, as if to break the space barrier, from Shanghai's busiest city center into the play's sand sea.
It is worth mentioning that, as one of the main actors, Wu Lei also low-key appearance in the subway station, personally under the scene to promote.
SecondKeep up with the policy.
Safety and regulation are the basis for the sound development of any industry. Mr. Nesanjun in "TheAll over the demolition of cards, outdoor advertising how to face up to difficulties?As mentioned in this article,The decrease of outdoor advertising in the city will certainly make advertisers accelerate the pace of integration of advertising space resources, forming the overall and large-scale outdoor advertisingto achieve year-round capital recovery. This series of actions means:In the future, the value of outdoor advertising will only increase.
Zhuzhou, as one of the pilot cities for the management of outdoor advertising facilities in China, has been accumulating"Zhuzhou Experience"。Reporters from Zhuzhou City Management and Integrated Law Enforcement Bureau learned that, in order to help the resumption of work,Set up a number of quality, demonstration of outdoor advertising facilities,From April to June, Zhuzhou will carry out the "most beautiful brand and outdoor advertising" selection campaign, the winning billboard will win the online red recommendation. From the point of view of the public to promote outdoor advertising standards, can promote consumers' attention to outdoor advertising;For outdoor media, this means more attention, while promoting the industry's application and innovation of technology to better spread the brand.
With the development of new technologies,Outdoor media is no longer static, but towards humanization, interaction to a better direction.Under the support of technology, the form of outdoor advertising is not limited to the traditional big names, more and more outdoor media began to pay attention to the experience with the audience, the use of digital platform to bring more rich advertising experience to the audience.
For example, an outdoor marketing campaign planned by Fanta, users can use online social software and AR to add stickers with Fanta's outdoor advertising elements to photos or videos.Using digital channels combined with outdoor advertising to drive consumer-brand conversations is also a way for Fanta to stand out in a crowded beverage market.
Picture: Tencent Media
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