I. De-intermediating and Establishing Digital Thinking in Outdoor Media
In the past, when advertisers needed to place outdoor advertisements, they needed to negotiate with a large number of media outlets, which resulted in higher labor and time costs, and thus the intermediary role of the agency became particularly important.
The emergence of digital OOH media has upended this model. Programmatic buying is based on the offline behavior of users, based on the collection and analysis of data, model pre-calculation, through the digital outdoor advertising platform, real-time positioning of advertisers need to match the audience, the audience population and display content for accurate matching. The realization of programmed buying requires interaction between the demand-side platform (DSP) and the ad trading platform AdExchange. It includes both real-time bidding (RTB) and non-real-time bidding (non-RTB) modes.
The advantage of programmatic buying is that it allows advertisers to directly buy audiences through the precision marketing model, simplifies the buying process, saves advertisers' media purchasing costs and time, and guarantees that advertisers can accurately obtain feedback on the effect of advertisement placement, which solves the problem of low efficiency of media purchasing. Programmatic buying has achieved standardization, transparency, precision, real-time and scale, and has become the major direction pursued by the outdoor media industry as a whole in the future.
Advertisers can reach a wide range of people by simply focusing on digital outdoor advertising delivery platforms, and achieve the desired promotional effect by reducing costs through the precision marketing model.
On the contrary, under the traditional outdoor advertising placement structure of the manpower purchase model, advertisers need to produce a budget framework in advance, and then carry out media scheduling. Ad placement is relatively fixed, and changes in the middle of the process need to go through a complicated process. However, with programmatic buying, advertisers have more flexibility in the timing and format of their ads, and are able to better allocate and control their budgets, which improves the efficiency of their ads and reduces unnecessary labor costs.
Two, strong interactivity, enhance the interactive experience of outdoor advertising
Generally speaking, consumers through the traditional media outdoor media channels to stimulate consumer demand, but a single advertisement to show that it is more difficult for consumers to interact effectively with the brand, so consumers are in a passive state of acceptance, the marketing effect will also be reduced; digital outdoor advertising can be from the line and the user's interactive experience to increase consumer awareness of the brand, so that the brand will be able to increase the number of users and the number of users. Digital outdoor advertising can increase consumer awareness of the brand from the offline and user interaction experience, so that the brand and the user to produce emotional interaction, in-depth understanding of the brand's values, and through the offline feedback to the formation of the online communication effect.
Thus, in the era of experience economy, digital outdoor advertising is not only QR code, AR and other interactive technologies, there will be live broadcasting, sound code interaction, face recognition and other technologies, to provide consumers with a changing, dynamic, novel all-round combination of interactive experience form.
Three, let the marketing communication market pattern to produce significant changes
Deloitte predicts that by 2025, China's marketing communication market will reach a total size of 1,111.6 billion yuan. Within the outdoor media market segment, the structure of the marketing communications industry is undergoing a transformation, with the value growth of traditional outdoor media slowing down significantly, digitization being the future trend of the industry, and the proportion of digital outdoor media purchases rising sharply to be the most significant growth point in the future.
At present, traditional large outdoor media communication agencies have been actively promoting the expansion of digitalization towards the industry chain, through the establishment of digital purchasing technology, social marketing, big data analysis and other key competencies, by the traditional "selling advertising space", "pile of head" model to "sales partners". By establishing key capabilities such as digital purchasing technology and social marketing and big data analysis, the company has shifted from the traditional mode of "selling advertising space" and "stacking up people" to the mode of "sales partner", and constructed a "one-stop" service capability. In addition, the Internet giants are also actively laying out the offline marketing services market, with its large network customer base, mature digital technology and platforms and cost advantages, to accelerate the control of offline traffic.