Five factors that restrict the outdoor LED electronic display advertising market
Time:2018-12-04
Views:121
With the continuous development of technology, the application of outdoor LED electronic display is becoming more and more extensive, especially in the outdoor advertising market, which is as irresistible as a flood.According to the survey data of China‘s outdoor advertising market conducted by well-known domestic research institutions in recent years, China‘s outdoor advertising market continued to maintain a steady growth in 2015, with an increase of 26.2% compared with 2014 (including traditional and all kinds of new outdoor advertising).In addition to the decline of 7% in traditional single display outdoor media and 32.6% in bus mobile TV, other outdoor media have experienced varying degrees of growth.Building LCD advertising increased by 27%;LED electronic displays increased 55.6 percent, and airport outdoor display increased 39 percent.Commercial services, post and telecommunications, entertainment and leisure, transportation and beverage are still the five main industries of outdoor advertising, with steady growth.In addition, outdoor advertising, such as real estate, electronics and personal items, grew significantly.
With the development and progress of technology, digital outdoor has gradually become the mainstream, and now outdoor advertising pays more attention to content creativity, technology guidance and interactive experience.With the improvement of supporting fields related to mobile payment, outdoor media will eventually realize the function of guiding sales, thus driving product sales.
Although China‘s outdoor LED electronic display advertising market has achieved rapid development, there are still five factors restricting the further development and growth of the industry in the market:
First, LED market chaos.
Now outdoor LED advertising market competition, the disorder is not obvious, some of the large enterprise technical level is high, well made though the quality of the product turn out, but the cost is higher, the price is high, and many small and medium-sized enterprises in order to gain more market share, have to produce low quality products, so as to make the whole industry produced "bad money after bad money" phenomenon.
Second, the urban advertising planning is disorderly.
With the continuous progress of urbanization, outdoor advertising is gradually expanding to second - and third-tier cities.Not only did it destroy the harmony and beauty of the urban environment, but it was more likely to lead to large-scale rectification by relevant government departments. At the same time, the operation of advertising companies during this period was also greatly affected.
Third, the fragmentation of outdoor advertising enterprises.
At present, the fragmented operation of outdoor advertising enterprises is very serious, and the state of regional fragmentation is in urgent need of further improvement. Many outdoor advertising companies have a single variety of media resources, lack of scale and network, and cannot effectively integrate media to meet the needs of the Internet era and multimedia communication.
Fourth, the industry standardization system is not sound.
The standardization of outdoor advertising industry in China and the unified evaluation system of various media values have not been established yet, which leads to the lack of professional data guidance and scientific evaluation of the effect of advertising after release.At the same time, the non-standard industry has led to the market quotation chaos, discount system chaos, black box operation and other things happen frequently, not only hurt the credibility and operation of many companies, but also caused great harm to the healthy development of the whole industry.
Fifth, enterprises lack innovation.
As a result of the industry market "low cost, price war" vicious competition and lack of innovation spirit.And the service quality of a lot of enterprises is low, the application of new technology, new material, new technology is insufficient and lack of service safeguard, consequently the management of the enterprise is extensive, meet the demand of advertisement advocate effectively hard.
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