Shenzhen Lianchengfa Technology Co., Ltd.

Before discussing this topic, let's review the 2021 "Double 11" battle report:

As of 24:00 on November 11, the total transaction volume of Tmall's "Double 11" reached 540.3 billion yuan;

As of 23:59 on November 11, the cumulative amount of orders placed on the Jingdong platform exceeded 349.1 billion yuan;

Several other e-commerce platforms did not hand over clear sales data.

Judging from this year's Double Eleven, there are some changes: fewer battle reports, the announcement time is a little later than in previous years, and there are fewer new things, but it seems a little quieter. Obviously, after 13 years of Double 11, it has entered a stage of maturity and high-quality development.

From another point of view, the online traffic of the shopping festival has peaked, and it is difficult to surpass it by a large margin. Therefore, both e-commerce platforms and offline traditional business complexes are seeking new marketing models. On the eve of Double Eleven this year, Chongqing Department Store cooperated with Alipay, and the “Alipay Super Red Packet Cloud” aired on the large screen of Chongqing Department Store in Jiefangbei, Chongqing, successfully diverting online and offline traffic to physical stores.

It is reported that Chongqing Department Store and Alipay have cooperated with Alipay for 37 times of marketing, attracting offline customers through outdoor LED large screens. The marketing cost has dropped by 60%, but the marketing effect has reached 100%. Taking the supermarket format as an example, in the first half of 2021, Chongqing Department Store has fully opened up the online and offline integrated sales chain, and 172 stores have opened O2O home business, with online sales of 450 million yuan.

Among them, in addition to Alipay's online red envelope rain, the large screen of Chongqing Department Store also contributed.

01 In the digital age, outdoor LED screens are no longer simply brand displays

In the past, when we mentioned big outdoor advertising or outdoor LED screens, many people would simply think it was a brand image display. With the development of 5G technology, many outdoor LED screens have begun to cater to the tastes of young people.

On the day of Double Eleven, the two LED screens in Changsha Wuyi Square sang a love song. The big advertising screen turned into a big advertising screen. Through popular romantic songs, in the form of lyric solitaire linkage, it boldly showed love for Changsha and conveyed the city's temperature. Hundreds of shops under the big screen, thousands of brands, and tens of thousands of people have witnessed this.

The Five Parts of Love, the Courage to Offer Love

"Get a little closer and let you hold hands"

"I can feel you when it's crowded, put it in my hand"

Under the big screen, many citizens who got the lyrics took pictures of this warm scene with their mobile phones, and some even sang along softly. Double 11, in this prosperous urban center with a strong sales atmosphere, the high-definition screen that only "sings" for the charm of the city is a beautiful landscape.

In the 5G era, the large LED screen is not only a static landmark, but a visual symbol that is constantly changing with the changes of the times and popular culture.

In addition, a visual feast was also staged in Times Square in New York, USA. A LED digital waterfall falling from the sky attracted the attention of passers-by.

It is understood that this is a super-large art installation called "Waterfall-NYC (2021)" launched by Samsung Electronics and d'strict. The 102.5-meter-high digital waterfall falls from the sky. In the hot summer, it brings people a sense of coolness and the visual shock of naked-eye 3D art. By the way, with the scale of more than 300 outdoor large screens, it has become an iconic presence in Times Square in New York.

The installation breaks with the traditional cookie-cutter advertising landscape, transporting everyone into a digital ocean with a surreal waterfall more than 100 meters high.

Judging from innovative cases at home and abroad, the outdoor LED large screen has broken the traditional gameplay, and began to attract the attention of the audience in terms of content, technology, interaction, etc., and even successfully diverted offline traffic to online through 5G technology , do you dare to say that outdoor advertising does not convert effectively? The Chongqing Department Store’s large screen is the best case study. Using online marketing tools and the advantages of outdoor LED large screens, it has successfully helped traditional commercial complexes achieve product-efficiency synergy.

02 Traffic competition, online and offline integration and promotion have become a trend

Today, wherever there is traffic, there are ads. Brand owners are going through the process of peaking online dividends, so they will naturally focus on offline, while most marketers often ignore the power of dual-line marketing.

The difficulty in acquiring online traffic is not because people have no demand for online purchases, but because it is difficult for online advertisements to capture the minds of consumers. In order to meet the needs of Generation Z, smart marketers combine online and offline to create creative, content, interactive, and transformative outdoor advertising.

For example, the Chongqing Department Store mentioned at the beginning of this article, on the eve of this year’s Double Eleven, planned the “Red Envelope Rain in the Business District” promotion. It distributed red envelope coupons to consumers in the Chongqing department store business district through the Alipay applet, and used outdoor LEDs. The media conducts publicity. After the user receives it, based on location positioning, they can reach the shopping mall for consumption after a few steps, and guide the user from the online to the store of Chongqing Department Store, covering the most potential users with the shortest consumption link to store conversion. , to achieve precise diversion and break the predicament of the department store circle in the Internet era.

At present, the purpose of brand marketing is not only brand display, but also brand owners hope to convert sales in the shortest way. Therefore, marketing needs to use new scenarios to create business increments. Scenario-based creativity composed of characters, time, place, and events can stimulate the potential demand of consumers and increase the sales of products.

With the rapid development of the 5G Internet of Things, outdoor LED large screens bring online gameplay to offline. Based on the advantages of outdoor media's real scenes, online and offline integration and promotion is the most effective way to get through the "commodity-customer".

03 Scene interaction, digital outdoor LED is indispensable

At this stage, digitalization has changed people's daily life in all aspects, and outdoor advertising is no exception.

Relevant data show that the market size of outdoor large-scale digital signage in 2020 is close to 15.3 billion yuan, a slight increase of 0.3% over the same period. The "Quarterly Report on LCD Digital Signage Market Analysis in Mainland China" shows that the scale of outdoor small digital signage is less than 1 billion, which shows that the large outdoor digital signage market is huge and its demand is strong. The industry predicts that, thanks to the rise of the "night economy" and the pull of new infrastructure policies, the annual growth rate of the outdoor large-scale digital signage market will remain above 10% in the next five years, and the market size will reach more than 27 billion yuan in 2025.

Data sourceRunto

In the digital age, the advertising effect of LED large screen is far better than that of traditional outdoor billboards in the propaganda and display scenes of building media, shopping malls, catering and retailing and other occasions. The advertising carrier is no longer a static single function. In comparison, the dynamic picture of full-color LED advertising has a stronger visual impact, and the conversion rate of brand advertising is also higher.

Data sourceRunto

One is technological innovation, and the other is to meet the needs of brand owners. The digital outdoor LED large screen continues to innovate in terms of hardware and content, creating one classic case after another. For example, Chongqing, Chengdu, Shanghai, Beijing and many other places have blown up the whirlwind of naked-eye 3D. After digitalizing the traditional outdoor brands, the naked-eye 3D technology is used to create interactive outdoor advertisements for consumers, and can form two online advertisements. secondary spread.

In the future, there will be more trend-setting new visual performance technologies being applied to the outdoor LED screen advertising media market.

Summary: From single communication to audience participation and interaction, outdoor LED large screens will play a huge role in the development history of the outdoor advertising industry. Combined with 5G, Internet of Things, AI and other technologies, multi-screen interactive technology and human-screen interactive technology will be realized in the future. And so on, to achieve two-way interaction with consumers, enhance brand awareness and recognition. At the moment when creativity and technology are popular, the media form of advertising is also constantly upgrading, and only by breaking the traditional operation method of large LED screens, can outdoor advertisers win the market in the future.