LED full-color display integrates the market, and new advertising media becomes a development highlight

LED merger and integration is a sign of the industry's continuous maturity. With the market's test of product quality and price, the market has undergone some cleaning before it can truly develop and mature. After experiencing the price, the advertising media market has become a new development point.

The application of new technologies in outdoor media has stimulated the growth of global LED display advertising. In the outdoor advertising market in the United States, outdoor video accounts for 80% of the share, and outdoor LED display advertising is a new high point of profit growth. In China, taking the second quarter of 2013 as an example, the scale of China's outdoor LED electronic screen advertising market reached 2.148 billion yuan, a quarter-on-quarter increase of 16.5%, and a slight increase of 2.3% year-on-year. In the past two years, the pace of LED display screens marching into outdoor advertising seems to have the heroic momentum of "levelling" the streets and alleys. Secretary-General Wang pointed out that the explosive growth of LED display in the field of outdoor advertising in the past two years is largely due to the fact that the government has intensified the crackdown on illegal advertisements in recent years. Opportunities have entered strongly. Although outdoor advertising has brought a huge market for LED displays in the short term, the overall situation is not necessarily optimistic.

First of all, he analyzed the overall situation of China's outdoor advertising. In his opinion, the carrying capacity of domestic outdoor advertising is actually relatively limited. In terms of turnover, the annual turnover of the entire Chinese advertising industry is about 300 billion yuan, and outdoor advertising is about 30 billion yuan, accounting for about 10%. It may be a little higher when the economic situation is good, but when the national economy slows down, Under the condition of tightening policies, it may not account for this proportion. Generally speaking, it is not bad that outdoor advertising can maintain a market of about 30 billion. Compared with other advertising media, the current market share of paper media accounts for about 50 billion, TV advertising is still the big player, and the development space of the Internet is even wider. In fact, outdoor advertising does not have obvious competitive advantages. Of course, outdoor advertising also has some irreplaceable characteristics, such as simple and clear expression of outdoor advertising, long advertising duration, high feasibility of continuous purchase, and economic benefits, etc., which can also ensure its stable market share. However, the overall space for outdoor advertising is relatively limited, and it is not easy for the LED display industry to achieve revitalization through outdoor advertising.

The increasingly advanced technology provides an opportunity for outdoor advertising to enter the LED era, but in the eyes of most outdoor media practitioners, it is too early to enter the real LED era. "After nearly seven years of rapid development, the LED media industry has actually Into the 'ironing period'.

It is not impossible for LED display to open a new era of outdoor advertising. Compared with traditional outdoor media such as street signs, light boxes, and neon lights, LED display has the natural advantages of outdoor advertising media: manufacturing is not limited by area, and the body is light and thin. It can be attached to various public places to display large-scale text, images, and animations. With high brightness, full-color, convenient and fast error detection, etc., it can make advertisements more powerful and shocking. However, as far as the current situation is concerned, the lack of sound market rules may directly ruin the future of LED outdoor advertising screens.

 
LED outdoor advertising screens are currently in a state of no planning and disorder in many cities. Many LED advertising screen project approval procedures are "unconventional": some builders first build the project and then find relevant departments "Public relations", as to whether the project meets the approval standards, or whether the approval process is standardized, has been completely weakened or even ignored. At present, the density of LED display screens in many cities in China has reached or even exceeded that of large foreign cities. There is no systematic regulation in this area, and it is managed by local governments. Failure to follow the principle of urban matching in terms of the number of LED displays will directly lead to further deterioration of the entire market, and the final result must be that the country introduces special measures to clean up and rectify LED displays. "

The success of "advertising screen replacement" remains to be seen. LED screen companies should focus on display products.