Now, when we drive or walk around the city streets, outdoor LED screens are constantly in sight.Some people say, after TV, computer, mobile phone, outdoor LED media make urbanites "be the fourth screen"!So, what does the 4th screen mean to urbanite after all?

Outdoor media are infused with new elements and vitality

Of all advertising media, outdoor advertising is the oldest form of media.It is closely related to the economic, cultural and social life of urban people. It is the media of brands and products.These characteristics form the unique and irreplaceable value of outdoor media.

Modern urbanites are surrounded by all kinds of information from all directions every day, and their sensitivity and attention to information have gradually weakened.How to break through the encirclement in the information age?How to grab attention from consumers whose information reception tends to be saturated?These are the issues that businesses and the media are anxious about today.

The consensus that comes from media course of study is: traditional outdoor advertisement, wait like big shop sign, light box, single column, visible distance is finite, picture is oneless, such outdoor media already cannot satisfy current market demand completely apparently.With the application of new technologies, new forms of outdoor advertising keep emerging, outdoor LED display media should be born in due course.

LED full-color screen is a new type of information display media rapidly developed in the world in the 1990s. It combines modern high and new technology, and has a series of advantages such as energy saving, environmental protection, bright colors, dynamic screen and text display, and wide visual range.Outdoor LED screen advertising screen area, visual effects shock, can fully attract the attention of the audience, is a new combination of media and high-tech.

LED display media also have the characteristics of high effective arrival rate of advertising, compared with TV, newspapers and other media delivery forms, the price is relatively low.These unique values make LED display media naturally become the outdoor media nouveau riche.Such as New York‘s times square CBD core area and the ginza in Tokyo, Japan rows of LED screen not only has the function of advertising marketing, is the world famous enterprise status symbol - the dominant enterprises of different industries to broadcast ads here, at the same time broadcast advertising companies here already sensed its brand position in the world.

Unlike traditional outdoor media, LED screens are not just outdoor media, but also have the characteristics and advantages of TV and other media.However, LED screen is not just an extension of outdoor media and TV media. It has a larger creative space and a broader three-dimensional space for interaction and communication with consumers in time and space. It can meet personalized needs and has the concept of communication in the digital age.

Nielsen, a world-renowned market research authority, calls outdoor LED screens the "fourth screen" after televisions, computers and mobile phones.Outdoor LED display media and other forms of media form complementary, integration of time and space, three-dimensional communication, so as to bring the largest media space and time integration value for advertisers.

In China, the past 30 years of reform and opening up have witnessed the largest transfer of rural population to cities and towns in the world economic history, thus forming the fastest urbanization process in the world.The sustainable development of China‘s economy, the rapid development of urbanization and the construction of modern cities, as well as the increase of urban population and consumption capacity, have laid a social and economic foundation for the development prospect of outdoor LED display media.

The "enclosure movement" of outdoor media resources was triggered

Based on the high expectations of outdoor LED screen media advertising, large and small media companies began to acquire resources and enclosure to build screens in a short period of time, hoping to cut a piece and have a bite from this sweet-smelling cake.

However, outdoor LED display media have a huge demand for capital. Without capital strength, it is difficult to expand rapidly and develop continuously in the industry.This situation began to reverse after the scale expansion reached its peak in 2008.Under the global financial crisis, venture capital decreases and local capital shrinks.At the same time, the advertising budget of enterprises is inevitably reduced, which makes some LED display media companies with insufficient capital or unable to get continuous capital injection face the serious result of capital chain rupture, and the capital ebb tide washs out those companies without capital strength and weak operation.

But there are two sides to every coin.This time, for some powerful LED screen media companies is a good opportunity to develop.For the choice of adverse expansion, phoenix city media President liu zuogeng analysis that: when the economy is good, to win a key city prime location, the negotiations alone will take a long time;But in a depressed economy, the government would be more open and aggressive about such investment.

Phoenix city media is invested by phoenix satellite TV.In 2007, phoenix satellite TV holdings and zhongyu investment have respectively injected 35 million Hong Kong dollars into phoenix city media.In April 2009, phoenix TV announced that phoenix metropolis media would receive a new round of capital injection totaling 87 million Hong Kong dollars to expand its outdoor media business in China.After the two injections, phoenix metro media has 157 million Hong Kong dollars (about 138 million yuan) in its hands.Phoenix city media owns the advantageous resources of phoenix satellite TV brand media, and enjoys inherent advantages in capital strength, media operation experience, global sales background and recognition degree of all sectors of society.

In just over two years, phoenix city media has built more than 40 large outdoor LED screens in 13 mainland economic centers, including Beijing, Shanghai, guangzhou, shenzhen, nanjing, wuxi, suzhou, hangzhou, Qingdao, zhengzhou, wuhan, chongqing and chengdu.Phoenix city mainland media to achieve cross-regional outdoor LED media network services, will be an information spread in the form of "face", and can choose the location, select the type of audience, the customer can be painted on the same time at different sites at the same time, such not only strengthens the power of advertising, more important is can for customers to create a broader and more precise advertising effect.

Network service is the trend of LED outdoor media development, but this requires strong financial support as a backing, high operating costs, this is also the strength of the test and verification."Enclosure screen construction" is only an introduction, the subsequent capital support and steady management is the basis for sustainable development in this industry.

One of the biggest characteristics of outdoor media is the monopoly of space resources, and the scarcity of geographical location determines the value of advertising. The so-called location is king, and outdoor LED display media is no exception.

Several of the most influential companies in the LED display media industry are trying to gain "screen Kings" in the city‘s core business districts and in the heart of the main road.Phoenix city media has just completed the largest outdoor LED screen with a total area of 1200 square meters in dinghao building, zhongguancun, Beijing. It also has LED screens in xidan juntai department store, tianhe book shopping center in guangzhou, shennan avenue electronic building in shenzhen and other places.These outdoor LED screens with excellent positions have become the hot spots for advertising and the most intuitive expression of LED display media companies‘ own brand and strength.

In 2009, an LED media company bid a high price of 50 million yuan for the LED advertising space in guangzhou tianhe zhengjia square. Although there are different opinions and opinions in the industry, this also reflects the fact that the screen resources are related to the survival of LED screen media companies.Some companies that do not have LED screen resources in important cities and regions can only cooperate with screen owners, which makes it difficult to guarantee screen quality.Obviously, those enterprises with their own LED display resources have more competitive advantages in the long run.

Outdoor LED media industry development is concerned

According to the "China outdoor LED large screen media value research report 2008" released by analysys international, by the fourth quarter of 2007, LED display media market advertising revenue scale of 93.8 million yuan (quarter), the growth rate has exceeded the building terminal, aviation terminal and other market segments;However, by the third quarter of 2008, the LED large-screen advertising market has reached 144.8 million;Analysys international predicts that the size of China‘s outdoor LED large-screen advertising market will reach 1.593 billion yuan in 2012. From 2007 to 2012, the annual compound growth rate of China‘s outdoor LED large-screen advertising market will reach 39.40%.

With the rapid development of outdoor LED display media, the ecological environment of the industry is bound to change. It is bound to develop from a forest of mountains to capital as the king, and then advance to the main line of professional competition and customer value creation.Each stage of development will eliminate a number of companies, the remaining in the market is bound to be strong capital, business model innovation and constantly create media value of the company, the so-called strong stronger.

At the China outdoor advertising conference held in changsha in March 2010, people in the industry also proposed how to explore and provide advertisers with more outdoor media services of core value, especially how to combine with new technologies, such as LED display media and bluetooth and wi-fi technology, so as to achieve the interactive effect with consumers.For example, in foreign countries, when consumers pass by the LED screen at lunchtime, they will receive a text message telling them about the restaurants nearby, and the detailed information of the restaurants will be displayed on the LED screen beside the consumers.According to phoenix city media, they will try this in the future to achieve more media value and customer value.

As a new form of media, outdoor LED display media industry still has too much to do.

At present, most LED display media companies are only busy with the initial stage of screen resource acquisition and customer development and sales, and have no energy or strength to build industry norms and LED display media monitoring system.However, the development of the media industry requires and must have an evaluation index system applicable to the media, which is also a sign of the maturity of this type of media.

In its research report on the media value of outdoor LED large screen in China, analysys international pointed out that the monitoring system and effect evaluation are not yet perfect, which leads to the undervaluation of new media form by capital and advertisers.The degree of market integration is not enough, fierce competition reduces bargaining power.Outdoor LED display media have the characteristics of TV and outdoor media as well as their own unique media properties, which makes the construction of LED display media evaluation system relatively complex.At present, phoenix city media has started to cooperate with third-party media monitoring agencies for exploratory attempts, and expects to jointly build LED display media evaluation index system with the industry.

Capital and resources are the basis of superior position, and the integration of resources, the study of media attributes and values, and the in-depth insight of media audiences are the continuous driving force for LED display media companies to achieve higher development.

The rapid development of outdoor LED display media is driven by the development of urbanization and the change of urban lifestyle. Opportunities and challenges coexist.

After the baptism of market competition, the outdoor LED display media that has real effect and is close to the consumer terminal and can provide in-depth customer value will surely achieve great development and become a powerful media.