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Outdoor LED display advertising market in the end what are the constraints?
With the development of technology, digital outdoor has gradually become the mainstream, and now outdoor advertising pays more attention to content creativity, technology leadership and interactive experience. With the improvement of mobile payment related supporting fields, outdoor media will eventually realize the function of guiding sales, thus stimulating product sales.
Although China's outdoor LED electronic display advertising market has achieved rapid development, there are still five factors that restrict the further development of the industry in the market:
LED market chaos
Nowadays, the disorder of the outdoor LED advertising market competition is not obvious. Some high-tech and well-made large-scale enterprises produce products that are of high quality but costly and high-priced. Many SMEs want more The market share had to produce a large number of products with lower quality, which led to the emergence of "bad money drives out good money".
Urban advertising planning disorder
As the country's urbanization continues to advance, outdoor advertising is gradually expanding into second and third-tier cities. However, the random setting of outdoor advertisements in major cities is still happening from time to time. It not only undermines the harmonious and beautiful environment of the city where it is located, but it also more easily leads to large-scale rectification by the relevant government departments. At the same time, the advertising company's own operations during this period have also been greatly affected.
Outdoor advertising company fragmentation
Nowadays, the fragmentation of outdoor advertising companies is very serious, and the state of regional fragmentation needs to be further improved. Many outdoor advertising companies have a single type of media resources, lack of scale and network, and cannot effectively integrate the media to adapt to the Internet age. , multimedia communication needs.
Industry standardization system is not sound
The norms of the domestic and outdoor advertising industry and the unified evaluation system for various media values ​​have not yet been established. This has led to the major companies in the industry operating independently, lack of professional data guidance, and lack of scientific evaluation of the effectiveness of advertising. At the same time, the non-standard industry has led to turmoil in the market, confusion in the discount system, and black-box operations. This not only hurts the reputation and operations of many companies, but also caused great harm to the healthy development of the entire industry.
The company lacks innovation
Due to the vicious competition of "low cost, price war" in the industry market and the lack of innovative spirit. Many enterprises have low service quality, inadequate use of new technologies, new materials, and new processes, and lack of service guarantees. As a result, enterprises are operating in an extensive manner and it is difficult to effectively meet the needs of advertisers.