New trends in outdoor media Airport LED big screen to help enhance brand value

Recently, the twentieth session held in Nanjing Chinese International Advertising Festival, CCTV market research group Air Media (hereinafter referred to as CTR) held a conference to spread China aviation value common people". The conference released the latest research results of CTR - "Airport LED media value blue book".

The press conference, Mr. Tian Tao CTR, senior vice president of media expert Dr. Jiang Tao Huang Shengmin, director of the Communication University of China, advertising, Beijing Dentsu advertising company vice president Li Xisha, director Mo Chongguang and other civic Hakuhodo customer media experts to discuss the new characteristics of the financial media era of outdoor media development trend and aviation media in the process of innovation, Air Media aviation media network communication value and market prospect of highly recognized experts.

Since 2005 the first group Air Media aviation television media network, 2007 launch of the world's first aviation digital Shuabing network, LED network has been operating since 2011 the airport covers more than a dozen major domestic airports, by domestic and foreign advertisers highly recognized by many research institutions for the capital market as the new growth point of Air Media. At present, the Air Media has a share of China digital air media market more than 90%.

The joint Air Media of the CTR investigation science of aviation crowd behavior patterns, consumption habits, launched the "Airport LED media value blue book". The blue book to share development environment, platform value, quality advantage, marketing driven value of the aviation media audience, and many other value theory and practice content, promote the transformation and integration of the media industry, to maximize the interests of advertisers and audiences, to promote the marketing practice and the society coordinated growth in consumption, and ultimately create the interests of enterprises and society communion.

Blue Book key data summary:

Airport LED big screen to become the effective media contact point of high-end consumer groups

In recent years, with the rapid economic growth and the gradual improvement of people's living standards, the civil aviation industry has been rapid development. National Civil Aviation Administration released data show that as of the end of 2012, China has a total of 183 transport airports, civil aviation passenger traffic reached 680 million passengers per year.

The continuous expansion of the size of the audience provides a solid foundation for the development of aviation media. In the aviation audience, the high-end consumer is an important part of air passengers, compared with other outdoor media, aviation media has the advantage of audience. In the aviation media, the airport LED big screen with its unique location resources and digital technology has become the most dominant media.

Airport LED large screen arrival rate, the audience depth contact media

The airport LED big screen occupied the airport security checkpoints, check-in area and other key position, the media arrival rate is relatively high, reaching 88.3%.

According to the survey, the passengers in the airport during the flight process, the average exposure to the airport LED large screen frequency of 2.3 times, which contact more than 3 times the audience for the audience of 26.5%. The security port takes longer, the contact frequency is higher, and the passenger's mentality is more calm, has guaranteed the security mouth advertisement to obtain more contact opportunities.

Airport LED big screen advertising product prices are expected to be higher

Compared with other types of outdoor media, the airport LED large screen itself in the hearts of the audience to form a high end of the media image, the audience on the airport LED large screen advertising products have higher psychological expectations.

As a car at the airport, if there is LED big screen, the audience that the models for the price of 293 thousand yuan, if appear in the District of LED big screen, big buildings or outdoor LCD television advertising, the audience psychological expectations of a lower price, were 254 thousand yuan, 244 thousand yuan, 239 thousand yuan.

Compared with other outdoor media, airport LED large screen advertising can effectively enhance the audience's feelings and expectations of the value of goods. Therefore, the high-end luxury goods and luxury brands to enhance the value and image of the airport LED big screen more advantages.

Airport LED big screen boost brand value

The technical characteristics of the airport LED digital advertisers can make more flexible adjustment of the delivery plan. For the pursuit of brand image shaping and maintenance of advertisers, should be in the airport LED big screen to maintain long-term stability of the advertising plan. For the hope that the rapid promotion of new products advertisers, you can consider a large amount of time in a short time put the airport LED large screen advertising. Advertisers should make full use of the airport LED big screen shocking visual effects, through better advertising ideas to attract more attention.

Airport LED advertising content can win the audience's extensive trust, effectively enhance the brand image in the minds of the audience, is conducive to the internationalization of the brand image. For the big screen in the airport LED brand or product, 49.3% of the audience believe that its advertising content is true and reliable. 61.4% of the audience believe that it is a powerful brand, the audience of the brand is considered to be the industry's leading brands, 31.9% of the audience that its brand is an international brand.

Airport LED audience in the high-end business crowd is the main body, which provides a convenient media channels for the high-end products or brands accurately and effectively cover their target consumers. For ordinary consumer goods, the airport LED is more suitable to enhance and promote the brand image. At the same time, taking into account the audience is mainly for business managers, attention to business information, therefore, the airport LED suitable for a wide range of corporate events