Outdoor advertising into the LED era?

The Saudi Pavilion "moon boat" around the world the smiling faces of children, China Taiwan Museum launched the "Sky Lanterns", the pavilion, the "magic box" 720 degree space illusion...... With excellent performance and excellent plasticity, LED display technology in Shanghai, World Expo shine. Today, this technology in the field of outdoor advertising in Shanghai. Today, Phoenix's main LED display advertising Phoenix metropolis media, specially selected fifth anniversary celebration held in Shanghai; and Shanghai, Industrial and Commercial Bureau released the latest in 2011 the city outdoor media company rankings, the main outdoor LED display advertising the Shanghai tulip media with 364 million yuan of revenue among the top three. It is reported that the current national outdoor LED display advertising market share, there are 60% hands in the hands of the two companies.

This indicates that Shanghai has become the battleground of the outdoor LED media "highland"? All kinds of new media companies that look askance outdoor LED screen advertising, and it means that a rise of outdoor advertising in LED era?

LED duck

Whether it is walking in New York's times square or Ginza in Tokyo, Hongkong,, it is difficult to imagine if there is no LED lights and billboards embellishment, the world famous how the night will be eclipsed.

The application of new technology in outdoor media has stimulated the growth of global LED display advertising. From road signs, light boxes, neon lights and other traditional outdoor media, LED display manufacturing is not affected by the area restrictions, and is thin, can be attached in various public occasions, display text, images, animation, large-scale, coupled with high brightness, color, convenient and fast error detection and other unique features, which can make the advertisement more rendering force and power. Outdoor advertising market in the United States, outdoor video accounted for 80% of the share, of which LED display is a new profit growth point.

Data show that in 2011 China's total outdoor advertising amounted to 51 billion 500 million yuan, an increase of 14%, while the LED outdoor electronic screen advertising market reached $1 billion 215 million, an increase of 35.5%. According to Analysys International forecasts, from 2008 onwards, China's LED outdoor electronic screen advertising market will continue to maintain an average annual growth rate of 28% over the past year, reaching $1 billion 550 million in 2012, will grow to more than $2 billion 760 million in 2015.

The rise of LED display in China outdoor advertising industry is not accidental. The 2008 Olympic Games, 2010 World Expo, Guangzhou Asian Games and other activities held that local governments will be an important measure of city lighting engineering as a landscaping and publicity of the city, to allocate special funds to support the market, streets and other high traffic areas transformation. In all kinds of media, the characteristics of the LED display the most fit this requirement, you can carry out city image promotion, public service advertising and urban emergency information dissemination. At the same time, the new LED technology to improve the brightness of the light tube, can ensure a more energy saving on the basis of better image saturation, reduce light pollution. In addition, China is the world's most important LED lighting production base, in 2011 the domestic LED industry output value has exceeded 150 billion yuan, to meet the LED in the application of a large number of outdoor advertising advantage, so as to promote the further upgrading of related industries.

A set of data shows that the domestic market for LED outdoor display of all ages, during the Olympic Games in Beijing and Shanghai, World Expo, Beijing and Shanghai outdoor billboards were removed respectively 30 thousand and 47 thousand blocks, LED outdoor display little was affected, but occupy Beijing Wangfujing (600859, shares), Zhongguancun, Jingan Temple, Shanghai the people's Square, Guangzhou Tianhe, Shenzhen Huaqiang (000062, shares) north of the city centre. As of the end of last year, the country's 15 major cities have nearly 500 outdoor LED advertising screen into operation.

Aiming at the competition of "2 times"

Recently, LED display the famous department store in Hangzhou on a more than and 500 square meters, the distance of 100 meters away as long as the audience waved the arms, can be remotely operated beverage bottles on the screen, flip and pour water, catch all the attention of visitors. This kind of screen can also be networked at any time.

According to industry insiders, this interactive performance of the LED display has entered the 2 era". However, the actual situation in the market, the vast majority of LED display is still stuck in the "1 times" empty large area of the play and the content needs to be manually uploaded, the form is not flexible, the lack of communication with the audience.

No matter what the times, there is no doubt that a good market prospects have attracted a large number of media operators to flood. "After nearly seven years of rapid development, LED media industry have entered the period of ironing". Liu Zuogeng, President of the Phoenix media, said the industry's profits have been high from the early years was diluted to a fairly low level. From the growth rate of the national market in recent years, the growth rate in 2009 was only 15%, in 2010 with the growth rate of World Expo was reached at the end of last year, and fell back to the level of 35.5%.

Not only low profits, some companies have a problem. According to incomplete statistics, the current national outdoor operation of nearly 500 LED display can only produce about a year of turnover of the year, the average daily turnover of each screen even less than $6000 to 1 billion. The LED display is different from the traditional print media, the huge investment costs, a standard basketball display area will cost millions of dollars, in the process of operation but also need to pay an additional charge, operating costs, maintenance costs etc.. Rough estimate, the current average revenue level of the industry, to recover a basketball court