China's LED outdoor large screen weight needs more weight

Some people say that we live in a screen era, especially the rise and development of outdoor LED displays , and provide more excellent and rich visual resources for outdoor advertising media. Undoubtedly, China has more digital screens than any other country in the world, but its moderation needs to be improved. Imagine if you only pay attention to the number of screens, and the LED display is installed in a disorderly way, then this industry does more harm than good. The weight is better than the weight, it should become the new standard of LED outdoor large screen in China.
The rise of outdoor LED display
With the two advantages of high arrival rate and low cost, outdoor media has become the fastest growing advertising media in recent years. According to market data, in 2010, with a 2% negative growth in newspaper media, outdoor media grew at a rate of 85%, already occupying a 10% market share, and will continue to grow strongly. Among them, LED display as a strong communication carrier of outdoor media has made a breakthrough development.
The outdoor media growth path of LED display is benefited from its incomparable publicity effect.
First, visual impact creates unique communication values. With the advancement of social science and technology and the development of outdoor advertising, people's requirements for outdoor media are getting higher and higher. Traditional street signs, light boxes, single columns, neon lights and other forms of outdoor media can no longer meet the needs of the audience. The time when the audience is exposed to the media is further divided, and the media that can attract the attention of the target audience in an effective time will become the media with the most potential for development.
LED large screen has large screen area, eye-catching, visual impact, wide viewing angle and colorful color. It has good viewing distance and ultra-clear image, combined with unique space advantages, making LED large-screen media attract urban people. eyeball. According to relevant media reports, the average weekly arrival rate of outdoor LED large-screen media is 61.8%, the average weekly business circle arrival frequency is 3.8 times, and the monthly average arrival rate is 79.3%. 30% of the audience actively pay attention to outdoor LED large-screen media, audience. The average single eye stay was 15.1 seconds. LED large screen has a relatively stable and repeated contact audience, which is conducive to the effective transmission and understanding of LED large-screen media information.
Second, the arrival rate is high, effectively covering the audience. Most of the outdoor LED large-screen media construction sites are located in the landmark buildings of the core cities, the central business district, the main roads, and other functional places with dense traffic. With the urbanization process and the popularity of family cars, these places have become an indispensable and important place for the mainstream people in the city to engage in business and leisure, catering and shopping, and work out. Because of their scarcity and core characteristics, they have become marketing value and Quality media form.
The study found that outdoor LED large screen can effectively enhance the audience's perception and attitude towards the brand. For outdoor media, respondents are more inclined to think that the brand of outdoor advertising on the large LED screen is a powerful brand and leaders of various industries. Brand and so on. At the same time, LED large-screen advertising is also very helpful to enhance the impression of brands and products. 76.1% of the audience confirmed that outdoor LED large-screen advertising has a greater impact on brand and product impressions. The product's advertising efforts and the resulting good brand image will play a pivotal role in consumer purchases (see Figure 1).
Figure 1: The impact of outdoor media advertising on brand/product impressions (Source: CTR 16 Urban Outdoor LED Large Screen Survey, 2012)
Again, repeated dissemination, enhance audience acceptance. According to the CRT, there is also a major advantage that the LED outdoor display has advantages over other media, that is, the number of times the display is transmitted, and the main body of the group has the characteristics of youthfulness, high education and high income. The proportion of 21-45 years old is 80.2%, the proportion of college education is 65.9%, and the proportion of middle- and high-level managers is 34.8%. They have stable and high income and strong consumption power (see Figure 2).
Figure 2: Audience structure of outdoor LED large screen (Source: CTR 16 Urban Outdoor LED Large Screen Survey, 2012)
After contacting the outdoor LED large-screen advertisement, the audience behavior is affected by the advertisement, and the subsequent behavior intention is generated. Among them, nearly 20% will actively search for relevant information on the Internet, 6.7% will directly enter the store consultation, 24.7% will try to purchase the product, and 37.3% will pass on or actively discuss relevant product information to form a second spread. It can be seen that the outdoor LED display has a better propagation effect.
The weight needs to be heavy, and the outdoor LED large screen remodeling specification
The rise and development of outdoor LED displays is an unstoppable torrent and trend in the development of outdoor media. According to statistics, in 2011, China's LED outdoor electronic display advertising market reached 1.215 billion yuan, an increase of 35.5% over the previous year. The market size of 2012 reached 1.55 billion yuan, a year-on-year increase of 27.6%. Due to the numerous advantages of LED display screens, the media of high-end commercial districts in the city has entered the lanes of the lanes, and even began to show a flooding posture. The quality of the display itself is uneven, overused and confusing, which will have a negative impact on urban construction and style.

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