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Value Innovation Of Outdoor New Media

2008/4/21 16:16:00 17

The Value Innovation Of Outdoor New Media.

Outdoor new media is relying on the power of capital to constantly exploit the attention resources of consumers in time and space. When limited outdoor time and space are gradually grabbed by various types of new media, whether outdoor outdoor media can achieve the same effect as in the past has become an unknown number.

For outdoor new media, value innovation is imminent if we want to maintain vigorous vitality.

From familiarity to emotional identification

With the excessive exploitation of media resources, the audience is facing the media environment of information explosion, which makes it difficult for them to endure the heat of a new media.

For example, when an audience just sees the LCD TV in the elevator, they will be curious, and they will focus on building LCD TV because they do nothing during the elevator.

However, when they become more familiar with the media, their attention is likely to drop, because they can not find the message that needs their own active attention from the LCD TV which simply plays the advertising message. This familiarity and passive acceptance will make the new media face awkward reality.

When outdoor new media coverage and channel resources develop to a certain scale, it is very important for outdoor new media to establish emotional identification and connection with consumers based on information dissemination. To establish such a link, outdoor outdoor media need to integrate the spiritual needs and information needs of the audience in specific time and space, and work hard in the way of new media. For example, for a rolling LCD TV with broadcast advertisements, through broadcasting some social public service advertisements, or pforming the advertiser's brand publicity into brand interaction activities with consumers, through these ways, the audience can keep the enthusiasm of the media, and let the audience have the expectation of passing through such locations every day, so that the continuous attention value of the new media can be established.

Outdoor gold business opportunities

The traditional radio media have the prime time and garbage time for the audience to concentrate on watching and listening. Newspapers also have relatively concentrated time for readers to read, and the same is true of the Internet.

However, unlike the new media, when consumers are in contact with traditional media, they have their own initiative in space. Their attention can be very long, and even they can be exposed to these media with a more relaxed attitude.

And for outdoor mobile people, it is particularly valuable to grab the outdoor time to grab the audience's eyeballs, because in the outdoor space, consumers often race against time, they have their own mobile purposes and time constraints, so the time to stay is very short.

From the perspective of the overall audience movement, outdoor outdoor media also have their prime time. For example, for public pport media and LCD TV media, the rush hour of daily commuting is concentrated prime time. This time the number of advertisements and the attention of users will be higher than other periods. The "seconds" of people moving in the short time will naturally have the same high value as the prime time of the audience watching TV at home, but the golden time value of outdoor new media is underestimated or even ignored.

For outdoor new media, the calculation of advertising fees according to the golden time and non prime time of audience contact is a reasonable consideration of communication value.

Cross media value

For advertisers, each consumer has their own set of media contact behaviors and habits. Moreover, the media that consumers are exposed to is not single. The cross combination of media brings strong influence to the brand.

For new media, dialysis of consumers' Media Association and cross media behavior path is of great significance to the development of its associated value.

For example, a customer suddenly sees a new product advertisement in the morning and has some memories. When he comes to a big office, he may turn on the computer to inquire about the product information on the Internet. If he reads the same newspaper, he will soon make a purchase decision. This is the reality of the consumer's cross media behavior everyday. Although every media is expecting the advertiser to give the budget to himself, the relationship between the new media and the traditional media is interrelated and interwoven from the perspective of consumer behavior.

Therefore, outdoor new media should not only study the outdoor form of consumers, but also study the form of consumers in the home, office and other places, and find the main points of value innovation.

Nowadays, outdoor new media is often treated alone in media strategy, which underestimates the value of new media, because many advertisers regard it as a trial product.

Outdoor new media must integrate into the overall media ecology to achieve its normal and reasonable value. From the future, the symbiotic and common prosperity between new media and traditional media is the general trend.

For example, people like to carry magazines in bags, including digital TV, mobile TV and so on. These are the values of innovation and integration between new media and traditional media.

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