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彭小東導師美國紐約戶外廣告傳媒交流咨詢培訓贊譽而歸

導讀】 廣告的作用是巨大的,科技不重要,產品可以抄襲科技在不斷更新,惟有品牌才最有價值,價值務虛價格務實價值是為價格服務的,廣告的力量是巨大的,廣告詞改變一切,廣告詞就是咒語和魔咒,中小企業創業型企業做廣告:三點很重要:一是開創一個新品類和特性;二是建立安全和信任感:三是自我認知和差異價值最大化!

  Peng Xiaodong recently invited the United States in New York outdoor advertising media, to provide consulting training, especially for the United States New York outdoor advertising media to develop China and the Chinese mainland market has given a very pertinent and actual program proposal proposal and reference, won a high praise and Praise, China's first advertising media training consultants!近日彭小東導師應美國紐約戶外廣告傳媒的邀請,為其提供咨詢培訓尤其是對美國紐約戶外廣告傳媒開拓中國及中國內地的市場給予了非常中肯及實戰的方案提案建議和參考,贏得了高度贊譽與好評,中國第一的廣告傳媒培訓咨詢專家!

  Peng Xiaodong mentor that China's economy is obvious to all, now and the future must be up and forward, China is an inclusive world-class economic power and power, especially along the way all the way to China and the world will be huge, in the China's high-speed rail and subway and bus bus waiting room outdoor advertising, is still the most powerful outdoor media resources, but to do value of the media also need to work, outdoor is a strong media, because of technology and change, scene management space management, creative Chuangzhi are all man-made, all consumer-centric, cognitive trends lead, occupation of the mental model, to create a scene management, media unbounded, competing force, and so also need to work! The role of advertising is huge, the technology is not important, the product can copy the technology in the constantly updated, only the brand is the most valuable value of the pragmatic price is pragmatic price, advertising power is huge, advertising changes everything, advertising Word is a spell and curse, small and medium enterprises start-up enterprises to advertise: three very important: First, to create a new category and characteristics; the second is to establish a sense of security and trust: the third is self-awareness and the value of the difference to maximize!彭小東導師認為中國的經濟大家都是有目共睹的,現在及未來一定是向上和向前,中國是一個包容的世界級經濟強國和大國,尤其是一帶一路對中國及世界的影響將是巨大的,在中國高鐵和地鐵以及公交巴士候車廳戶外廣告,依舊是最強勢的戶外媒體資源,但是要做到價值型媒體還需要努力,戶外是強勢媒體嗎,因科技而改變,場景管理空間管理,創意創意創智皆在人為,一切以消費者為中心,認知趨勢引領,占領心智模式,開創場景管理,媒無界,競合力等等還需要努力!廣告的作用是巨大的,科技不重要,產品可以抄襲科技在不斷更新,惟有品牌才最有價值,價值務虛價格務實價值是為價格服務的,廣告的力量是巨大的,廣告詞改變一切,廣告詞就是咒語和魔咒,中小企業創業型企業做廣告:三點很重要:一是開創一個新品類和特性;二是建立安全和信任感:三是自我認知和差異價值最大化!

  Background information:

  1, urban population growth as high as 12.1%

  US urbanization and the corresponding increase in outdoor display, according to the US Census Bureau data show that between 2000 and 2010, the US urban population growth of up to 12.1%, more than the country's overall population growth rate of 9.7% over the same period.

  2, outside the advertising-funded municipal wireless network system

  The expansion of the digital platform significantly increases the total number of outdoor billboards available to advertisers. The development of American cities has also brought about the increase in static inventory of various outdoor media. For example, between 2013 and 2016, the number of TAB surveyed bus shelters increased by more than 40%, reflecting an increase in the number of commuters in public transport. Just last month, New York City announced plans to convert outdated pay phone booths into outdoor advertising funded municipal wireless network system. Municipal officials plan to convert 10,000 pay phone booths into the world's fastest and largest free municipal wireless network system. By then, the ad will appear on the digital display around the network entity hub.

  背景資料:

  1、城市人口增長高達12.1%

  美國的城市化及相應的戶外顯示屏的增加,據美國人口普查局的數據顯示,2000至2010十年間,美國的城市人口增長高達12.1%,超過了該國同期整體人口9.7%的增長率。

  2、外廣告資助的市政無線網絡系統

  數字平臺的擴張顯著地增加了可供廣告主選擇的戶外廣告牌的總數。美國城市的發展也帶來了各類戶外媒體靜態庫存的增加。比如,2013年至2016年間,TAB測量的公交候車亭的數量增長了40%以上,這反映出乘坐公共交通的通勤者的人數的增加。就在上個月,紐約市宣布計劃將過時的付費電話亭改建為由戶外廣告資助的市政無線網絡系統。市政官員計劃將10,000處付費電話亭改建為全球最快、最大的自由市政無線網絡系統。屆時,廣告將出現在網絡實體樞紐周圍的數字顯示屏上。

  3, technology to promote digital outdoor deployment and media integration

  Continued urban growth will drive the expansion of new outdoor infrastructure in the United States, especially at the street level and traffic display, and its expansion costs are far lower than advertising, technology to promote digital outdoor deployment and media integration Digital outdoor range for advertisers In the development of strategic marketing information to provide more choices and greater flexibility. The big bang of the digital platform has led to the continued fragmentation of most traditional media, but also enhances outdoor influence because 70% of consumers are not at home with non-sleep time and smartphones together.

  4, responsibility

  Standardized measurements can be made through an integrated planning system to compare outdoor media with other media, including a very valuable media hybrid model. This model allows the outdoor media to improve the advertising rate while reducing the overall display of thousands of times the cost of advertising.

  3、技術促進數字戶外部署及媒介融合

  持續的城市增長將推動全美城市新的戶外基礎設施擴張,特別是是街道層面和交通顯示屏,其擴張成本也遠比廣告大牌要低,技術促進數字戶外部署及媒介融合數字戶外范圍為廣告主在制定戰略營銷信息方面提供了更多的選擇和更高的靈活性。數字平臺的大爆炸導致了大多數傳統媒體的持續碎片化,但也增強了戶外的影響力,因為消費者不在家的非睡眠時間的70%都和智能手機在一起。

  4、責任性

  標準化的測量可以通過整合的策劃系統做出戶外媒體與其他媒介的比較,包括非常有價值的媒體混合模型。此模型使得戶外媒體在提升廣告達到率的同時降低了整體的廣告顯示千次成本。

  5, additional data sets will be integrated with the outdoor rating,

  To provide insight into consumer behavior, a reflection of outdoor advertising, and a deeper insight into ROI. The data comes from mobile operators such as AT & T's GPS data, traffic monitoring services such as INRIX, and application integrators like PLACE IQ. Among them, Bluetooth smart beacons will play a more important role in the outdoors.

  6, outdoor media company's portfolio investment

  The US outdoor industry is committed to using the cutting edge of technological innovation, to create new infrastructure. This initiative is not only reflected in the roadside digital display, but also in the entire transport areas, including waiting facilities, subways, airports, shopping malls and newsstand also put into practice.

  5、額外的數據集將與戶外評級整合在一起,

  用以提供有關消費者行為、對戶外廣告的反映以及投資回報率的更深度的洞察分析。這些數據來自包括移動運營商如AT&T的GPS數據、INRIX之類的交通監測服務,以及像PLACE IQ類的應用程序集成商。其中,藍牙智能beacons將在戶外扮演一個更為重要的角色。

  6、戶外媒體公司的產品組合投資

  美國戶外行業致力于利用最前沿的技術創新,打造新的基礎設施。這一舉措不僅在路邊數字顯示屏上得以體現,而且在整個交通范疇包括候車設施、地鐵、機場、商場及報刊亭也都付諸實踐。

  7, economies of scale to buy a large number of small operators

  With the development of digital platforms, capital construction costs are declining on a unit basis, and this trend is expected to continue. While the quality of the display device is also increasing. 2014 industry consolidation created a further economies of scale - Rama advertising purchased a large number of small operators, Outfront Media acquired VanWagner spread, Adams outdoors and its investors were waiting to buy Fairway outdoors. Another positive financing drive from the US government approved Outfront Media and Rama advertising to transform its business into REITs, thereby increasing the tax benefits of these companies.

  7、規模經濟購進大量的小型運營商

  伴隨著數字平臺的發展,基本建設成本在單位的基礎上正在遞減,且這一趨勢有望持續。而顯示設備的質量也在隨之提高。2014年的行業整合創造了進一步的規模經濟——拉瑪廣告購進大量的小型運營商,Outfront Media收購VanWagner傳播,Adams戶外及其投資者正等待購買Fairway戶外。另一項積極的融資驅動來自美國政府批準Outfront 媒體和拉瑪廣告將其經營業務轉型為房地產投資信托基金(REIT),從而提高了這些企業所獲得的稅收優惠。

  8, to speed up the simplification of outdoor planning and purchase procedures

  Brewing new initiatives to speed up the simplification of outdoor planning and purchase procedures, the industry is now analyzing the feasibility of building an outdoor trading platform to enhance the advertisers in the outdoor planning and purchase process efficiency. A branch of the platform can be an integrated digital network through which advertisers can reach most of the nation's adults in a simplified transaction.

  9, the media business cycle changes

  Media business is accelerating development, outdoor industry changes are obvious. As a result, the sales cycle is shortened and the pre-release reservation time is compressed (including release bias). Most outdoor advertising in the United States will last for four weeks and above, except for digital outdoors.

  8、加快簡化戶外策劃和購買程序

  醞釀新舉措,加快簡化戶外策劃和購買程序,行業當下正在分析打造戶外交易平臺的可行性,以提升廣告主在戶外策劃和購買流程中的效率。平臺的一個分支可以是一個整合的數字網絡,通過這一網絡,廣告主可以在一次簡化的交易中就觸及全美大多數成年人。

  9、媒體業務周期的變革

  媒體業務正在加速發展,戶外行業的變革是顯而易見的。結果,銷售周期縮短,發布前預留時間壓縮(含發布偏差)。美國大多數戶外廣告發布都要持續四星期及以上,數字戶外除外。

  10, budget allocation, product category and changes in advertisers

  In recent years, local spending on outdoor advertising has increased, and national spending has been reduced. With more national brands once again increased in the outdoor delivery, this trend is expected to reverse. Paint Xiaodong mentor: "do not understand marketing power, how to lead", "a book to understand the big data marketing" and other best-selling author , China's advertising media training first person, the global Chinese president excellent marketing force instructor, brand competing force and cutting leadership art founder and head coach; China Media Marketing Institute Dean (chips), China's private enterprise university president ); Media unbounded network, marketing force network founder and general counsel, China advertising sales magical coach, the Chinese media marketing godfather, had a day to sign three advertising sales contracts, three months to complete the annual sales tasks such as successful advertising sales , The media marketing experience; the current Hong Kong marketing force (International) Holdings Group, marketing force, chairman of the board, the Chinese advertising media marketing research director and other staff; marketing force International Holdings Group five business segments: brand management, advertising media, consulting training, Resource integration, capital operation! Five brands global operations center: marketing force --- marketing issues so far! Core Competence --- Competitive. Cooperation. Win-win! WeChat mobile phone number: The core of the competition, 13076066155)

  10、預算分配、產品類別及廣告主的變化

  近年來,戶外廣告的本地花費增加,全國性的花費在減少。隨著更多的全國性品牌再一次增加在戶外的投放,這一趨勢有望逆轉。

聲明:本文章來自于彭小東專家專欄,此類稿件不代表本網觀點。
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