Opening Up A New Era Of Marketing, Programmed Purchase + Outdoor
In May 21, 2015, the twelfth China outdoor communication conference was held in Shanghai.
Leisurely and easy interworking CEO Zhou Wenbiao mentioned in his speech that in China, more and more Outdoor Advertising Company begin to attach importance to creativity, strategy and other services, and even provide more professional services through more efficient and effective technical means. Under the background of the Internet era, outdoor media are also facing digital challenges.
As a popular marketing circle, programmed purchase has been growing rapidly both at home and abroad. More and more brand advertisers are starting to substantially increase the budget of programmed purchase, so as to achieve more efficient brand marketing.
Programmed
purchase
The impact of outdoors collision on the integration and collision of outdoor media and procedural purchase has accelerated the pformation process of foreign outdoor media. Last year, the Australian digital Outdoor Advertising Company Val Morgan announced that its PumpTV gas station media network has been programmed to purchase, and all media can conduct automated pactions based on real-time audience measurement. In May of this year, video DSP TubeMogul also announced that it merged with the outdoor advertising trading platform Site Tour. At this point, thousands of pnational outdoor electronic screens were involved in programmed purchase, and the era of digital outdoor programmed purchase has arrived.
In China, procedural
purchase
They also extend their tentacles to traditional media.
Zhou Wenbiao introduced that since the launch of China's first DSP platform in 2012, it has been leading the trend of the whole industry.
In February 4th, Yau Yi Tong interacted with the Guangzhou press group, Guangdong media, to set up an advertising technology company to integrate digital marketing and traditional media through procedural purchase.
At the end of the global mobile Conference (GMIC), leisurely and interworking once again put forward the concept of leading the industry: procedural purchase + integration, including PC, mobile, video flat, outdoor, flat and TV resources, data access, all aspects of integration of all resources, more three-dimensional screening of target audience for the brand owners, and create a more complete marketing ecosystem chain.
Programmed purchase + outdoor curtain opening
Outdoor media has always been the value of outdoor advertising because of the monopolization of media resources, the shock of big picture, the interaction of real scenes, the place to stay, the accumulation of consumption path and the advantages of hyperlink platform.
In discussions with representatives of several Outdoor Advertising Company, Lei Jingsheng, general manager of Shanghai, said that the reason why outdoor large screens attract audiences is that they are the most likely media that people can see when they leave their cell phones. They can also pay attention to people who walk in fragmented time. Therefore, they are also one of the most important media for procedural purchase.
However, the advertising resources with important value in outdoor advertising industry still need to be integrated, and the new technology represented by programmed purchase will be an important force in the development of outdoor advertising.
How to play the value of programmed purchase + outdoor? Zhou Wenbiao thinks that in the Chinese ecological system of programmed purchase, DSP is the brain of the whole chain and the decision-maker in the whole process.
The key to procedural purchase is technology and data, in which big data solve the problem of finding people, and the technology platform solves speed and scale.
Two main products: DSP platform and data bank 2, effectively integrate PC, mobile, video, smart TV and other multi-party data.
Outdoor media, as an important media resource, integrate into the
Yoyi Media
In the programmed purchase + system, it will help the brand more efficient touch target crowd, expand the audience's scope, combine offline media and online media, create a cross media, omni-directional advertising marketing platform, and make up for the lack of outdoor media in the effect and real-time interaction, so that outdoor advertising can truly enter the precise era.
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