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彭小东导师美国纽约户外广告传媒交流咨询培训赞誉而归

* 来源 : 媒无界 * 作者 : 媒无界(全球新闻中心) * 发表时间 : 2017-06-27 * 浏览 : 0

          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!近日彭小东导师应美国纽约户外广告传媒的邀请,为其提供咨询培训尤其是对美国纽约户外广告传媒开拓中国及中国内地的市场给予了非常中肯及实战的方案提案建议和参考,赢得了高度赞誉与好评,中国第一的广告传媒培训咨询专家!

  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, innovation and creativity Creative creation to create change in the human, all consumer-centric, cognitive trend to 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!彭小东导师认为中国的经济大家都是有目共睹的,现在及未来一定是向上和向前,中国是一个包容的世界级经济强国和大国,尤其是一带一路对中国及世界的影响将是巨大的,在中国高铁和地铁以及公交巴士候车厅户外广告,依旧是最强势的户外媒体资源,但是要做到价值型媒体还需要努力,户外是强势媒体吗,因科技而改变,场景管理空间管理,创新创意创智创作创造创变皆在人为,一切以消费者为中心,认知趋势引领,占领心智模式,开创场景管理,媒无界,竞合力等等还需要努力!广告的作用是巨大的,科技不重要,产品可以抄袭科技在不断更新,惟有品牌才最有价值,价值务虚价格务实价值是为价格服务的,广告的力量是巨大的,广告词改变一切,广告词就是咒语和魔咒,中小企业创业型企业做广告:三点很重要:一是开创一个新品类和特性;二是建立安全和信任感:三是自我认知和差异价值最大化!
 

  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.

  背景资料:
 

  1、城市人口增长高达12.1%

  美国的城市化及相应的户外显示屏的增加,据美国人口普查局的数据显示,2000至2010十年间,美国的城市人口增长高达12.1%,超过了该国同期整体人口9.7%的增长率。

  2、外广告资助的市政无线网络系统

  数字平台的扩张显著地增加了可供广告主选择的户外广告牌的总数。美国城市的发展也带来了各类户外媒体静态库存的增加。比如,2013年至2016年间,TAB测量的公交候车亭的数量增长了40%以上,这反映出乘坐公共交通的通勤者的人数的增加。就在上个月,纽约市宣布计划将过时的付费电话亭改建为由户外广告资助的市政无线网络系统。市政官员计划将10,000处付费电话亭改建为全球最快、最大的自由市政无线网络系统。届时,广告将出现在网络实体枢纽周围的数字显示屏上。

  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、技术促进数字户外部署及媒介融合
 

  持续的城市增长将推动全美城市新的户外基础设施扩张,特别是是街道层面和交通显示屏,其扩张成本也远比广告大牌要低,技术促进数字户外部署及媒介融合数字户外范围为广告主在制定战略营销信息方面提供了更多的选择和更高的灵活性。数字平台的大爆炸导致了大多数传统媒体的持续碎片化,但也增强了户外的影响力,因为消费者不在家的非睡眠时间的70%都和智能手机在一起。

  4、责任性

  标准化的测量可以通过整合的策划系统做出户外媒体与其他媒介的比较,包括非常有价值的媒体混合模型。此模型使得户外媒体在提升广告达到率的同时降低了整体的广告显示千次成本。

  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、额外的数据集将与户外评级整合在一起,
 

  用以提供有关消费者行为、对户外广告的反映以及投资回报率的更深度的洞察分析。这些数据来自包括移动运营商如AT&T的GPS数据、INRIX之类的交通监测服务,以及像PLACE IQ类的应用程序集成商。其中,蓝牙智能beacons将在户外扮演一个更为重要的角色。

  6、户外媒体公司的产品组合投资

  美国户外行业致力于利用最前沿的技术创新,打造新的基础设施。这一举措不仅在路边数字显示屏上得以体现,而且在整个交通范畴包括候车设施、地铁、机场、商场及报刊亭也都付诸实践。

  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、规模经济购进大量的小型运营商
 

  伴随着数字平台的发展,基本建设成本在单位的基础上正在递减,且这一趋势有望持续。而显示设备的质量也在随之提高。2014年的行业整合创造了进一步的规模经济——拉玛广告购进大量的小型运营商,Outfront Media收购VanWagner传播,Adams户外及其投资者正等待购买Fairway户外。另一项积极的融资驱动来自美国政府批准Outfront 媒体和拉玛广告将其经营业务转型为房地产投资信托基金(REIT),从而提高了这些企业所获得的税收优惠。

  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、加快简化户外策划和购买程序
 

  酝酿新举措,加快简化户外策划和购买程序,行业当下正在分析打造户外交易平台的可行性,以提升广告主在户外策划和购买流程中的效率。平台的一个分支可以是一个整合的数字网络,通过这一网络,广告主可以在一次简化的交易中就触及全美大多数成年人。

  9、媒体业务周期的变革

  媒体业务正在加速发展,户外行业的变革是显而易见的。结果,销售周期缩短,发布前预留时间压缩(含发布偏差)。美国大多数户外广告发布都要持续四星期及以上,数字户外除外。

  

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.

10、预算分配、产品类别及广告主的变化
 

  近年来,户外广告的本地花费增加,全国性的花费在减少。随着更多的全国性品牌再一次增加在户外的投放,这一趋势有望逆转。.....(未完待续,更多精彩尽在彭小东导师的现场精彩演讲,彭小东导师:《不懂行销力,如何当领导》,《一本书读懂大数据营销》等畅销书作者,中国广告传媒培训第一人,全球华人总裁卓越行销力导师,品牌竞合力暨切割领导力艺术创始人兼总教练;中华传媒行销力学院院长(筹),中国民营企业大学校长(筹);媒无界网,行销力网创始人兼总顾问,中国广告销售神奇教练,中国传媒营销教父,曾有过个人一天签订三张广告销售合同,三个月完成全年销售任务等成功广告销售,传媒营销经历;现任香港行销力(国际)控股集团,行销力传播董事长,中华广告媒介行销力研究院长等职;行销力国际控股集团五大业务板块:品牌管理,广告传媒,咨询培训,资源整合,资本运作!五大品牌全球运营中心:行销力---行销问题到此为止!媒无界---传无疆,媒无界,达天下!核心竞争力---超越竞争对手的优势能力!总裁智慧---智慧.智造.智力!竞合力---竞争.合作.共赢!微信手机号:13076066155)(责编:mandusijie)

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