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！
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.
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.
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.
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.
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.
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.
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.