The Key To China's Digital Outdoor Advertising Transformation

- Jul 29, 2020-

In recent years, the integration of product and efficiency has been quite popular in the marketing circle, and the effect of traditional outdoor advertising has been questioned, because there are three major pain points in the actual operation process: difficult to select points before investment, high cost of monitoring and broadcasting during investment, and difficult to quantify after investment . It is gratifying that many outdoor advertising companies have realized these problems. Head players such as Focus and Trends have deployed digitalization, built future-oriented digital marketing capabilities, and accelerated the transformation to digital and programmatic.


In 2018, 50% of total outdoor media advertising sales in the UK and Australia came from digital media, and 17% in the US market. In the Chinese market, outdoor media net advertising revenue (excluding theaters) is estimated to be about 4 billion U.S. dollars in 2018, of which digital outdoor media advertising sales accounted for more than 25% (above the 18% average, about 1 billion U.S. dollars) , Making China one of the most developed markets.


During the epidemic, many people have seen the social welfare attributes and commercial value of outdoor media. Many advertisers will adjust their publicity strategies at the first time and increase the scale of outdoor advertising media. At this time, digital outdoor advertising will further highlight its competitive advantages, such as contactless publication and online remote updates, so that information can be communicated more timely. I believe that in the future, more digital outdoor media will emerge to help the industry to develop in a healthy manner.


For outdoor advertising companies, if they want to build or upgrade digital outdoor advertising networks, choosing the right software will play a decisive role in their performance. The excellent digital software is open and can help simplify the workflow and easily integrate the required tools. Simply put, it can bring you greater convenience.


Listed below are some specific functions of digital signage and digital outdoor advertising software that are worth configuring.


Basic functions of digital signage


If you just want to maintain the good operation of the digital signage network, there is no need to have all the new cool features of the major digital signage platforms, but we think the following important functions are at least worth considering.


1. Support mainstream media formats

If you only need to display static images on the digital display, since any digital signage software can handle JPG or PNG files, you don't need to consider other functions.


However, if you want to serve dynamic content, you need to make sure that the software can handle the content. For non-dynamic videos, MP4 is the standard video playback format supported by most software. Please note that if you need to play 4K content, you should confirm that the software can support the content. If you want to display dynamic content, you need to ensure that the software supports HTML5 format and can faithfully present creative content.


The above shows the standard format. If you want to use other formats, be sure to contact the software vendor before purchasing to ensure that their products meet the content delivery requirements.


For example, this Oreo advertisement simultaneously presented video content on a large outdoor screen during the solar eclipse, which once left a deep impression on many consumers.

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2. Excellent platform stability

The presentation of digital signage and digital outdoor advertising is to attract people's attention. Once there is any crash, error or other accident on the platform, media operators and their customers can immediately find out, and it will also bring discomfort to people.


Therefore, we strongly recommend that you take platform stability as your core concern when purchasing software. A good delivery platform performs almost perfectly during uptime, allowing you to focus on the main aspects of the entire business without worrying about whether the software will crash again.


3. High-level security

Hacking into a digital signage may seem interesting, but if it is your display, you probably won’t laugh.


In fact, there are always good deeds or mischiefs who will try to invade the digital display you set up in public places. In this regard, first need to take some specific restrictive measures to prevent hackers from invading the system, and at the same time to ensure that your software solution can prevent others from invading your system without authorization.


SOC I and SOC II security certifications are regarded as benchmarks for business-critical software, so when choosing a digital outdoor advertising processing platform, please pay attention to solutions that meet these standards.

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To ensure that the display screen displays the content accurately and completely,


Digital signage software should have adequate security


4. Scale


Some common digital signage software is more suitable for some small networks (about 1-20 displays). But if you want to expand the scale of the network, the workflow often becomes very time-consuming or unable to handle the heavy load of content management.


Whenever the solution does not work, it has to be transferred to other platforms, which will consume a lot of work time. In order to avoid this situation, you can choose digital signage software that can simultaneously expand the capacity. The right solution will help you easily manage 50, 100, or even 1000 displays, so you have no worries.


5. Remote monitoring + control function

We have also summed up many lessons from the new crown epidemic. For example, it is very important for companies to have the ability to operate their businesses remotely. This article applies to all situations including the epidemic. It can easily and quickly track each display in the central location, make emergency replacement anytime and anywhere, or update the content in a critical moment.


If you want to succeed in the digital outdoor media field in the 2020s, the ability to remotely monitor digital outdoor media assets has become a basic condition. Therefore, you need to ensure that the selected digital outdoor media software can support these functions.


Advanced features of digital signage


If you have higher requirements for the digital signage network and are not limited to delivering content on a scheduled time, you need to ensure that the selected digital signage platform supports the following functions.


6. Play effect report

After completing the content delivery, it is important to realize the visualization of the delivery content effect. Therefore, a platform with a broadcast effect report function is worth our investment.


The playback performance report allows you to understand when and where the content is played, understand the estimated amount of presentation, and provide you, customers or partners with other information you want to know. If you want to understand the performance of the content on the media network, you need to give priority to this feature.


7. Automatic content scheduling + delivery

Manually scheduling content to be delivered is a time-consuming task, especially for large networks, and it is also very error-prone. For example, you may need to ensure that the advertisements of competing brands are broadcast separately, or to meet the requirements of advertisers to prevent their advertisements from appearing in loops with specific products or industries. If the ad needs to be changed urgently when it is being delivered, a lot of scheduling work is required to ensure normal delivery.


The automated system will easily solve these problems, so you have no worries. Just enter the corresponding parameters for a certain piece of content to be played, and the system will automatically handle the scheduling and advertising work. If you need to change any content, the system will also handle it automatically, without manually adjusting the entire content schedule.


8. Scalability (data information push and other integration)

Some of the wonderful content played on digital signage and digital outdoor media needs to be realized with the help of integrated data feeds, audience analysis tools and other functions, and these tools are usually not the default configuration of digital signage software.


If you want to place great advertisements, provide useful real-time information, or just want to get an in-depth understanding of audience composition, please make sure that your digital signage software has integrated all the tools and data to achieve the above functions.


9. Multi-screen and synchronization function

Although one display screen is also good, multiple digital displays are better, and even give you an unforgettable experience. Multi-screen display can consist of multiple display screens forming a larger canvas to display a piece of creativity, or multiple screens can simultaneously play the same content.


Multi-screen display is equipped with relevant hardware, so that the content can be delivered to all displays simultaneously, so it consumes more energy than single-screen display, and it also needs to be equipped with the required software. If you need multi-screen display or synchronized playback, please make sure that the software you use can complete the work.

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Example: The "Harry Potter and the Cursed Child" advertisement covering the entire Times Square is arranged to display one advertisement on multiple different displays.


10. Delay delivery through content caching

In theory, real real-time content delivery works well. It requires that the right content be delivered to the designated screen at the right time, but in practice, various problems may arise if you want to do this. A slow or unstable connection can cause a blank screen to appear on the display, and content loading is unusually slow.


To successfully implement remote content delivery, it is necessary to ensure that the system can cache the content a few minutes before the content is played at the right time, so as to avoid content playback confusion caused by connection problems, while still ensuring the relevance of near-real-time content scheduling.


As a communication medium with a relatively long history, outdoor media has a relatively traditional model. More and more outdoor media companies are beginning to seek transformation, do data empowerment in outdoor scenarios, use technology to promote model changes, empower advertisers, and make offline media more valuable.


The outbreak of IoT in the 5G era provides technical opportunities for outdoor media to become fully online, digital, and intelligent. It is believed that in the near future, the outdoor advertising industry will realize self-innovation in the era of the Internet of Things and fully enter the data-driven era.