The stickiness between outdoor new media and the audience will bring new value to the business

Reporter Ye Bihua Guangzhou reports

"With the rapid development of outdoor media, advertising is no longer a single profit-making way, and the stickiness between outdoor new media and audience will bring new value to the business." On July 10, Guangdong Southern Press New Vision Media Co., Ltd. Vice President Nie Chen Sheng 21st Century Business Herald reporter said.

During the World Cup in Brazil, "Nanfang Baohe LED Broadcasting Network" launched a large screen interactive event in Guangzhou, Shenzhen, Dongguan and Foshan with the help of interactive broadcasting system and mobile terminal interactive technology. Fans through the mobile phone and LED screen interaction, to participate in interactive games, to experience the unique World Cup.

In order to realize the all-media strategy, in 2011, Southern Newspaper Media Group integrated its internal resources and introduced Guangshen Holding Group and Yuexiu Group to set up a joint venture of Guangdong Nanfang Newspaper New Horizon Media Co., Ltd. with a registered capital of 126 million yuan, while "Southern Newspaper LED Network "is the company's core business.

Nie Chen Sheng said that when the original joint venture to set up a new horizon media company, shareholders have put forward the listing requirements. At present, New Horizon Media is working hard to regulate various management systems based on the standards of listed companies, and corporate restructuring efforts are also being actively promoted.

Nuggets screen interaction

The Media Association's 2013 and 2014 Forecast Reports on Media Industry in China, released by the media broadcasting agency, show that consumers' media contact behavior has changed, evolving from the previous single-screen to multiple-screen. Among them, the new technology for the development of outdoor media provides a more rich and diversified possibilities, three-dimensional, eye control, naked eye 3D and other technologies for outdoor communication provides more experiential practice. GroupM is estimated that this year's outdoor media advertising growth will reach 9.3%.

June 3, the new culture to be announced in the form of shares to be issued and payment of cash to buy tulips spread 100% stake and Dax Advertising 100% stake, the underlying assets transaction price totaling 1.5 billion, once again detonated the capital sector on the outdoor media s concern.

Tulip Spread is one of the largest advertising companies to operate outdoor LED large-screen media in China. The number of outdoor LED large-screen media currently in operation is 232, of which 24 are self-owned screens, covering nearly 90 cities nationwide. Dakos advertising itself has 9 LED screen media.

Bo said that the National Media Transaction and Investment Director Wang Xue pointed out that technology and innovation has been promoting the development of outdoor LED large-screen media industry, Bluetooth, WIFI and other wireless network transmission technology inspired or based on its screen configuration, Get more opportunities for development.

"The current outdoor new media profit model is to attract advertisers to advertise and pay, but this model is the product of the traditional mode of outdoor media, and not necessarily suitable for outdoor new media." Nie Chen Sheng that outdoor new media Digital properties make it a dynamic gorgeous screen, real-time data updates, interactive technology capacity. In other words, outdoor new media functions more than the traditional outdoor media, it is not only a carrier of advertising, but also to achieve news, interactive, practical and other functions.

In the "Southern Newspaper LED Network," was first established the "public + news + advertising," the LED media distribution model, to be with the South Press Media Group media resources to enhance user stickiness.

Traditional media opportunities

In fact, the impact of new media, the urgent transformation of traditional media. According to the forecast by the GroupM, the advertising revenue of traditional paper media this year is still negative growth, with a growth rate of -2.4%. For paper media, the top three advertisers category are commercial and service industries, real estate and automobiles.

"Localization of content is a way to stay competitive, especially with local newspapers, under the impact of new media, but overall new business models are still under exploration, how to digitize and to survive and still need to wait. The Maui report shows.

Appears in Nie Chen Sheng, the media's core values ​​should be reflected by the audience's attention. Now people can see the latest news of the day in outdoor new media, interact with them by mobile phone, or get more practical information. The original single nature of the media as an advertising carrier began to diversify, practical and entertaining features make it return to the media-based value orientation.

In order to enhance the practicability and entertainment, "Southern Newspaper LED Network" launched special coverage for this World Cup, outdoor LED big screen on the World Cup events conducted a full range of real-time tracking reports. In addition, NetEase also news client cooperation, the "NetEase star card dual-screen interactive games" moved to the outdoor LED screen.

"With the support of mobile terminals and mobile networks, the business information provided by the outdoor new media can lead to a series of outdoor purchases, for example, two-dimensional code of merchants on the outdoor LED large screen can stimulate and guide the audience to move to the physical store for consumption The cooperation between businesses and outdoor media is no longer just a simple advertising. "Nie Chen Sheng said.

At present, Horizons Media has become the largest LED media operator in South China and has formed a LED network covering the Pearl River Delta and major cities in Guangdong Province, radiating the major central cities nationwide, self-built or sole agent of the LED screen 50 The remaining blocks, with a total area of ​​more than 15,000 square meters, have formed a comparative advantage in the PRD region in covering media resources and have achieved network simulcasting.