The market of outdoor large-scale digital signs is 15.3 billion in the whole year, with an annual growth of more than 10% in the next five years
The market of outdoor large-scale digital signs is 15.3 billion in the whole year, with an annual growth of more than 10% in the next five years
Outdoor advertising is an important part of urban block landscape, which is equivalent to the city image business card. With the development of information and intelligence, large digital signs will gradually replace other types such as light box advertising and neon lights, focusing on the vigorous development of subdivided products such as LED large screen and LCD wall.
The annual scale of outdoor large-scale digital signs was nearly 15.3 billion
With the gradual control of the epidemic, the economy began to recover, and outdoor advertising also regained its vitality. According to data, in 2020, the market scale of large outdoor digital signs was close to 15.3 billion yuan, a slight increase of 0.3% over the same period. Meanwhile, according to the quarterly report on Chinese mainland LCD digital sign market analysis, the scale of outdoor small digital signboards is less than 1 billion.
Outdoor large-scale digital signs started late in China, especially the development of LED large screen was active with the 2008 Olympic Games, and then entered a period of vigorous development. Benefiting from the rise of "night economy" and the new infrastructure policy, it is expected that the annual growth rate of outdoor large-scale digital signage market will remain above 10% in the next five years, and the market scale will reach more than 27 billion yuan in 2025.
The demand for commercial buildings is the first, and the demand for super large LED screens is the fastest growing
According to the survey, large outdoor digital signs are mainly used in the information release of commercial buildings, accounting for nearly 40%. The demand for outdoor digital signs by bus and subway takes the second place, accounting for more than 20%.
In recent years, LED screen has become the preferred product for media release due to its advantages in construction cost, brightness and color display effect. In the display area of more than 500 m2, large digital signs mostly use LED screen. Compared with LCD wall, because of its irreplaceable characteristics, it is separately listed as a class of application scenarios, called super large LED. The proportion of super large LED screen is about 17%, and the compound growth rate in the last three years is the fastest, as high as 9%. Other typical application scenarios include aviation terminal, rail transit platform, store terminal, school campus, etc.
Innovation of hardware and content in the emerging trend of outdoor LED large screen
In the publicity and display scenes of building media, shopping centers, catering and retail, the advertising effect of LED large screen is much better than that of traditional outdoor billboards. Advertising carrier is no longer a static single function. In comparison, the dynamic picture visual impact of full-color LED advertising is stronger, and the conversion rate of brand advertising is also higher.
In the era of big data, the LED large screen continues to innovate in hardware and content, so as to comply with the emerging trend of outdoor media development.
Visual performance is more diversified. Naked eye 3D technology has matured, and similar creative effects have appeared in cities such as Chengdu, Chongqing and Shanghai. In the future, more new visual performance technologies leading the trend will be applied to the outdoor LED screen advertising media market.
From single communication to audience participation and interaction. Combine the popular WiFi network, wechat QR code, mobile app, augmented reality technology, multi screen interaction technology, expression recognition technology and human screen interaction technology to realize two-way interaction with the receiving group.
Rich content and multi screen linkage communication. Operating content is no longer an advertising carrier, but also can spread public welfare, broadcast news, information and other rich video content. Under the construction of smart city, multiple local screens realize joint broadcasting linkage, break the broadcasting mode of pure commercial advertising information on LED screen, and make the audience have higher information value and stickiness.