I am engaged in outdoor media work and want to know the future development and professional knowledge of dried shrimps. Friends who give answers will be very grateful, thank you.

The rapid rise of outdoor new media industry in China has triggered the transformation, transformation and integration of many industries based on Internet, wireless network and digital radio and television platform. With more and more investment funds beginning to favor it, billions of dollars of investment have poured into this industry, and people are full of infinite expectations for its future development. The concept and value of outdoor new media are being recognized and treated fairly.

However, passion and dreams are quite difficult to maintain. At this moment, we still need to analyze and discuss the media characteristics and future trends of outdoor new media with a rigorous perspective and prudent mood.

Three Trends of Outdoor New Media Development

The optimistic view is that the new media will eventually bury the traditional media. But for critics, this may be just one of several assertions. The extent to which new media can develop depends on the overall market and development trend of new media. The development of new media, especially outdoor new media, will probably face the following three trends:

First, the polarization trend of outdoor new media development: ultra-fine differentiation and popularization.

Nowadays, outdoor new media is mainly channel media, which comes from the contact point of the audience. Every contact point may produce new media, which is the source of the birth of channel media and the premise of the trend of segmentation. Since the success of Focus, everyone has fully accepted the concept of segmentation, and now it can even be said that it has reached the point of flooding. Only the stairs of the apartment have a frame, a publicity column for prevention and a billboard for fire control. As soon as you enter a restaurant in Beijing, you will come across a health rating rack with a magazine column in the middle and an advertisement column below. The other two are billboards on the umbrella stand and a touch screen LED, and the dining table has also been developed into a liquid crystal touch screen. It should be said that excessive segmentation has aroused the disgust of the audience. To some extent, the media is also a commodity, so it is natural to pay attention to the audience's experience rather than interfere with it. The trend of subdivision has come to a certain end. In these two or three years, there will be a major reshuffle in this industry.

On the contrary, the trend of popularization will develop obviously in recent years, especially in semi-closed public spaces, such as public transportation, subway, aviation and other places with many audiences and frequent contacts. In-car billboards, handles and aviation magazines, which began in the 1990s, educated and guided advertisers. Advertisers have accepted the value of this channel media audience, formed certain advertising habits, actually shortened the market cultivation period of mobile TV, and took the lead in public transportation, subway, aviation and other fields. The influx of venture capital has stimulated the expansion of such channel media.

When things go to extremes, there will be a process of mutual integration. Judging from the trend of polarization, the emergence of a large number of subdivided new media in recent two or three years will lead to the extinction of some new media on the one hand and greater integration on the other. In the over-subdivided media market, various media have strong substitutability, high audience overlapping rate and insufficient market capacity to support the development of such media. At the same time, the entry of a large number of venture capitalists will distort the development law of new media, lack patience and be eager to make profits, which will accelerate the integration of resources in the industry. Popular new media will be in a favorable position in resource integration because it occupies a large market share.

Second, in the next 10 year, the traditional outdoor media in central cities may be gradually replaced by new forms such as outdoor video and outdoor LED.

With the expansion of city scale and the improvement of life quality, people in central cities spend more and more time outdoors. Commuting, meeting friends, eating, entertaining, visiting customers, etc. Make the public spend more and more time on the road. Outdoor traditional media emphasize the concept of point more, and the coverage and audience stay less. Traditional outdoor media such as street signs, light boxes, single columns and neon lights can no longer meet the needs of the audience. It is a qualitative leap for new media to make up for the deficiency of outdoor traditional media effectively through technological innovation. It can be said that the application of new technology in the field of outdoor media has greatly stimulated the growth and maturity of new media. Reflected in the profit, the current growth of outdoor advertising mainly comes from outdoor video and outdoor LED.

In the outdoor advertising market in the United States, outdoor video and LED occupy 80% of the market share, and from the perspective of various forms of advertising revenue growth, the growth rate of outdoor video advertising has exceeded the growth rate of the Internet. In the next few years, the global demand for all kinds of LED displays will reach billions of dollars every year, and it is still increasing year by year. In China, according to the statistics of the LED display sub-committee of the National Optical and Photoelectric Industry Association, the sales of the whole LED display industry in 2007 was about 8 billion yuan.

In China, the growth rate of bus mobile TV in 2007 increased by more than 200% compared with 2006, and the growth rate of outdoor LED was also amazing, reaching 148%. The development of outdoor video in China is just like MP4 when we just got used to using MP3. Before we fully mastered the functions of MP4, we now have MP5. The next new gadget may not be called MP6, right? Everything is always beyond our imagination.

Third, the value of content influence is rapidly increasing.

An obvious rule of traditional media is that "content is king", and the media relies more on the influence of content to win the attention of the audience; In the era of outdoor new media, the content of media is restricted by the characteristics of channels, and the complete content in traditional media is split, reorganized and adjusted to meet the needs of different channels. For example, on the plane and bus, what the audience sees is mostly short films of 3-5 minutes, which is completely different from the TV series seen at home. Outdoor new media, especially outdoor video, mainly affects the audience repeatedly and subconsciously for a long time by locking the life track of a specific audience, thus becoming a part of the audience's living habits. The scale, quality and exclusiveness of the media environment covered by the channel are the key to the attention of outdoor new media.

In the past, the criterion for judging the value of outdoor media was location. As long as the location is good, the commercial value will always be overestimated. With the expansion of the city scale, there are many central areas in a city, and the content of outdoor media, that is, the expression of advertising content, has begun to be valued, so how to have more visual impact. The rise of channel media made the role of content once diluted, and "compulsion" created a myth similar to focus. However, even if the channel is exclusive and the contact time is long, the audience is prone to aesthetic fatigue and ignores the existence of the media, which leads to the lack of arrival rate and attention. Outdoor new media also need to constantly stimulate the audience and form their expectations for the media. Outdoor new media has the characteristics of word-of-mouth source media and situational media.

The more the audience is "on the road", the stronger the desire to communicate with the outside world, and the more they need the source of content to communicate with the outside world. The more the media on the way has the potential characteristics of word-of-mouth media. At the same time, in a specific environment and time, the audience may be on the way to work, meet, do business and travel in the city. Different roles and moods will produce different needs.

The investment of outdoor new media in content construction is on the rise. In the past, the content production that only introduced part of the copyright through cooperation at no cost and then processed and polished was being improved.

Everyone lives in a story, and the content of the media can never be avoided, but the focus and expression of the content are quite different. The living space of outdoor media without story expression will be very rich. Whether outdoor new media can amplify the influence of content is worthy of attention.

Four factors affecting the development of outdoor new media

The industry has been exploring the laws behind the development of outdoor new media and seeking the reasons that affect its rise. On the whole, the sustainable development of outdoor new media is mainly influenced by four factors: channel resources, technology, capital and brand.

Monopoly of channel resources is the starting point for the development of outdoor new media.

The first factor that affects the development of outdoor new media is channel resources. Outdoor new media are more or less produced by contact points, and in a sense, they are all channel media occupying one or more market segments. However, the channel resources are limited, especially the semi-monopoly and semi-open channel market with the greatest commercial value, such as public transportation, aviation, subway and light rail, and the channel media derived from the corresponding auxiliary places of these vehicles, such as airports, subway (light rail) stations and bus stations, such as LED, video, DM magazines, newspapers, billboards and photo frames. In this market, the competition is more orderly and the profit space is larger than other channels. Because there are few opponents in the game, it is easy to form scale and monopoly. WorldCom Warner holds half of the country's public transport resources, which is the basic premise of its rapid development.

On the contrary, a completely open and competitive market is not conducive to the growth of new media. Excessive quantity will seriously damage the market, and it is unlikely to complete the accumulation of new media at an early stage. This is an important reason why the segmentation media has come to an end in a sense.

New technologies usually give birth to a new kind of media.

The second factor that affects the development of outdoor new media is technology. When technology develops to a certain extent, its accumulated power may exceed our imagination. Just like the Internet, it has completely changed people's lifestyle through the integration and development with search engine technology, instant messaging technology and online payment technology. For new media, a new technology product will also make great changes in the form of media. It is the development of new technology that makes the development ideas and paths of new media very different from those of traditional media. The rapid development of digital and video technology is the reason for the great development of new public transport media.

Bus mobile TV is a kind of digital TV that can be watched on the move. Media content is compressed, encoded, transmitted, stored, sent and broadcast in real time by digital technology. In 2005, the maturity of new technology made the reception and display of bus mobile TV gradually stable, which also laid the groundwork for the market blowout in 2006.

Capital is the lifeline of outdoor new media.

Recently, outdoor new media capital is very active, and the ultimate goal is strikingly similar-integration and listing. In fact, capital brings us not only capital, but also the improvement of business mechanism. For capital, the biggest purpose is to make profits and expand. With the entry of capital, the desire for innovation and expansion of new media is stronger than ever. This is a new phenomenon brought by capital to the media field. The capital circle also has its own circle, and the herd mentality and behavior in the circle are similar to those of ordinary people. Capital will follow suit, and there are thirty or forty venture capitalists in outdoor new media, involving bus mobile TV, outdoor LED, hospital media, hotel channel media, train media and so on. The capital of each founder is increasing rapidly, but the market capacity is not increasing in proportion. Who will pay for the investment failure?

A large number of outdoor new media need to get out of the misunderstanding of brand building.

Due to the increase of channel media, there are often multiple media in the same channel, which is especially obvious in the super market segment where resource monopoly is not easy to form. In these segments, everyone is on the same starting line, which actually means that the homogenization of media qualifications and media product functions will be very fierce. In this case, the brand will play a greater role.

Most outdoor new media companies attach great importance to brand promotion, but they are often keen on publicity and hype. Many companies can't even tell their own media positioning and corporate vision clearly. They blindly follow the concept of concentration and want to find a shortcut from the competition. This is a fluke. The brand of media is not a good idea, a good concept and a good advertising language. The public also has a comprehensive judgment on media brands.

The main content of media brand connotation

Content of the project

Reputation brand reputation, partner reputation, responsible person and employee reputation.

The outstanding performance of quality in major news events, long-term and stable news quality, affects the ability of other media audiences (reprint (broadcast) rate and citation rate), the ability to process and sort out news, the speed of news dissemination, the social status and influence of the audience, the positioning of communication, the effect of distinguishing advertising between content and advertisers, the implication of market norms, the environment for receiving information, and the degree of integration, promotion and interaction between media forms and lifestyles.

Market ability: resource monopoly ability, audience size, advertising revenue (including customer development and maintenance level, long-term stable advertisers, etc.). ), financing ability, channel, cost, communication ability (communication content, channel and form, case manufacturing and integration ability), performance of stock price and market value of listed companies.

The external environment integrates the capital background, the relationship with the government and the relationship with upstream and downstream enterprises.

The integration ability of management mechanism, concept, corporate culture, employee image and professional level to the internal environment.

Three possible stages of media development

We have been seriously thinking about the future development direction of the mobile TV industry. We think this market will go through three stages: car mobile TV stage, traffic digital media stage and on-the-way media stage.

The first stage is the vehicle mobile TV stage.

At present, bus, plane and subway are actually just a channel concept, and the real key factors are channel resources and funds. At this stage, the consciousness of enterprise founders, the monopoly position of channel resources, the time and scale of capital entry will play a decisive role in the development of enterprises. WorldCom Warner is fortunate to be the industry leader at this stage.

The second stage is the digital media stage.

At this stage, technology may play more roles. Traffic digital media is a new concept of mobile outdoor digital TV media based on information and an extension of traditional media. Spread through wireless transmission, ground reception, GPS signal transmission, etc. On the one hand, it can see clear pictures on any mobile carrier such as buses, rail transit, airplanes, taxis and private cars with receiving devices. In the next five years, China will become the largest automobile consumer in the world, and the number of automobiles will exceed 654.38 billion. For car LCD TV, the market demand is very optimistic. On the other hand, the corresponding vehicle platform, station LED, digital advertisement and vehicle frame will also develop rapidly.

The third stage is the media stage on the way.

According to the contact characteristics of the audience, the habit of consuming media and the environment in which the media is produced, we divide the media into two categories: one is the media before reaching the destination, that is, the media on the way, and the other is the media after reaching the destination, that is, the non-media or terminal media. In terms of methods, media forms cover a wide range, one is the traditional outdoor media, and the other is various new media based on channels, including Focus, WorldCom Warner, and Aero Beauty, which are all representatives in this field. Thirdly, the traditional media published on channels, such as subway (rail transit), DM magazines published on airplanes, newspapers, radio, especially traffic radio, also belong to this category. Fourth, the media forms produced by various mobile terminals, the mobile TV that can be seen now, and all kinds of convenient tools in the future should have media forms on the road. Therefore, the media on the way can be understood as dynamically generated media. In addition to advertising revenue, event marketing, video games, wireless downloads, e-commerce and so on will gradually bring considerable profits. This medium includes the vertical and horizontal integration of industries and the integration of industrial circles. For us, WorldCom Warner's ultimate ideal is to build the largest on-the-road media in China.

In a narrow sense, all media that have changed their communication channels, contents, forms and objects should be new media. New media in a narrow sense is more of a small step taken by traditional media. Just like the car mobile TV, except that the TV broadcast has changed a channel, which has the characteristics of TV and obvious outdoor traces, but it can be accepted by advertisers more quickly, and it will take less time to form industrial logic and industrial scale.

Broadly speaking, new media should be able to guide and change the lifestyle of the audience, and create new huge demand accordingly. In the last 30 years, the real new media is the Internet. At the same time, it is precisely because of the subversive changes of the Internet that no one can explain the industrial logic of the Internet until today. The more "new" the media displayed in the future, the more confusion it will bring.

Of course, any new media is a transitional media, and old things will always be replaced by new things. The future of outdoor new media is expected.

Kong Guo Yi, Assistant President and Marketing General Manager of WorldCom Warner Mobile TV Media Group.

Source: Wohua Media Network

(Kong Yi States)