FlyingCodes Simple Interactions —Facilitating Trips for the Blind

FlyingCodes Simple Interactions —Facilitating Trips for the Blind

“Guide Dog”, the smart traveling assistance device for blind people is going to be introduced to the blind people across the country under the vigorous promotion of China Disabled Persons’ Federation (CDPF) and the disabled persons’ federation institutions of all levels in Sichuan. It has special significance in the history of the blind’s trips in the cause of the handicapped people, signifying the change to traditional industries with advanced AI technology. Meanwhile, it has benchmarking significance in the technical development of FlyingCodes, marking that the FlyingCodes “orientation – link” spatial interaction technology has officially started its steps in the handicapped industry. In addition to bringing entirely different “quality” changes to the life of those visually impaired, the coverage of “Guide Dog” nationwide will be bound to affect the whole handicapped industry.

The smart trip wristband “Guide Dog” for the blind is an AI device that aims to improve the life quality of the blind and make their life easier with the FlyingCodes “orientation – link” spatial interaction patent technology and a number of FlyingCodes utility model patent technologies. Its main functions lie in that it gives the blind people confidence for their trips, provides trip safety and guidance for indoor targets and serves as eyes for identifying everyday objects. At the same time, “Guide Dog” seamlessly connects with families, benevolent volunteers, government institutions and social organizations through advanced technologies, such as data cloud computing analysis and “spatial interaction”.

In the test of the “Guide Dog” product experience, the product research team went to the blind person Mr. Song’s house under the introduction of the disabled persons’ federation institution and the guidance of way by volunteers. After the experience test of three rounds in one week, Mr. Song expressed his heartfelt thoughts that “Now, the design of items for the handicapped is getting increasingly humanized with higher technological content. A small Guide Dog has substantially improved the safety for my trips and that Guide Dog has brought qualitative changes to my life!”

It is a kind of confidence and responsibility! As the core supporting technology for Guide Dog, the FlyingCodes interaction technology is going to bring smarter life and easier interactions to many other people like “Mr. Song” across the country with the popularization of “Guide Dog”!

Our founder Ardy Lee’s interview appearance on Bloomberg Television

Our founder Ardy Lee’s interview appearance on Bloomberg Television

It was on the afternoon of July 14, 2017.  The air was crisp, right after the 2nd typhoon in 2017, Typhoon Merbok, visited Hong Kong.  Ardy Lee, the founder of FlyingCodes, was being interviewed in the Hong Kong Bloomberg Television studio.
This interview covered the latest, the hottest and the most current technical topics from major aspects such as market overview, public issue, and breaking news.  By presenting a whole picture of FlyingCodes’s new technologies and interpreting future tech development trends, Ardy tried to share with viewers the essential difficulties of venturing and his personal findings, in relation to being, feeling and creating happiness.
Ardy Lee talked about how he feels about the future development, as well as shared his views regarding the Smart devices and the IoT industry.  Not only he showed the pioneering spirit of entrepreneurship, the positive attitude toward challenges, and explorations and efforts in the venturing process, but also he mentioned how the FlyingCodes interactive technology is successful with the market, and difficulties and concerns FlyingCodes met in the actual market operation while following the guidance of market demands. The interview was active, smooth, and went very well.
By guesting on the Bloomberg Television live interview, it is a compliment to Ardy Lee for his dedication to his entrepreneurship, and an accreditation to the FlyingCodes interactive technology for further developments toward superior user experiences.  At the top of the trend, FlyingCodes will be moving forward with the society, for the development and innovation of a better tomorrow.

FlyingCodes’ China southwestern regional market development director Mr. Ben Song has been appointed by Sichuan Disabled Person Organization as their technology adviser.  FlyingCodes is dedicated to help empowering disability people to navigate the world independently.

FlyingCodes’ China southwestern regional market development director Mr. Ben Song has been appointed by Sichuan Disabled Person Organization as their technology adviser. FlyingCodes is dedicated to help empowering disability people to navigate the world independently.

On May 18, our market development director of the China southwestern region Mr. Ben Song was invited by the Sichuan Nuclear Industry Disabled Persons Association to give a training session on explaining the workflow and introducing a new provincial wide disabled person health service program called “A Contract Doctor”, and received a well recognition and positive response from doctors, healthcare professionals and friends from the China Disabled Persons’ Federation.  Sichuan Nuclear Industry Disabled Persons Association is appointed Mr. Ben Song to be there technology adviser to help the Association to adopt new technology to enhance their services.

FlyingCodes as an innovative technology development company, we are also focusing on the public causes participation.  FlyingCodes’ patented real-time “Turn-By-Turn” navigation technology and real-time information distribution platform provide disabled people real-time positioning and voice navigation guiding information.

FlyingCodes’ leading technology and R&D capabilities and experience can provide all-rounded product customization and consultation services, we are also working together with leading technology partners and different public welfare and volunteering organizations to drive using new technology to enhance the experience and empowering disability people to navigate the world independently!

We’re part of the Wayfindr community!

We’re part of the Wayfindr community!

FlyingCodes unique indoor “Turn-by-Turn” navigation technology is now part of the Wayfindr community’s open standard to empower vision impaired people to navigate the world independently.

About FlyingCodes

FlyingCodes™ is simply interactive FlyingCodes™ will be at the forefront of the new mobile-to-machine (M-to-M) connection standards that drive the next generation of mobile interactivity.  We are building an open technology platform that allows developers to develop different applications and products for smartphone users to have the most simply and efficient user experience for mobile interaction.

FlyingCodes™ Real-time “Turn-By-Turn” Guiding is developed using our core patented technology to provides users a brand new guiding experience. It can plan and guide route for users at indoor or outdoor in real-time, allowing users to locate the destination quickly and conveniently.

About Wayfindr

Wayfindr is a non-profit organisation, we are creating a benchmark in standards for digital wayfinding on mobile devices. We want to empower vision impaired people to overcome isolation, through audio based navigation.

The International Telecommunications Union (ITU) has announced that it approved the Wayfindr Open Standard as a global standard [click here for reference]. The new standard, called Recommendation ITU-T F.921, is recognised by the 193 ITU member countries and available for use for all seeking expert guidance on how to build and develop interoperable communications infrastructure.

Wayfindr is the first Open Standard for indoor audio navigation in the world. ITU’s Recommendation ITU-T F.921 means that the Open Standard can be considered as best practice in the design of interoperable, inclusive audio navigation systems to help people with vision impairment as well as other individuals who would benefit from audio navigation.

数位户外凭什么成为谷歌未来不可或缺的组成部分?

数位户外凭什么成为谷歌未来不可或缺的组成部分?

我们现在所说的数字户外,其实还不是真正意义上的“数字户外”,因为它们资源分散、缺乏连接、互动不足、数据粗犷、交易落后、播控传统…虽然如此,英国15%的数字户外点位,却贡献了行业50%的销售份额!如果上述问题得以一一有效解决的话,可以想象,数字户外的潜力绝对不可小觑。中国也是一样!
难怪,谷歌会对这一媒体感兴趣,而且公开表明这将是他们未来版图不可或缺的部分了。

文/ Michael Nutley
编译/ 渤思

数字户外广告不仅仅是户外广告市场的一个分支,而是今日多屏体验至关重要的组成部分——这是英国数字户外广告行业为营销人员所传递的信息。

随着数字屏幕的继续增加,以及人们越来越多地认识到这些屏幕在自动化购买和动态创意方面的潜在功能,数字户外广告行业已经到达了一个变革的临界点。根据今年早些时候PQ媒体做的一项调研,2017年,受众接触数字户外的时间将超过他们接触传统户外的时间。

“虽然英国只有15%的户外广告位具有数字化功能,但是它们今年已经占据了行业50%的营收。”英国户外媒体行业机构Outsmart(就是之前的英国户外媒体中心OMC)的首席执行官Alan Brydon如是说道。

之所以会出现这样的现象,一方面是因为这些进行数字化改造的点位一般是市场上最好的位置,另外,数字屏幕也更加明亮,可以提供传统静态海报所无法提供的功能。

数字户外,在一个全屏的市场快速反应

海洋户外(英国数字户外媒体运营商)营销总监Richard Malton预期数字户外将在接下来几年里继续快速增长,从而改变营销人员考虑或使用这一媒体的方式。

“我们认为数字户外可以在一个更大的营销场景当中发挥其作用,而不仅仅是在户外。今天的消费者几乎时时在线,随处都可以接触到屏幕。我们将数字户外看作是IAB(美国互动广告局)所谓的‘全屏’市场的一部分,它是更广意义上的消费者出行路线的一部分,它不仅仅是户外的一份子了。”Richard表示。

数字户外可以在全屏体验当中扮演一定的角色,其中之一的关键原因,就是它可以以一种动态、自动的方式来上下画。

Alan认为,“因为传统海报上下画比较麻烦,客户投放广告的周期也长。现在,有了数字户外,只要你想,在一个点位投放一分钟的广告也是可以的。数字化让上下画在弹指间就可以完成,你可以随时根据白天或黑夜、特定交通状况或室外温度等因素来自动触发并改变广告画面。”

数字户外带来了更少的资源浪费,提升了广告投放的效率,能够满足不同类型广告主的需要。Alan就此举了一个DIY零售商的例子,通过在公共节假日投放数字户外,他们的销售额获得了大幅攀升。

“如果之前有数字户外的话,他们就不会用传统海报了,因为他们只需在节日期间做广告,不希望在节期的前一周或后一周投放广告。”Alan和Richard都认可数字户外的灵活性。

“我们60%的客户会分时段使用数字户外,我们开始看到大屏的内容编排越来越像电视那样灵活,比方说,一个饮料品牌可以安排其广告在下午四点以后播放。”Alan相信,当我们以这样一种方式来使用数字户外的时候,这个媒体的价值就会达到最优状态。

“你可以提前策划、准备好所需的插播内容,这对客户和代理商而言并不难,因为他们有内部的制作团队,而且无需制作物料,电脑就可以搞定,成本相对要低。”

“数字户外为响应式的信息传递提供了机会。比方说,如果伦敦和希斯罗机场之间的主干道关闭了,希斯罗高铁的广告则可以在15分钟内出现在合适的数字广告位。”Alan解释道。

根据德高和Posterscope的调研,动态和场景相关的创意可以提升广告活动的效果,与静态的广告相比,受众对动态广告的自发性回忆度提升了近18%。

Virgin媒体也在德高的火车站屏幕上测试过场景化创意的应用,为不同的车站定制不同的广告画面。结果表明,受众自发性的回忆度提升了14%,而广告回忆度则提升了27%。

从规模化到自动化,后勤保障是关键

媒介代理公司Essence Digital(欧洲、中东和非洲区)策划总监Erfan Djazmi认为,数字户外可以发布响应式信息的功能,正在为数据主导的创意时代铺平道路。

“我们知道消费者在哪里,我们知道他们去过哪里,我们知道他们当下在做什么,因此,我们为他们发送的广告创意将变得更加具有相关性。”Alan同时也给行业提了个醒,“有了数字户外,每一个广告位为消费者发送的信息都有些细微的差别。我们真正的挑战,就是如何大规模地应对这种本地信息的差异。我们还没有看到过任何一个品牌可以这样大规模地投放广告创意,它需要更大的投入,但是如果一个品牌愿意为此投入资源的话,他们将看到回报——这是一个可以让品牌真正做到差异化和脱颖而出的绝佳机会。”

Alan认为,行业将越来越多地看到自动化所带来的好处,“英国一共有40万个海报点位,购买起来很复杂,通过手工来做的话效率很低。但是,自动化却可以让户外媒体的买卖变得更加高效。”

然而,行业的复杂性也让数字户外大范围的程序化购买变得很困难,“我们可以程序化购买数字户外了,但是目前规模还很小。” Erfan表示。

Alan也同意这点,“在很长一段时间里面,数字户外还是不会变得像线上媒体那样,或许永远都不会。这归根结底取决于诸如内容分发等后勤保障是否到位,现在,我们还是有很多广告位需要通过人为的因素来进行交易,需要各方的配合。”

“线上的程序化购买是一对一的传播,而户外是大众传播的媒体,所以,我们现在讨论更多的是自动化和实时交易,而不是真正意义上的程序化购买。”

但是行业越来越将自动化和动态的内容看作是数字户外的基础功能,而海洋户外的Richard则认为,数字户外现在最要紧的就是——连接。

“营销人员不应该只是考虑数字户外的动态换画功能,为了建立连接,我们在每个广告位部署了WiFi网络、面部识别技术,我们可以让消费者和屏幕进行直接的互动。”

“消费者觉得,屏幕都是一样的,都应具有互动的功能。互动可以让品牌和消费者之间建立更紧密的关系,这意味着数字户外屏幕是更广范围内消费者出行路线的一部分,而不仅仅是户外的一部分。”

海洋户外最近联合宝马做了一次创新的数字户外广告尝试,“我们可以识别汽车的构造和模型,然后基于这些信息来为车主发送广告信息,在活动过程中,我们会为德国车车主发送宝马的广告。”Richard说道,“你可以更进一步,比方说,航空公司可以为豪华车车主发送头等舱广告,或者手表品牌可以为运动型轿车车主发送手表广告等等。”

户外是谷歌未来不可或缺的组成部分

Richard也强调了数字户外的一种新型应用方式,即通过WiFi的登录数据来提升数字户外的精准营销能力,“我们在伯明翰和曼彻斯特推出了数字户外大屏网络,内置了可以高速上网的WiFi,当人们登录特别是通过Facebook登录的时候,我们就可以开始了解他们,并且以一种更为自动的方式通过广告锁定他们。”

谷歌在纽约部署的LinkNYC智能街道设施

连接正在让线上和线下世界形成闭环,“内容与受众之间的连接,意味着你可以往受众的手机推送信息,吸引他们看屏幕,从而将户外这样一个大众媒体变成一对一的互动。”

“Google曾经说过,户外是他们未来不可或缺的组成部分。”德高英国的联席CEOSpencer Berwin表示,“他们对线下和虚拟世界的融合感到非常兴奋,这意味着在消费者出行的过程中,他们可以使用跨平台的内容来影响他们,户外是开启全新消费者购物旅程的一个重大信号。”

source: https://mp.weixin.qq.com/s?__biz=MzA4ODM1MTUwOA==&mid=2650281503&idx=1&sn=0a9b1f88cf2983b81277c9b70fefcce8′

户外广告比网络广告更真实

户外广告比网络广告更真实

我们经常在户外看到互联网公司的广告,这一事实就可以说明,户外广告肯定是有效果的。如果户外广告没有效果,我相信这些公司也不至于有钱任性到可以这样随便乱烧的地步。因为缺乏数据的支持,我们常常对户外在线上引流方面的具体效用知之不明,而本文刚好从数据的角度为大家分析和解读了户外在驱动网站流量方面的作用,移动在其中扮演着越来越不可或缺的角色,这个我相信会成为甚至在某种程度上已经成为行业的共识。在数字时代,户外的作用将越发不可小觑。

近年来,我们一直在讲户外广告和移动设备之间天然的连接关系,现在,我们有实实在在的数字来支持这一观点了。

搜索移动化乃大势所趋

长期以来,户外广告之所以有效,其中一大基础性因素,就是消费者70%的醒着时间是在家外度过的。现在,户外大多数人都拿着智能手机,这就相当于他们在户外的时候携带了一台电脑,这也是一个可以随手、随时、随地连接到广告主的工具。

2015年10月,谷歌正式宣布,谷歌的移动搜索已经超过了电脑搜索,这一转变标志着我们与电脑的互动方式已发生了颠覆性变革,我们不仅仅可以随时,更重要的是可以随地搜索信息。

虽然移动搜索在大幅度增长,但是,对数字广告而言,过去几年是充满挑战的几年。这方面业内外发布了很多研究报告,从中我们可以发现:

  •  54%的线上广告是看不见的(来源:comscore的广告可见度基准报告,2013);
  • 差不多有61.5%的广告浏览者不是人类,而是机器(来源:Incapsula的机器流量报告)。

根据一份2015年年末的研究报告,一个叫做Xindi的僵尸网络将会导致广告客户(因为流量欺诈)在2016年底损失近30亿美元。

差不多同一时间,美国户外广告协会(OAAA)也做了一项实验,试图证明户外广告在驱动数字化互动方面所扮演的角色,同时探索线下世界和数字媒体的互动机会。

在一个真实的世界里做广告

这项具有开创性的研究,主题就叫“感受真实”,这次户外广告投放活动的目标受众,就是广告人。该活动传达的核心信息——“这个广告是真的”——清晰、简单、直接,同时它也认同数字广告带来的种种挑战。此外,广告可将户外流量导入到活动网址:http://feelthereal.org/,其核心广告信息会根据实际情况有所变化,并且挖掘当地地标、公交车或候车亭等物理空间的真实属性,甚至是植入某具有影响力的媒体代理人物等元素。

当目标受众登录网站的时候,他们会经过一个多重测试以证实他们是真实的人物,然后网站会告知他们,户外在驱动数字化流量方面所起的作用。

广告活动的结果,不言而喻

source:https://mp.weixin.qq.com/s?__biz=MzI2NjIyOTE4Nw==&mid=2247484444&idx=1&sn=5af4a0e6b0d402d7884ae0cc4eff3f10

Study shows 74% of website traffic driven by OOH campaign came from mobile!

Study shows 74% of website traffic driven by OOH campaign came from mobile!

For a couple of years now we’ve been evangelizing the natural link between out of home advertising and mobile search/devices.  And now the numbers are in to back that up.

Search is going Mobile:

One of the long standing pillars on the effectiveness of out of home has been the fact that consumers spend 70% of their waking hours outside the home. Now that so many of them are carrying smartphones it means they are spending that time walking around with a computer—and a direct, immediate link to the advertiser—in their hand.

In October of 2015 Google officially announced that more Google searches were taking place on mobile devices than on desktop.  This shift to mobile indicates a fundamental change in how we interact with computing.  It also indicates an important change in when, and more importantly where, we are searching for information.

But despite all this growth in mobile search, the last couple of years have been challenging for digital advertising.  Numerous studies have been released with significant findings such as:

  • 54% of online ads are not viewable (comscore, Viewability Benchmarks 2013),
  • As much as 61.5% of “viewers” were not human at all, but bots. (Incapsula, Bot Traffic Report)

A study released at the end of 2015 calculated that a new botnet called Xindi could cost advertisers as much as 3 billion dollars in fraudulent advertising by the end of 2016.

Coincidentally, the OAAA (Outdoor Advertising Association of America) was conducting an experiment around the same time “meant to demonstrate the role that out of home (OOH) advertising can play in driving digital engagement” while “exploring the interactions between the real world and digital media.”

Advertising in the REAL world:

This groundbreaking study called “Feel the Real” was aimed at probably the most jaded audience possible – the advertising community itself.  The core message of the campaign “This Ad Is Real”, was clear, simple, and direct, and provided a knowing nod to the challenges presented by digital advertising. It directed traffic to the campaign’s website http://feelthereal.org/ . Variations on the core message tapped into local landmarks, the “real” nature of physical spaces like buses and transit shelters, and even specific influential agency personnel.

news-20160315-001

When they arrived at the site, users went through a multi-stage test to verify that they were real people, and went on to be informed about the capabilities of OOH to drive digital traffic.

The campaign results speak for themselves:

95% of visitors were verified as human

85% of those landing on the “Feel The Real” site said they arrived after seeing an OOH ad

74% of visitors to the campaign’s site were from mobile devices, showing a direct connection between OOH and mobile activity

Driving Consumer (or Media Buyer) Behavior:

The OOH industry was having a good year through the first three quarters of 2015 with an average 4.4% growth over the previous year. Then the Feel the Real campaign took place. During the run the growth rate jumped to 6.6%.  This incremental increase in sales may not seem huge at first glance, but it amounted to over $23 million in additional sales from a relatively short campaign.

Not only did the campaign reach its intended audience (media buyers), and drive traffic to the site, it also helped increase awareness and sales.  If OOH can have such a significant impact on the behavior of such a specific audience—who are among the most skeptical around—imagine what it can do for more receptive consumers.

A recent Nielsen study showed that 33% of consumers have searched for an advertiser on their mobile device after seeing an OOH ad (Nielsen, Out of Home Study, 2016). With numbers as compelling as these it’s clear that advertisers need to consider OOH as an essential part of their media plans.

As Jim Spaeth, Chief Product Officer for research group Reality Mine noted in a recent article, ”OOH is often the first step on the path to purchase… (and) brands can secure shopper engagement with an effective hand-off from OOH to mobile… a key success strategy for brands and retailers… “

It’s clear that OOH & mobile are primed to become integral partners in reaching consumers outside the home, and driving search and engagement via their mobile devices. Advertisers are clearly spending significant resources optimizing their digital strategy, placement, creative, social media content, etc.  The question then is, are they spending the same amount of time optimizing the out of home plan?

Out of home has an existing footprint of various media that can intersect with audiences in a highly targeted—and very cost effective—way. Connections to consumers can be created with greater efficiency when OOH and digital/mobile strategies are combined. If out of home media can be such an effective driver for mobile and digital shouldn’t it be just as front of mind as the digital plan?

source: http://www.emcoutdoor.com/blog/2016/06/study-shows-74-of-website-traffic-driven-by-ooh-campaign-came-from-mobile/

中国户外广告产业发展的十大趋势

近年来,我国户外广告产业保持高速增长的态势。户外媒体已经成为继电视、网络媒体之后的第三大广告媒体。随着中国经济的快速增长和国家新型城镇化战略的实施,中国户外广告产业蕴含巨大的发展潜量和发展机遇。

当前,中国户外广告产业发展主要呈现以下十大趋势。

一、新型城镇的户外媒体资源争夺成为焦点

国家新型城镇化战略的实施,为中国户外广告产业发展带来新的发展机遇。城镇户外广告空间资源的增加,为广告主拓展城镇市场提供媒介平台。当前,一、二线城市的户外媒体资源基本饱和,三、四线城镇则处于欠市场开发阶段。一、二线城市的户外媒体面临存量调整,而三、四线城镇户外媒体则面临增量扩容。随着新型城镇化推进和广告主市场下沉,围绕三、四线城镇的资源争夺加剧。户外媒体公司需要提高新型城镇化战略对于户外媒体转型发展的战略意义,对于国内大型户外媒体集团而言,城镇市场的拓展无疑大大提高市场势力;对于区域小型户外媒体公司而言,城镇户外资源开发可以更好地贴近服务。建立全国新型城镇户外媒体广告资源联播平台网,为资源整合与交易提供便利,成为行业发展的现实需要。新型城镇化是以人为本的城镇化,新型城镇的户外广告同样需要以人为本。户外广告需要与新型城镇的整体规划深度融合,从而规避政府治理的风险。新型城镇化建设要求政府转变职能和提高管理水平,推进服务型政府建设,同时要求政府主管部门必须科学合理的规划户外广告空间布局,建立户外广告资源的公开交易机制,增加户外资源交易透明度,积极吸引国内外大型户外媒体集团参与新型城镇户外媒体资源的公开竞标。

二、多屏时代的户外媒体资源呈现整合态势

广告业已经进入一个多屏互动的时代,传统电视、网络视频、移动视频、楼宇电视户外媒体等构成了一个大视频的媒介环境,多屏整合已经成为广告界的共识。传统的观点将户外媒体作为传统媒体的补充性媒介,在多屏时代,户外视频媒体将会成为主导性的广告媒介,如何以户外视频媒体为主导,整合其他视频媒体,成为一个全新的课题。多屏整合的优势表现在:不同视频媒体拥有不同的受众,多屏整合可以提高广告到达率;多屏整合还可以提高广告到达频次,提高广告的曝光度,增强消费者的品牌印象和购买意向。多屏整合的困难表现在:缺乏科学的多屏整合优化工具,影响视频媒体组合投放的效果;缺乏第三方广告效果评估,使得视频媒体组合投放效果无从测定。多屏整合的出路在于:要提升多屏整合的广告效果,提高广告主的投资回报率,亟需开发科学的多屏整合优化工具,引入第三方广告效果评估机制。例如,秒针系统(Miaozhen Systems)、精硕科技(AdMaster)和泰一指尚(AdTime)等公司在跨屏整合优化领域做了有益的探索。

 

三、大数据的应用使得户外广告更趋精准化

大数据营销不仅是一种全新的营销理念,更是一种全新的营销实践。技术的发展为户外媒体公司的大数据营销提供了可能,也成为产业发展的必需。传统的户外广告是针对大众进行的传播,大数据时代将更加个人化、精确化。传统户外广告的受众信息大都是通过受众调查和专业仪器获得,而这种信息是零散的、小规模的数据,是一种小数据。大数据时代户外广告则更趋精准化,户外媒体公司可以利用大数据技术获得更多消费者个人化的信息,如个人特征、媒介接触、消费行为等,从而更加精准的进行户外广告的策划与创意,同时更加精准的进行户外媒体的组合投放。大数据的应用并不否定小数据的价值,实现大数据与小数据的结合,是户外媒体企业的新课题。互动户外广告显示屏的大量投放,手机与户外广告的组合推广,为户外媒体公司收集受众信息提供了便利。户外媒体公司可以利用先进的数据采集装置,对获取的大数据进行分析研究,从而为广告客户提供更具实效性、投资回报率更高的媒介策略。目前,大数据大都存在于各个户外媒体公司内部,如何实现大数据资源的整合和利用,是户外媒体大数据应用需要重点解决的问题。同时,大数据也会改变户外媒体传统按位置定价的方式,有价值的目标受众规模将成为户外媒体定价的重要考量指标。大数据的应用与个人隐私的保护,是大数据时代企业共同面临的伦理困境,更好地处理两者之间的关系,也是户外媒体公司未来发展需要考虑的问题。

四、户外媒体数字化转型成为产业必然趋势

数字户外媒体已经成为户外媒体经营增长最快的领域。数字技术的发展为户外媒体的数字化转型提供了技术支持。数字技术的发展以及受众数字媒介接触习惯的改变,使得户外媒体数字化转型成为可能和必需。受众已经进入了一个读图时代,这个时代的显著特征就是浅阅读、娱乐化、互动参与。相比较传统的户外广告大牌而言, 数字户外媒体有了更多互动创意的空间。数字户外媒体的大数据应用也使得户外广告的投放可以更加精准和灵活。户外媒体的数字化转型包括两层含义:一是户外媒体公司的数字化思维;二是户外媒体介质数字化转型的实践。从数字化思维的角度来看,所有的户外媒体公司在数字时代都需要建立一种数字化思维,积极运用数字技术来更好地为广告主提供科学解决方案;从户外媒体介质的数字化转型角度来看,或是新技术融入传统户外媒体,或是数字户外媒体的开发与应用,如触摸屏的人机互动技术在出租车上的大面积普及,AR、LBS、QR等新技术在户外媒体领域的应用,都赋予了户外广告新的活力和产业机遇。数字户外媒体的发展,要求户外媒体公司提供更加科学的调研、监测与效果评估广告效果监测。同时,也并非要求所有的户外媒体实现数字化,传统的户外大牌仍然有发展的空间,优秀的广告创意和媒介创意仍然是户外媒体产生效果的关键。

五、互动体验式户外广告营销渐成行业主流

传统的户外广告更多是一种展示,数字时代的户外广告则需要更多互动体验。展示能够提高认知度,而互动体验可以则可以增强品牌购买意向。传统户外广告作用于受众的视觉,而互动体验式的户外广告则作用于受众的全方位感知。这种全方位感知是立体的,而非平面的;是动态的,而非静态的;是激发想象力的,而非受众置身事外的。互动体验式的户外广告不仅可以通过调动受众互动体验,强化对品牌的认知和促进购买行为发生,而且由于其独特的创意,能够在社交媒体中形成病毒传播和口碑效应,扩大户外广告影响范围。互动体验式的户外广告可以概括为四种模式,即产品融入式的互动体验、个性定制式的互动体验、活动参与式的互动体验和媒体整合式的互动体验。例如,由W+K与Mindshare、Kinetic等媒介代理一起协作完成NIKE “狂足快跑互动活动”,就是一例成功的互动体验式户外广告。这个活动将蓝牙技术与传统户外灯箱相融合,在户外针对受众传递产品 “快” 的概念与”快与赢”的推广信息。只要来到活动指定的灯箱前,打开手机蓝牙就能收到活动的提示信息。按照提示操作启动计时后,参与者便可以全力加速跑向指定的耐克专卖店。一旦进入目标区域,蓝牙会自动记录其用时并发送验证码,用此验证码登录活动网站注册即可获取成绩,每天跑得最快的参赛者赢得一双Nike Zoom鞋,并在活动灯箱和活动网站上同时公布,成为快跑传奇。

六、低碳经济驱动户外媒体公司的创新发展

发展低碳经济是国家经济战略的重要构成,户外媒体发展必须与国家经济战略深度融合。户外媒体技术公司和户外媒体代理公司开发和使用低碳环保的户外LED、LCD显示屏等,是企业社会责任的内在要求,更是现代城市建设的必然要求。户外媒体广告是城市景观的一部分,低碳环保的精彩户外广告,可以增添城市活力,美化城市环境,反之亦然。随着低碳技术的发展,市场上出现了很多低碳户外媒体,如康佳、创维、TCL、长虹等国内电子产品巨头纷纷涉足这一领域,在LED、LCD显示屏市场展开激烈角逐。未来的竞争必然是标准的竞争,在国家大力发展低碳经济的背景下,谁在低能耗、低污染、低排放的技术标准和性价比方面更占优势,谁将会成为户外媒体市场的最大赢家。户外媒体产业的发展必须符合国家经济战略和城市发展的总体规划,必须避免声光电污染对城市环境和居民生活的负面影响,从而获得可持续发展的空间。

七、户外广告与手机媒体整合推广前景广阔

根据中国互联网信息中心(CNNIC)发布的最新数据显示,截至2014年6月,我国手机网民规模达到5.27亿,手机网民规模首次超过传统PC网民规模。智能手机的互动性为户外广告带来了无限可能,数字户外开始向智能化、互动化和个性化演变,数字户外与移动手机的结合为广告注入了更多创新性和互动性,将创意与受众所在的环境紧密的联系起来,以一种极为有力的方式影响目标受众,让品牌与受众产生更深层次的活动交流,带来交互式营销体验。”户外媒体+手机智能终端+电子商务+手机支付”成为户外媒体广告营销发展的必然趋势,也必将提升户外广告价值,为户外媒体发展开辟广阔的空间。目前,NFC(Near Field Communication,近场通信)技术已经在全球范围内应用于广告宣传和促销目的,消费者只要轻点他们内置NFC的智能手机,就能获取内容,这些内容从一个简单的视频到高度定向和个人化的服务。户外广告与智能终端的融合推广,已经广泛应用到实践领域。例如,2014年3月,航美传媒在北京机场首次试验数码框架互动平台,通过短信和QR码, 使航空旅客与LED屏幕进行手机互动,以此监测广告投放效率并收取费用。另外,分众传媒计划未来在全国上载急速WIFI下载系统,覆盖到商业楼宇里,其速度之快可以在15-20秒内下载一部电影。每个人会有个类似分众小秘书的个性页面,汇集适合受众的APP。分众布局基于移动互联网概念,在其媒体覆盖的百货公司,所有产品都将可以通过用手机扫码等互动形即刻在线购买。

八、户外媒体公司通过并购与联合提升实力

并购与联合是户外媒体公司规模化发展的重要途径。户外媒体公司可以通过与其他同行业公司建立战略联盟的形式开展合作,也可以通过并购战略将资源内部化,扩大户外媒体网络,提升户外媒体公司竞争力。户外媒体领域的并购与联合表现在两个方面:一是户外媒体之间的并购与联合,以此提高媒体覆盖率。例如,2014年6月,大贺传媒6375万人币收购南京安康余下49%股权,南京安康集团主要在中国的”安康宣传栏”上从事设计、制作、发布广告及特许经营”安康宣传栏”。目前全国已建安康快告栏约8000个,覆盖近5500个小区共900万个中高收入家庭;二是户外媒体与关联行业的并购与联合,进而发展成为综合性的整合传播集团。例如,受并购分时传媒带来的业绩贡献,联建光电2014年前三季度业绩实现大幅增长,其中实现营业收入6.35亿元,同比增长48.69%,实现净利润7620.75 万元,同比增长308.18% 。2014年9 月,联建光电再度公布了购买资产公告,拟以现金及发行股份的方式购买友拓公关100%股权和易事达100%股权,并募集配套资金。公司期望借助本次并购,进入公关传播以及数字服务行业,将从原本单向的广告投放传播提升为线上、线下双向互动传播,通过公关业务和广告业务相结合,更好的为品牌客户提供全方位的服务。收购易事达后,联建光电LED 显示屏产量居国内第一,成为国内最大的LED 显示屏制造商。

九、公共信息平台与商业信息平台融合发展

户外媒体主要是作为一种商业信息平台,商业性是户外媒体的本质属性。公共信息的传播是户外媒体的衍生功能,户外媒体传播公共信息可以提升关注度和媒体价值,进而提升广告价值。从受众信息接受和媒体责任的角度来看,户外视频媒体有必要向公共信息服务渗透。首先,从受众信息接受的角度来看其功能调适的必要性。受众通过信息主要满足两种需求,一是娱乐需求,一是获取有价值的信息需求。视频媒体在信息传播过程中要充分满足受众这两方面的需求。公共信息往往是受众欲知和可能未知的信息,因而对受众具有较强的吸引力,在传播商业信息的同时,增加公共信息的内容,对于锁定受众眼球具有重要价值。其次,从媒体责任角度来看功能调适同样有必要。户外视频媒体的发展需要有良好的外部环境,政府的支持、受众的关注、企业的热投、资本的追捧等,而提供公共信息服务则能更好地实现其商业目的。另外,从现代城市发展来看,户外视频媒体作为城市数字化发展战略的重要构成,也迫切需要进行功能的调适。商业信息平台和公共信息平台的融合成为户外视频媒体发展的趋势,一些户外视频媒体通过功能的调适与重构已大大提升其传播效力和商业价值。

十、户外广告监管机制的创新与数字化管理

政府对户外广告的管理逐步开始数字化,户外广告的数字化管理将会极大提升监管效率。户外广告的数字化管理具体包括以下三方面内容,一是要求户外媒体实现数字化,二是建设户外广告牌实景三维可视化数据库,三是建立城市户外广告综合业务管理平台。通过建立实景三维可视化的城市户外广告数据库,包括广告牌的实景图片、数量、规格尺寸、发布单位、年限等内容,并与广告牌审核、执法等业务相结合,可以更好地实现城市户外广告规范化、商业化、条理化、美观化管理。例如,2014年8月,山东省德州市委托武汉立得空间数据采集公司在德州市区开展户外广告牌匾的数据采集工作,为即将开发的户外广告监管子系统做准备,该系统的建成将大大增强城市管理中对于户外广告牌匾的监管工作,信息采集员只需拍摄照片并回传监督指挥中心,系统就能根据基础数据做出对比,判断广告牌匾的设置是否符合规定,从而极大地提高了城市管理效率。

source: https://mp.weixin.qq.com/s?__biz=MzIzNzI3NjY3Nw==&mid=2247483784&idx=1&sn=f39991a2a7aea01f0b6127d24a9de664

Shoppers are changing their behavior: are you prepared for a fragmented retail future?

Shoppers are changing their behavior: are you prepared for a fragmented retail future?

In case you hadn’t noticed, things are changing in the world of retail. And not just by a little. They are changing a lot! And at its heart is a revolution in the way shoppers are shopping. If ever there was a rationale for the existence of shopper marketing, this is it, or rather, now is it! To win in the world of consumer goods, brands and retailers have to win with shoppers. And that means all marketers, whether marketing to consumers or shoppers, need to invest in understanding shoppers, segmenting shoppers, targeting shoppers and marketing to shoppers better than anyone else.

Shoppers’ behavior is shifting radically
Changes in shopper behavior are sending shockwaves through the industry, but many misinterpret and over-simplify the situation. What we are seeing in shopping behavior shifts is more than a simple move to online, and it is more than shoppers being more price sensitive. To understand shoppers properly shopper marketers must dig a little deeper to understand what has driven shoppers in the past, to better understand the likely patterns of the future.

Want to know more about understanding shoppers, creating shopper insights, marketing to shoppers and investing in retail? Join me, together with my business partner Toby Desforges, in London this July for fantastic one-day workshop – The Shopper Marketing Revolution LIVE

The internet has clearly liberated shoppers from the tyranny of having to shop in the stores in a specific locality, and has helped price-conscious shoppers dig out the best deals through price comparison sites. But while that might have been the catalyst of these shifts it is an oversimplification to look at shopper behavior as a movement online. What is actually happening is a reversal of a sixty-year long trend in shopping and retail. What I’m talking about is the end of the one-stop-shop.

For decades shopping trips have coalesced into fewer and smaller shops: driving the collapse of specialist retailers and the growth of superstores and hypermarkets. At its heart was a shoppers’ desire for convenience, quality, selection and price. These superstores offered a reasonable compromise at a time when the independents they competed with didn’t. Those who look back with nostalgia on the high street of yore forget that for every quality butcher or baker, there were many who sold mediocre produce, relying on the fact that shoppers in the town had little choice about where to buy.

Shoppers are making different decisions
And that is where this shopper revolution begins. Shoppers now have choice, and they seem to be rather enjoying it. Not just a choice of buying online, but a choice of where to buy, and what to buy, and who to buy it from. A choice of which categories and brands to invest time in, and which not to. Shoppers have suddenly found themselves with more options than a shopper has ever had. And they are loving it.

Retailing is disrupted as shopping trips are fragmenting
Shoppers are smashing the one-stop-shop into pieces – their shopping is fragmenting over multiple shopping trips and multiple shops. Don’t believe me? Convenience stores are booming across the world. In the UK, entertainment specialist HMV, driven into administration just a couple of years ago by the big superstore retailers and online retailers such as Amazon, now sells more music than Tesco, and is the UK’s number 2 entertainment retailer. Specialists are growing in all sorts of categories, driven by the desires and needs of some shoppers to experience something that the likes of Amazon and Tesco can’t create.

Discounters are growing too, as there are categories which, for some shoppers, are all about price. Categories where a wide range of products simply isn’t important. Yet thediscounters’ offer clearly isn’t all about price. In the UK, Aldi and Lidl have just won a whole bunch of awards for the quality of their own label product. Hardly what one would expect of an apparent ‘hard discounter’.

Shoppers shift, retail responds – brands caught in the crossfire?
Now is the time for brands to really start thinking carefully about shoppers, and how they are going to engage with them today and in the future. This shopping fragmentation creates challenges, for sure, but also creates a number of opportunities for manufacturers to reconfigure the way they market to shoppers and invest in the retail trade. Brand manufacturers have some really tough decisions to make. They are being pulled in multiple directions. There is a need to invest in new channels and retailers as they are potentially ‘the future’. Yet customers such as Walmart-owned Asda, who this week announced a massive sales slump, will still demand investment (indeed might be demanding more!)

How to survive? The answer is quite simple in principal (though let’s not pretend that its simple in practice!):

Different shoppers will go to different channels and stores for different things
Genericism is never good in marketing. In the past, however, it hasn’t been fatal in the world of shopper marketing and retail investment. Evidence the walls of price discounts in most stores. In the future, this type of ‘marketing’ will simply not be good enough. Shopper marketers must focus and adapt. It is impossible to win with everyone, everywhere. But byunderstanding, segmenting and targeting shoppers effectively, brands can both drive growth and improve returns on shopper marketing and retail trade investment.

Start by identify your target shoppers
It’s not possible to win with every shopper, everywhere. Omnichannel in its purest form isn’t possible. But we can win with the right shoppers in the right environments. The starting point of real shopper marketing is therefore to understand who your target shoppers are. Trying to understand too broad a set of shoppers will lead to generic data which doesn’t lead to insight. True marketing is about focus and targeting, and shopper marketing is exactly the same.

Prioritize the channels and environments where you can influence your target shoppers
There are so many environments, both online and offline, where shoppers can be found, the choices facing shopper marketers are dizzying. But investing in all places is inefficient, if not impossible. Shopper marketers therefore must invest in channels where theretarget shoppers can be found, and influenced. Just because a shopper is present in a channel, doesn’t mean it is worth investing in. We’re all on Facebook, but that doesn’t mean you can influence my choice of detergent there. And again, the key comes in focusing on those target shoppers you want to influence, and prioritizing channels based on where they can be found, and where they can be influenced.

Invest in the right shopper marketing mix
With clarity on which channels and environments are influential for your target shoppers, the next step is to identify the right shopper marketing mix to create the desired behavioral change in those target shoppers.

Reconfigure trade investment to support your shopper behavioral goals
The last step is to then begin the process of reconfiguring retail trade investment to support the right activities in the right environments. This might mean reducing investment in some retailers as the stores which they own simply aren’t that influential. It will certainly mean investing in different ways. Easy? Not at all. Necessary? Absolutely! Brands simply can’t afford to keep investing in activity which isn’t effective.

These are turbulent times for the consumer goods industry, and those who think that business as usual will somehow be good enough are in for a rude awakening. The world is shifting radically, and new approaches are needed. Tough decisions need to be made, but those decisions must be informed. And that means all marketers, whether marketing to consumers or shoppers, need to invest in understanding shoppers, segmenting shoppers, targeting shoppers and marketing to shoppers better than anyone else. Want to know more? Come and join me, with by partner and co-author Toby Desforges, in our one-day workshop in London this July. We’ll cover all of this, and more, in way more detail than I can hope to do in a simple article. Hope to see you there!

source: https://www.linkedin.com/pulse/shoppers-changing-behavior-you-prepared-fragmented-retail-anthony