What are the pain points that LED displays need to address in 2016?

In the information age, traditional forms of paper advertising will be completely replaced by digital media. In China, the replacement rate of urban street billboards led by led big screen is slightly higher than that of the United States. The revenue of the all-weather digital outdoor large screen is approximately four to six times the income of the same size traditional outdoor billboards. The traditional and modern forms are juxtaposed and shared on the street, which is the current advertising landscape. The more digital billboards are created, the more powerful the crowding out effect on traditional advertising, and the diminishing marginal utility of this type of digital media. At present, entering the mobile era, the vacancy of traditional billboards and digital billboards has become a common phenomenon, and it is urgent to re-examine the structure and development path of urban outdoor advertising.

LED large screen is an important stage product for the digital transformation of outdoor advertising industry. Reducing or eliminating the vacancy rate of outdoor advertising large screens is already an urgent task. Manufacturing is positively related to the media industry. There are not only the existing time slots of the screen media dealers, but also the future capacity of the screen manufacturers. Because this involves not only the question of whether China's outdoor advertising industry can successfully achieve digital transformation and growth, but also affects China's heavy purchase of most of the global LED chip production line will not be quickly drifted. There are some recent signs that the United States, Japan, Europe and South Korea have shifted the focus of future digital screen development to OLEDs . Whether the Chinese can play a new sense productively on the LED screen (rather than ridiculously only accepts backward production capacity) is also related to the fate of Made in China (and Chinese assets and Chinese capital).

Significantly reducing the vacancy rate of advertising screens is not only a marketing method problem, but also a technical breakthrough, but also an innovative incentive for ideas and systems. Programmatic buying has tasted the sweetness of online digital advertising practices and opened up new niches for big data-based marketing. But the fragmentation of digital outdoor distribution everywhere needs to have a place where you can easily buy vacant time anywhere, anytime, anyone, anything (Any Place, Any Time, Any One, Any Thing). A programmatic buying platform (APP) that can quickly advertise. Shanghai Pudong, approved by the State Council, has cancelled the registration of outdoor advertisements and has created institutional conditions.

It stands to reason that there is nothing in the world that can't be sold. Many large screens have a vacancy rate of more than 70% because his advertising price cannot attract enough brands. The fundamental reason for the high price, in addition to the high purchase price, is also a high cost of electricity and energy. American LED billboards have also been questioned by environmentalists, saying that this all-weather LED billboards consume 30-46 times more energy than ordinary American households. The American Outdoor Advertising Association warned that it would reduce power consumption by five-fifths, which would require a reduction in power consumption per square meter from 660 watts to 110 watts. Today, some of China's LED screen manufacturers have been able to achieve 100 watts. Mesh S CREE n is a good choice.


LED screen in outdoor space with localized attributes and information radiation service radius. But the big screen has the willingness to become the visual coordinates in the area. Why is it not satisfactory? The content is not relevant enough. A lot of content has nothing to do with the pedestrian audience passing by, and even has no half-dollar relationship with the surrounding small and medium-sized stores. It is also famous: the power of outdoor media to watch. The industry currently attaches great importance to large customers, but the way in which large brands of advertising exist has been able to make a difference with the amount of media. The key to improving the level of general consumption in China is the increase in the level of consumption of small companies and individuals. With the outdoor screen program buying platform, LED screens can be used to make multi-customers, less frequent, low total price cuts and fill in fragmented vacant time slots, and attract a large number of surrounding community residents, shops, restaurants, etc. to become self-produced content. The advertisers add a rich and colorful stroke to each person's Chinese dream, letting the Chinese etiquette of "Zhu Shou, He Xi" class on the big screen, making the big screen happy information consumption become the shared economic habit of residents' daily consumption.

Street LED screens are becoming more and more localized media (We Media), which is the trend of the Internet era, and will also form a new street visual node with distinctive social cohesion. A large number of pedestrians, residents, shops, restaurants, impromptu or planned to create a multi-advertising content based on the Chinese dream, will be differentiated and diverse in form and content, and will be the mainstream lifestyle and business society shaped by big brands. Values ​​are injected with unquestionable vitality. GIF animations, barrage, and even small augmented reality and virtual reality will be performed on the big-screen street, and will be further sublimated and talented. The real-name templated content release can open up an orderly and promising large-screen management model for commercial freedom of speech.

Led big screen can effectively broadcast targeted preset content in a timely and appropriate manner, strengthen the consumer's live experience, let people see the advertisement and want to buy, is the most basic consideration of most advertisers, the so-called "I don't Knowing where 50% of your advertising budget is spent is a result of the N-th power of the second-best choice. Therefore, in addition to covering the nationwide procurement and delivery platform, the programmatic arrangement should also include the analysis and positioning of real-time scenes and randomly broadcast matching preset content in order to win more big brand budgets, thereby increasing various types of effective (funds and information) liquidity distribution. In order to suit the media characteristics of location-based push and location-based digital advertising, hardware and software integrated smart cameras, sensing devices, Wi-Fi, low-power Bluetooth, etc., should become the standard for new LED screens in the future, and link Cloud ad pool content library and data processing platform.

Representing the future urban space large-scale information transmission display, as an intelligent digital billboard capable of real-time interaction, can the large LED screen have a place in the construction of smart cities and future urban renewal? Whether it is a warning in the urban emergency mechanism that allows citizens on all streets to quickly see it, or the ever-changing visual comfort of the building skin in an innovative city, it is necessary to have a cost-effective building material to fully embody the “facade as the media”. Due to the rapid advancement of Mesh Screen (shine screen, grill screen, soft screen), LED printed circuit ( COB ) glass has also been introduced, and any screen-shaped or curtain-walled LED of the building skin will not only become a building decoration material. It can even become a structural building material, adding a practical and technical support methodology for the new generation of architectural aesthetics and urban space aesthetics.

In the process of intelligent informationization in contemporary cities, the LED screen replacement rate of traditional billboards on European streets is the lowest. Deco, clear channels, etc. currently use LCD screens below 80 inches. On the large screen of OLED, although Mitsubishi Electric's Diamond Vision technology is the basis of modular control display, mature outdoor large-scale surface display still has a way to go. This is the window period in which China has bought a large number of LED chip lines but still have short-term opportunities. If China's LED screen manufacturers and media operators join forces to export digital billboards for standardization (such as 3X4 meters, P6.75, SD pixels) in a way that compensates for trade (ie, half of the customers in the country are charged with low production costs) In Europe, in cooperation with local media dealers and agents, there are both European and American brands, as well as privatization bidding negotiations for vacant hours, and local public and small and medium-sized enterprises can use mobile phones to deliver advertisements through the platform in real time. At the same time, domestic advertisers who offset the production costs will become household names in Europe with the installation of digital billboards.

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