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        多聞傳媒電話
        營銷新時代,樓宇廣告讓廣告價值回歸,讓用戶主動觀看
        來源多聞 人氣:1075 發布日期:2018-04-27

        移動互聯網時代,數字化迅猛發展,營銷越來越難,用戶高度分散化,投放難以集中,然而樓宇電梯廣告場景媒體價值凸顯,發展勢頭越來越猛。

        在電梯里看廣告的場景并不陌生,甚至成了許多城市白領的"每日日常",因為電梯低度干擾(較封閉),反而成了消費者碎片化時間里看廣告的"最佳良機"。

        據CTR研究表示,目前中國廣告進入了傳統電視廣告,互聯網廣告,以及生活空間媒體三分天下的時代。如果說"線上流量"核心入口是微信朋友圈和新聞客戶端,那么"線下流量"核心入口就是辦公樓、公寓樓的電梯口。

        <

        電梯廣告

        為何數字化大背景下,樓宇廣告發展勢頭依然強勁,它究竟是如何吸引品牌的?新技術大背景下,樓宇媒體還能有哪些革新?北京樓宇廣告公司有哪些?樓宇廣告價格如何?目前又是如何玩轉廣告創意?今天我們一起來看看。

        1、自身優勢:電梯特殊場景,消費者會主動觀看

        廣告主通過廣告來鎖定受眾的注意力從而降低成本提升交易效率,然而絕大部分消費者并不喜歡看廣告,投放在網站視頻的廣告被屏蔽了,消費者們選擇購買會員。即便是高度娛樂化、內容化后的"廣告植入"也總在網上引發吐槽,因為在精彩的內容面前,廣告創意再好也顯得遜色很多?;ヂ摼W大背景下,消費者在主動接觸媒體,卻也在主動回避廣告,據尼爾森的《中國廣告關注度研究》顯示,電梯廣告(電梯海報、電梯電視)反而是消費者主動關注度最高的廣告。

        樓宇電梯廣告

        大多數情況下,消費者不想看廣告,看電視時,他們要看的是節目,上網時,他們要看的是內容。但是,很多消費者會主動看電梯廣告,因為等電梯和坐電梯的時間,看廣告成了打發無聊的很好方式。電梯廣告是消費者會主動看的廣告。

        電梯媒體實質上把廣告放在一個消費者會主動看的特殊場景中,讓廣告實現了價值回歸。在電梯這種場景中廣告不再是一種打擾,而是自然地存在。

        2、用戶優勢:消費升級下,覆蓋高凈值用戶

        隨著經濟的發展和人均GDP不斷提升,以追求高端品質、愿意為品牌溢價買單的中產階層越來越成為都市消費的主力,毫無疑問這也是2017年的基調,"消費升級"大背景下,誰能掌握和影響都市白領和中產階級,誰就能實現品牌的擴張。

        消費者在哪,廣告就會流向哪里。作為全球第二大的電梯媒體集團,多聞電梯媒體已覆蓋全國120個城市超過50萬個終端,每天有1億城市主流人群收視,覆蓋區域主要為寫字樓、中高端社區中的城市主流人群,這類人群就是一批最具購買力的主力人群,代表了70-80%的消費力,這樣一批人對高品質的消費追求越來越高,而他們就是廣告主們的目標人群。

        現在多聞傳媒覆蓋的城市主流人口是消費升級新產品,新服務,新模式最可能的接受者,是品牌的風向標人群;多聞傳媒仍將不斷創新,繼續營銷探索。

        線上+線下整合傳播,實現效果倍增

        一種新媒介形式的出現,不代表另一種舊媒介形式的消失,不難發發現,目前線上線下媒體整合營銷傳播已然成為趨勢。從消費者體驗上來說,線上廣告多數具有移動性,實時性等特征,便利性更強,而線下媒體則可能會更深入地卷入消費者,與消費者工作場景、休閑娛樂場景的結合后,情感體驗效果更佳。

        目前,無論像是傳統巨頭,還是新經濟品牌,都紛紛將線上線下的整合定位為整個市場傳播策略的核心。據最新研究數據,目前跨屏投放最優的組合是40%傳統電視,30%互聯網視頻和30%電梯電視。

        電梯廣告

        有效注意力是一切商業營銷活動的起點,然而在互聯網時代,品牌面臨的現狀卻是用戶注意力的高度分散,流量爭奪愈加白熱化。因此品牌想要有效觸達用戶,不妨講品牌、產品融入到消費者生活的各個特殊場景中,以潤物細無聲之力讓消費者主動觀看廣告,從而實現廣告價值回歸。

        北京多聞傳媒作為一家全媒體精準營銷平臺,與眾多媒體保持良好密切合作關系。憑借完善的媒介資源,服務專業性能方面的優勢,能夠幫助客戶取得最佳的媒介資源。是您營銷推廣的好幫手。

            此文關鍵字:北京電梯廣告 樓宇電梯廣告 電梯廣告 廣告
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        多聞傳媒官網
        北京多聞傳媒廣告有限公司 備案號:京ICP備15006595號-1
        地址:東北京市朝陽區雙井橋西優士閣A座 電話:010-57031403
        電梯廣告投放顧問:郭經理 手機:13810858859 郵箱:bjdwgg@163.com
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