Tsuas yog tsawg dua 2 feem pua ntawm cov kev tshaj tawm ntawm txoj kev tau txais digitalized, uas txhais tau hais tias lub caij nplooj ntoos hlav ntawm kev tshaj tawm sab nraum zoov tau pib. Yuav ua li cas kev tshaj tawm sab nraum zoov tuaj yeem loj dua thiab muaj zog dua?
Muaj ntau yam kev tshaj tawm kev tshaj tawm, suav nrog TV, xov tooj cua, ntawv xov xwm thiab lwm yam xov xwm loj, nrog rau cov paib txoj kev, lub thawv teeb, tsheb thiab lwm yam kev tshaj tawm sab nraum zoov, nrog rau lwm yam xov xwm xws li POP, ntim, xov tooj nplooj daj, cov khoom catalogs. , thiab txawm tib neeg lub cev. Txhua yam muaj "tshiab" xov xwm xws li cov phab ntsa tso quav, thiab tau kawg INTERNET media. Ntawm lawv, cov ntawv xov xwm, xov tooj cua thiab TV tau lees paub tias yog peb qhov tseem ceeb tshaj tawm xov xwm tshaj tawm. Kev tshaj tawm los ntawm peb qhov xov xwm loj no yog qhov tseem ceeb tshaj tawm xov xwm tshaj tawm.
Daim ntawv ib txwm zoo li qub ntawm kev tshaj tawm sab nraum zoov muaj kev txwv tsis pub tshaj tawm hauv ib puag ncig ntawm cov ntaub ntawv tawg. Kev tshaj tawm sab nraum zoov tsim los ntawm digital txhais tau tias tuaj yeem muaj ntau yam cuam tshuam rau cov neeg tuaj saib lub zeem muag thiab lub rooj sib hais, uas yog qhov zoo rau kev sib txuas lus ntawm cov hom.
Ua tsaug rau qhov nce ntawm cov thev naus laus zis thev naus laus zis, kev tshaj tawm sab nraum zoov tau bucked tus qauv: Cov ntaub ntawv tshiab los ntawm Kantar Media thiab Miller Kaplan qhia tias Asmeskas cov nyiaj tau los ntawm kev tshaj tawm sab nraum zoov tau ua tiav 21 peb lub hlis twg ntawm kev loj hlob, ntawm cov digital signage thev naus laus zis tau ua tiav qhov kev loj hlob txhua xyoo. ntawm 15 feem pua ~ 22 feem pua , thib ob tsuas yog rau kev loj hlob ntawm kev lag luam xov tooj ntawm tes. Kev sib koom ua ke ntawm cov thev naus laus zis digital mus rau yuav luag txhua yam yog kev hloov pauv digital, sib cav tias qhov kev hloov pauv loj tshaj plaws hauv kev lag luam niaj hnub no. Thoob plaws hauv kev lag luam thiab cheeb tsam, digital innovation yog cuam tshuam kev lag luam ib txwm muaj thiab nqa tag nrho cov peev txheej tshiab, cov khoom lag luam, cov kev pabcuam, cov channel thiab cov neeg sib tw. Rau feem ntau cov koom haum, teb rau cov cib fim digital thiab kev hem thawj tau dhau los ua qhov tsim nyog, tsis muaj kev xaiv. Thiab cov lus teb yuav tsum mus dhau qhov yooj yim tinkering, thiab hais lus digitization kom meej tsis txaus.
Nrog rau kev hloov pauv ntawm lub sijhawm, feem ntau cov xov xwm sab nraum zoov thiab cov khoom lag luam paub tias kev tshaj tawm yooj yim muaj nqi me ntsis. Cov neeg siv khoom yuav ncaj qha lim cov ntaub ntawv tshaj tawm. Lawv pib siv cov thev naus laus zis thev naus laus zis thiab cov tswv yim tshiab los txhawb kev mloog thiab qhib qhov chaw nyob tshiab rau cov khoom lag luam. Tsis ntev los no, txhawm rau ua kev zoo siab rau kev tshaj tawm "Rise of the Tomb Raider" hauv tebchaws United Kingdom, Xbox, qhov loj tshaj plaws game console hom hauv Tebchaws Meskas, tau xaiv 8 tus kiv cua ntawm Lara Croft (tus heroine ntawm Tomb Raider) los ua sab nraum zoov. kev tshaj tawm, thiab lawv raug yuam kom sawv. Muab khi rau 24 teev ntawm daim ntawv tshaj tawm sab nraum zoov loj hauv London. Cov neeg Netizens tuaj yeem saib cov kev tshaj tawm sab nraud ntawm 8 tus neeg no ntawm survivalbillboard lub vev xaib, tshawb xyuas lawv cov ntaub ntawv ntiag tug, thiab tib lub sijhawm, lawv tuaj yeem pov npav rau ob qhov xwm txheej huab cua hnyav ntawm "cua txias" thiab "dawb" thaum lub sijhawm teev tseg. lub sij hawm. Cov neeg sib tw tsim kev sib tw muaj sia nyob... Txhua tus neeg netizens uas pov npav yuav tau txais digital version ntawm qhov kev ua si tshiab, thiab qhov kawg yeej tus qauv tshaj tawm tseem yuav khwv tau nws tus kheej hauv Tomb Raider Holy Land Tour, mus rau qhov chaw ntawm qhov kev ua si.
Kev tshaj tawm tswv yim los ntawm lub neej thiab kab lis kev cai. Nyob rau tib lub sij hawm, kab lis kev cai yuav txhim khu lub connotation ntawm advertising creativity thiab coj kab lis kev cai ntxiv nqi rau advertising khoom. Thiab vim hais tias ntawm nws cov uniqueness, ib lub teb chaws kab lis kev cai yuav inevitably coj tus cwj pwm txawv rau advertising creativity, li no pab txhawb lub attractiveness thiab paub txog ntawm creativity. Nyob rau niaj hnub niaj hnub no, yuav ua li cas kom tau txais kev sib tw ntawm kev tshaj tawm cov khoom lag luam nyob ntawm tus nqi kev coj noj coj ua, txawm tias cov duab nws tsim muaj tus cwj pwm, txawm tias nws txawv ntawm tib hom thiab lees paub los ntawm cov neeg siv khoom, thiab seb nws puas tuaj yeem ua tau raws li cov kev xav tau ntawm lub hlwb. ntawm cov neeg siv khoom. Yog li ntawd, cov khoom siv tshwj xeeb thiab nplua nuj hauv teb chaws tuaj yeem ua rau muaj zog ntawm kev tshaj tawm kev muaj tswv yim thiab ua rau muaj txiaj ntsig zoo rau cov neeg tshaj tawm.
Noj cov ntawv xov xwm hauv vaj tsev tshaj tawm ua piv txwv, daim ntawv architectural ib txwm siv los ua qhov chaw nkag ntawm kev tshaj tawm; ua ke nrog cov qib siab ntawm Suav painting kos duab nyob rau hauv cov tsoos suav kos duab tej hauj lwm, lub tshiab daim ntawv thov nyob rau hauv lub tshav pob ntawm kev tsim highlights lub oriental ideology thiab lub tswv yim ntawm lub zoo meej tsev lub neej. Los ntawm kev nkag siab cov ntsiab lus ntawm Suav kos duab xws li kos duab kos duab thiab kos duab, tus tsim qauv tau tsim nws tus kheej kev nthuav qhia nrog cov kab lis kev cai oriental muaj zog, thiab ua tiav kev sib xyaw ua ke ntawm cov kab lis kev cai hauv tebchaws thiab kos duab rau hauv lub tswv yim tsim niaj hnub.
"Sab nraum zoov ntxiv rau xov tooj ntawm tes" ua rau kev tshaj tawm tsis muaj kev cuam tshuam ntxiv lawm
Xbox muab cov neeg tiag tiag ntawm cov ntawv tshaj tawm sab nraum zoov, uas ua rau nws nyiam txaus nyiam ntawm sab nraum zoov thiab kev tshaj xov xwm. Qhov tseem ceeb tshaj, los ntawm kev sib tham sib koom tes ntawm cov neeg siv internet, nws tau tshaj tawm cov kev ua si tshiab. "Qhia ntau qhov chaw hnyav yuav tsum tau ua kom cov neeg ua si sim thiab sib tw." Qhov muag tshiab. Nyob rau hauv rooj plaub ntawm "Xbox Live Binding Sab Nraud Billboards", tus tswv lag luam tau pib los ntawm cov ntsiab lus ntawm kev ua si thiab zoo li kev paub txog kev paub thiab kev puas siab puas ntsws los ntes cov neeg siv khoom, tsis muaj kev cuam tshuam cov khoom tso rau hauv cov txheej txheem no.
Hauv kev tshaj tawm ib txwm muaj, hom "thawb" lossis "kev cuam tshuam" yog tias thaum tib neeg nyiam kev lom zem lossis cov ntsiab lus xov xwm, kev tshaj tawm yog tam sim ntawd tso, thiab hom kev tshaj tawm no feem ntau tsis lees paub los ntawm cov neeg tuaj saib. Thiab sab nraum zoov tsis yog ib qho kev tshaj tawm vim tias tib neeg tuaj yeem xaiv tsis saib nws. Kev tshawb fawb qhia tau hais tias thaum cov ntsiab lus sab nraum zoov muaj feem cuam tshuam thiab tsim tau zoo, tib neeg tau mloog zoo, thiab ntau tus siv lawv lub xov tooj los ua haujlwm ntxiv. Hauv qhov no, kev sib xyaw ua ke ntawm sab nraum zoov, tshwj xeeb tshaj yog nrog cov xov tooj ntawm tes, yuav nyob ze rau "rub" qauv, uas yog undoubtedly ntau dav txais los ntawm cov neeg siv khoom. Google tus qauv "rub" raws li AdWords, uas yog, cov neeg tshaj tawm them nyiaj tsuas yog thaum cov neeg siv khoom nyem rau ntawm kev tshaj tawm hauv cov txheej txheem tshawb nrhiav cov khoom lossis cov kev pabcuam. Cov qauv no tau ua tiav Google cov xwm txheej ua tus thawj coj hauv xov xwm.
Txawm hais tias mobile yog qhov nruab nrab loj tshaj plaws niaj hnub no, yog siv ib leeg, kev tshaj tawm xov tooj ntawm tes yuav raug tsis lees paub los ntawm cov neeg siv khoom. Feem ntau, mobile cuam tshuam cov neeg siv lub neej thiab tseem sawv cev rau cov qauv "them" kev tshaj tawm. Thaum sib xyaw ua ke ntawm txawb thiab sab nraum zoov, qhov xwm txheej saum toj no yuav hloov pauv ntau. Hauv ntau qhov kev tshaj tawm tsis ntev los no, OOH tau hais kom cov neeg siv lawv lub xov tooj ntawm tes los tshawb nrhiav cov ntaub ntawv ntau ntxiv, tau txais daim coupon, koom nrog kev sib tw, lossis ua tiav kev yuav khoom, thiab lwm yam. Ua li no, peb tau pom "rub" qauv tshaj tawm, rov qab los ntawm kev nqis peev. yuav siab heev. Kev tshawb fawb qhia tau hais tias cov neeg siv khoom siv 70 feem pua ntawm lawv cov sij hawm sawv sab nraum zoov, uas txhais tau tias lawv qhov kev nthuav tawm sab nraum zoov yog siab dua puas tau. Nyob rau tib lub sijhawm, cov neeg siv khoom feem ntau nqa cov xov tooj ntawm tes thaum lawv nyob nraum zoov, uas ua rau sab nraum zoov thiab cov xov tooj ntawm tes ua ke zoo heev hauv kev tshaj tawm hnub no, thiab cov txiaj ntsig kev tshaj tawm kuj tuaj yeem taug qab thiab ntsuas lub sijhawm.
Yuav ua li cas thiaj li ua rau kev tshaj tawm sab nraum zoov digital loj dua thiab muaj zog dua?
Lub US "Media Post" tau tshaj tawm tias txawm hais tias qhov nce ntawm cov nyiaj tau los ntawm kev tshaj tawm sab nraum zoov feem ntau yog vim muaj kev loj hlob ntawm kev tshaj tawm digital thiab xov tooj ntawm tes, cov nyiaj tau los ntawm kev tshaj tawm sab nraum Asmeskas hauv 2015 yuav tsum tsuas yog ntau dua 7 billion US dollars, thaum lub tag nrho US kev tshaj tawm kev siv nyiaj hauv 2014 yog ze rau 141.2 billion US dollars. Dollar. Tsuas yog tsawg dua 2 feem pua ntawm cov kev tshaj tawm ntawm txoj kev tau txais digitalized, uas txhais tau hais tias lub caij nplooj ntoos hlav ntawm kev tshaj tawm sab nraum zoov tau pib. Yuav ua li cas kev tshaj tawm sab nraum zoov tuaj yeem loj dua thiab muaj zog dua?
1. Tsim kom muaj kev xav digital ntawm kev tshaj tawm sab nraum zoov. Kev txhim kho ntawm cov thev naus laus zis digital thiab kev hloov pauv ntawm cov neeg tuaj saib cov kev sib tham hauv xov xwm digital ua rau kev hloov pauv digital ntawm kev tshaj tawm sab nraum zoov ua tau thiab tsim nyog. Cov neeg tuaj saib tau nkag mus rau lub sijhawm ntawm kev nyeem cov duab, uas yog tus cwj pwm los ntawm kev nyeem ntawv ntiav, kev lom zem, thiab kev sib tham sib koom tes. Piv nrog rau cov hom kev tshaj tawm sab nraum zoov, cov xov xwm sab nraum zoov muaj ntau qhov chaw rau kev sib tham creativity. Raws li qhov no, cov tuam txhab xov xwm sab nraum zoov yuav tsum tsim kom muaj kev xav hauv lub hnub nyoog digital, thiab nquag siv cov thev naus laus zis los muab cov neeg tshaj tawm zoo dua nrog cov kev daws teeb meem tshawb fawb; los ntawm qhov kev xav ntawm kev hloov pauv digital ntawm kev tshaj tawm sab nraum zoov, lossis kev sib koom ua ke ntawm cov thev naus laus zis tshiab rau hauv ib txwm muaj Kev txhim kho thiab siv cov xov xwm sab nraum zoov, lossis cov xov xwm sab nraum zoov, xws li kev lag luam loj loj ntawm kev sib tham ntawm tib neeg-khoos phis tawj thev naus laus zis hauv tsheb tavxij , thiab kev siv cov thev naus laus zis tshiab xws li AR, LBS, QR thiab lwm yam thev naus laus zis tshiab hauv kev tshaj tawm sab nraum zoov, tau muab sijhawm tshiab rau kev tshaj tawm sab nraum zoov. dynamism thiab kev lag luam muaj cib fim.
2. Txhim khu kev sib tham sib ntawm kev tshaj tawm sab nraum zoov. Kev tshaj tawm sab nraum zoov ib txwm muaj ntau dua ntawm cov zaub, thiab kev tshaj tawm sab nraum zoov hauv lub hnub nyoog digital yuav tsum muaj kev sib tham ntau dua. Qhia txog kev paub txog kev tsav tsheb, thaum kev sib tham sib ntsib ua rau muaj kev xav yuav khoom lag luam. Kev sib tham sab nraum zoov kev tshaj tawm tuaj yeem tsis tsuas yog ntxiv dag zog rau kev paub txog kev lag luam thiab txhawb kev yuav khoom los ntawm kev txhawb cov neeg tuaj saib kev sib cuam tshuam, tab sis kuj vim nws qhov kev muaj tswv yim tshwj xeeb, nws tuaj yeem tsim cov kab mob sib kis thiab hais lus ntawm qhov ncauj hauv kev tshaj xov xwm, nthuav tawm sab nraum zoov. kev tshaj tawm. Scope. Yog li ntawd, nyob rau hauv lub era ntawm kev lag luam kev lag luam, kev tshaj tawm sab nraum zoov digital xav tau cov thev naus laus zis tshiab xws li kev siv tshuab hluav taws xob siv hluav taws xob thiab 3G / 4G mobile kev sib txuas lus thev naus laus zis los muab cov neeg siv khoom hloov pauv, muaj zog, thiab tshiab txhua qhov kev sib txuas ntawm cov ntaub ntawv kev sib tham.
3. Siv cov ntaub ntawv loj los txhim kho qhov tseeb ntawm kev tshaj tawm sab nraum zoov. Cov tuam txhab xov xwm sab nrauv tuaj yeem siv cov ntaub ntawv loj tshaj plaws kom tau txais cov ntaub ntawv ntiag tug ntawm cov neeg siv khoom, xws li cov yam ntxwv ntawm tus kheej, kev sib cuag xov xwm, kev coj noj coj ua, thiab lwm yam, txhawm rau txhawm rau npaj kom raug thiab tsim kev tshaj tawm sab nraum zoov, thiab ua kom raug tshaj tawm sab nraum zoov. Tsis tas li ntawd, ntau qhov kev sib tham sab nraum zoov kev tshaj tawm thiab kev sib koom ua ke ntawm cov xov tooj ntawm tes thiab kev tshaj tawm sab nraum zoov tau muab kev yooj yim rau cov tuam txhab xov xwm sab nraum zoov los sau cov ntaub ntawv cov neeg tuaj saib. Cov tuam txhab xov xwm sab nraud kuj tseem tuaj yeem siv cov cuab yeej sau cov ntaub ntawv siab heev los tshuaj xyuas thiab kawm cov ntaub ntawv loj uas tau txais, txhawm rau muab cov neeg tshaj tawm nrog cov txiaj ntsig zoo dua thiab ntau dua rov qab los ntawm kev nqis peev tshaj tawm tswv yim.
Muaj ntau ntau hom kev tshaj tawm ib txwm siv, xws li kev tshaj tawm ib txwm siv, xov tooj cua tshaj tawm, thiab lwm yam. Txawm hais tias kev tshaj tawm ib txwm tsis nrov nrog kev nthuav dav ntawm kev tshaj tawm tshiab, ib txwm tshaj tawm tseem yog qhov tseem ceeb tshaj plaws ntawm txhua hom kev tshaj tawm nrog nws tus kheej zoo. Ib yam ntawm.
