北方广告网:户外广告迎来新革命,智能将成第一标杆

来源:北方广告网   2019-08-06 16:09 责任编辑:李秀林

北方广告网www.northadw.com:户外广告迎来新革命,智能将成第一标杆

   去年五一,英国Talon的董事总经理James Copley和首席战略官Jon Conway在伯明翰发表了一份旨在更好地规划户外广告的宣言:“把更智能作为标准”,介绍了他们在户外广告活动智慧规划方面的理念。他们认为,随着越来越多的支出转向数字户外(现在占市场的50%),户外广告活动规划正朝着数据驱动、自动化、执行和基于结果的测量这些方向转变,应确立关于户外广告未来的五个核心理念。好饭不怕晚,我把这些理念翻译过来与大家共飨。

Last May, James Copley, managing director of Talon, UK, and Jon Conway, Chief Strategic Officer, issued a declaration in Birmingham aimed at better planning outdoor advertising: "Taking Smart as the Standard", introducing their wisdom in planning outdoor advertising activities. They believe that as more and more expenditures turn to digital outdoor (now accounting for 50% of the market), outdoor advertising planning is moving towards data-driven, automated, execution and results-based measurement. Five core concepts about the future of outdoor advertising should be established. Good food is not afraid of being late. I translate these ideas and share them with you.

   这些理念是:

    1,仅靠自动化不会为广告主带来实际价值

   2,情景户外广告易于交付,且被证明更为有效

   3,数据和智能化增强了户外广告的核心优势

    4,整合数字的与户外的广告是下一个前沿领域

    5,户外广告并非“仅仅是另一个屏幕”

These ideas are:

1. Automation alone will not bring real value to advertisers

2. Situational outdoor advertising is easy to deliver and has proven to be more effective

3. Data and Intelligence Enhance the Core Advantage of Outdoor Advertising

4. Digital and outdoor advertising is the next frontier

5. Outdoor advertising is not "just another screen"

    我们追求更智能的标准方法,这意味着采用最好的数字广告技术并将其应用于户外的广告。

    提供更智能的标准,意味着转向数据驱动的活动策划、动态创意、自动执行和基于结果的测量。但这也意味着永远不要忘记“户外”广告的工作方式和原因。

    户外广告可能不再受“贴纸”广告牌面的支配,但它仍可以完成它一直以来的工作;它可以帮助广告客户快速覆盖大量受众群体,以一种不被注目却不容错过的品牌广告信息。

We pursue a more intelligent standard approach, which means adopting the best digital advertising technology and applying it to outdoor advertising.

Providing more intelligent standards means turning to data-driven activity planning, dynamic creativity, automated execution and results-based measurement. But it also means never forgetting the way and why outdoor advertising works.

Outdoor advertising may no longer be dominated by "sticker" billboards, but it can still complete the work it has been doing; it can help advertisers quickly cover a large number of audiences, with a brand advertising information that can not be ignored but can not be missed.

    在这变革时期,接受范式的转换可能很诱人。但我们并不认为可以产生另一种“印象”,即把户外广告看作是广告牌与屏幕的组合,将会符合重视媒介作用的广告主的利益。更大的数据集、更智能的广告技术和更简单的购买流程,将支持更具针对性、更加自动化和可衡量的广告系列,但它们不会改变人们在现实世界中体验传统广告牌的和数字屏幕广告的方式。

In this period of change, the paradigm shift of acceptance may be tempting. But we do not think that we can create another kind of "impression", that is, to regard outdoor advertising as a combination of billboards and screens will be in the interests of advertisers who attach importance to the role of the media. Larger data sets, smarter advertising technologies and simpler purchasing processes will support more targeted, automated and measurable advertising series, but they will not change the way people experience traditional billboards and digital screen advertising in the real world.

    Talon的“把更智能作为标准”的宣言概述了我们对“户外的广告”未来的五种信念,以及我们为确保其继续为客户服务所采取的路径。

Talon's Declaration on "Taking Smart as a Standard" outlines our five beliefs about the future of "Outdoor Advertising" and the path we have taken to ensure that it continues to serve our customers.

1,仅靠自动化不会为广告主带来实际价值

    自动交易是英国户外广告市场的重要里程碑;一个“特定类型的库存和交易”将首先在2018年交付,虽然有限。

   在需求和供应方面,自动化市场需要技术和流程集成,但这只能通过整个行业的一致努力和投资来实现。

1. Automation alone will not bring real value to advertisers

Automated trading is an important milestone in the UK outdoor advertising market; a "specific type of inventory and trading" will be delivered first, albeit limited, in 2018.

In terms of demand and supply, the automation market needs technology and process integration, but this can only be achieved through concerted efforts and investment of the entire industry.

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