Have you ever noticed that sometimes no one can watch those blinding advertising screens in the mall? Last week I went to a business district in Shenzhen for dinner and found that the LED screen on the corner of the second floor was playing jewelry advertisements in a loop, but at most one or two out of ten people looked up and glanced. What’s even more exaggerated is that I heard that the annual rent for this location is 800,000! Is this money worth spending? Today we will talk about the metaphysics of the location of LED advertising screens.
The actual test data of the five major golden positions
Let me tell you about the discovery of abnormal knowledge——The most popular place may not be the most suitable place for advertising screens. Last year, a commercial entity installed a 4K screen in the elevator waiting area, but it was withdrawn in three months. Why? Data shows:
- The average gaze time is only 1.2 seconds (the prompt time is not long since the elevator arrives)
- 83% of viewers choose to look down at their phones when the screen brightness is too high
- Maintenance costs are 40% higher than estimated because the module is loose due to the elevator vibration
So which locations are worth investing in? I have sorted out the internal industry data:
- Commercial atrium lifting area: When the installation height is 8-12 meters, the average number of people reaching every day is 7 times that of flat billboards. But be careful to choose a model with a transmissiveness of more than 85%, otherwise it will block the view of the upper store.
- Subway transfer channel: The channel with a length of more than 50 meters, it is most cost-effective to install a set of screens every 20 meters. The actual advertising conversion rate in a certain city increased by 23%
- Directly opposite the audience seat of the stadium: Here is a cold knowledge - the average frequency of head-ups for the audience during the competition is 37 times per hour, which is 6 times higher than that of the shopping mall scene
- Highway service area: When the driver stays for more than 15 minutes, the screen memory retention rate is 80% higher than that of ordinary road sections.
- Above the community entrance and exit gate: The efficiency of advertising reach during morning rush hour is 3.2 times that of elevator advertising
Three tricks to determine the advantages and disadvantages of positions
A common mistake for beginners is to focus on rent bargaining, but ignore hidden costs. Last month, a shopping mall in Hangzhou installed screens beside the fire escape passage, but the escape sign was asked to be removed due to its impact, and it lost 600,000 yuan directly. Teach you three practical judgment techniques:
- Take out your phone to measure brightness: Open the camera APP on site. If the screen flickers (professional called Moorish), it means that the refresh rate is not enough. This screen is a burning money when installed in a strong light environment
- Take a tape measure to measure distance: Viewing distance (meters) = pixel spacing (mm) × 2.5. For example, the best viewing distance of P4 screen is 4×2.5=10 meters, and it looks like it is full of mosaics when it is too close.
- Check out the nearest power box: The power supply distance exceeds 30 meters, you need to add a cable, which is enough to rent a 3 square meter site.
There is a real case that is quite interesting: a chain of catering brands puts the screen directly above the pickup mouth, and takes 2-3 minutes of waiting for the meal for customers, and the click rate of new products in that month soars to 41%. To be honest, this data surprised me a little.
The shocking misunderstanding of brightness selection
“Of course, the brighter the LED screen, the better! ”——This is the most deceptive statement I have ever heard. Last year, a scenic spot installed a super bright screen of 7500cd/m², and the result:
- Visitors complained about light pollution, and the management office was fined 80,000 yuan
- Electricity bill is 1.3 times more expensive than ordinary screens of the same size
- Screen lifespan shrank from 5 years to 2.8 years
Brightness selection formulaIt's actually very simple:
- All outdoor environment: 4000-5000cd/m² (the upper limit is taken if there are many cloudy places)
- Half outdoor canopy: 2500-3500cd/m²
- Indoor lighting area: 800-1200cd/m²
There is a trick: choose a model with intelligent photosensitive function. A new screen can be automatically adjusted according to ambient light, and the actual measurement saves 29% of electricity. You don’t have to worry about being complained.
Must-see pit avoidance list before installation
The most outrageous installation accident I have ever seen was that the construction team installed the screen inside the glass curtain wall, and the reflection turned the entire building into a "lightsaber". A few easy-to-step mines:
- Avoid vibration sources: Install screens within 10 meters of subway tracks, half a year of maintenance costs are enough to buy new equipment
- Be careful of the reflection angle: When the sunlight hits the screen at 3 pm, the reflected light cannot shine on the driving road
- Reserved heat dissipation space: Install screens in confined space, reduce the life of 18% for every 10℃ increase in temperature
- Confirm the load bearing of steel structures: The arc-shaped screen is 15kg heavier than the ordinary screen per square meter. This weight difference can crush the unqualified bracket
- Waterproof tests must be harsh: Use a high-pressure water gun to rush it to the joint for half an hour, and if there is any water seepage, you will rework directly
A boss complained to me that his screen was always malfunctioning, and later he found out that the picture was cheap and used ordinary screws when installing it. After replacing it with anti-rust bolts, there has been no problem in three years. This detail is really deadly.
Trend forecast for the next three years
Recently I saw a novel thing at the exhibition - an advertising screen that can sense the age and gender of the audience. The system automatically recommends different contents. Young people walk through the trendy brand advertisements, and parents with children see promotions in educational institutions. It is said that the click-through rate increased by 67% during the test, but the cost is still too high now.
There is another trend to note:The production fee for naked-eye 3D content has been reduced from 8,000 per second to 3,000.. This means that more businesses can afford advanced visual effects. But I would like to remind you that the installation angle of this kind of screen is particularly particular, and the effect is much worse than that of 5 degrees.
Finally, let me tell you about the data: 4,300 illegal LED advertising screens were demolished in China in 2023, mainly due to light pollution and illegal construction. So don’t save the inspection fee when choosing a location. Finding a professional team to do environmental assessment is better than anything else. After all, no one wants to have a newly installed screen, and it will become an illegal building in the blink of an eye, right? (Data source: China Urban Advertising Facilities Safety White Paper)
