棋乐游

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棋乐游YIQINGZHIXIADEGUANGGAOXINGYEMIANLINZHEZENYANGDEYANJUNXINGSHI?JIESHENGCHENGBENSHIFOUNENGYOUXIAODUGUOWEIJI?SHUZIGUANGGAONENGFOUCHENGWEICHUANTONGGUANGGAOYEDE「ZHUANJI」?YOUQISHICHUANTONGHUWAIGUANGGAOCHUANMEIDEJIAZHISUZAO?

「空白广告牌」的出现

之前,来自日本东京的佐藤武史(Takeshi Sato)每次走过涉谷的十字路口,总会看到各种各样的广告牌。3月23日,他却注意到一个奇怪的现象——空白广告牌

棋乐游ZUOTENGBIAOSHI,「ZHEIHENBUZHENGCHANG。ZAIYIQINGQIJIAN,KEHUTINGZHIGUANGGAOXUANCHUANSHIKEYILIJIEDE。BUGUO,JIBIANSHI2011NIAN,RIBENZAIJINGLILEDIZHENHEHAIXIAODAJIZHIHOU,SHEGUQUDEGUANGGAOPAIRENGRANSHULIANGFANDUO,ERDANGXIADEKONGBAIGUANGGAOPAIZUYIZHENGMINGYIQINGDESHENYUANYINGXIANG」……

广告业遭遇的「严峻形势」

去年,美国企业在广告上的支出每增加1美元,销售额就会增加9美元。美国的广告业大约有50万行业人员。他们的广告作品覆盖了电影屏幕、智能手机、建筑物、体育场和促销邮件等多个场景。电视网络、播客公司、新闻媒体、出版物以及其他互联网企业经常购买广告。因此,当这些公司在广告营销上的支出减少时,就会产生连锁反应。棋乐游根据WARC研究集团的数据,在经济大萧条期间,全球超过605亿美元的广告支出蒸发,该行业花了8年时间才完全复苏。

棋乐游YIQINGQIJIAN,SHIDAIGUANGCHANGSHANGKEKOUKELEDEGUANGGAOPAI。TU / FUBUSI

根据IAB贸易组织的数据,3月和4月的数字广告总支出比预期的要低38%,电视广告支出下降了41%,广播广告支出下降了45%,印刷出版物下降了43%,广告牌和其他下降了51%。

棋乐游TU / Page Six

AIPEIZHIJITUANHEYANGSHIJITUANDENGGUANGGAOJUTOUYIJINGZANTINGCAIWUYUCE,BINGBIAOSHIWUFAQUEDINGWEILAIDEFAZHAN。TONGSHI,XIANGYINGDEGUANGGAOHUODONGYEBEIPOGEQIAN。4YUE3RI,JIANAGUOJICHUANGYIJIEZUWEIHUIXUANBUJINNIANDEJIANACHUANGYIJIEZHENGSHIQUXIAO。GENJUZUWEIHUIDESHENGMING,ZAIYIQINGDUIQUANQIUXIAOFEIZHEYIJIGUANGGAOYINGXIAOXINGYEDECHIXUYINGXIANGXIA,HENDUOYINGXIAO、CHUANGYIYIJIMEIJIEKEHUDOUYIJIANGZHONGXINZHUANYIZHIRENYUANBAOHU、XIANGYINGXIAOFEIZHEJICHUXUQIUYIJIWEIHUGONGSI、SHEHUIHEJINGJIPINGWENFAZHANSHANG。

广告内容「走向公益」

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TU / Facebook

许多公司正让自己的广告远离有关医院泛滥、失业和死亡的媒体报道,试图来保护自己的品牌形象。在疫情之下,继续做广告的公司也在设法让消费者了解产品。然而,许多广告都感觉像是公共服务类公告。棋乐游上月,肯德基为应对这种变化,取消了一则英国广告——每个出镜的主人公都是一边吃炸鸡,一边舔手指。

TU / The Drum

ZUIJIN,LINKEN(Lincoln)DEYIZEGUANGGAOQIANGDIAOLE「ZIWOGELI」,YOUHudson RougeCHUANGYIJIGOUZHIZUO,GUANGGAOZHONGYOUYIJUHUAWAIYIN,「NINDEJIAJIUSHIBIHUSUO」。

棋乐游TU / WardSauto

XIBANYADEYIJIAFABULEXINDEGUANGGAO「YoMeQuedoEnCasa(WODAIZAIJIALI)」,HAIGULIRENMENKAOLVZHONGXINBAIFANGJIAJU。

以色列宜家在Facebook上发布了简单的指示「待在家里」。图 / Facebook流感药物公司Mucinex推出了一项名为「传播事实,而不是恐惧」的教育运动。根据Pattern89人工智能平台的一项分析,上个月社交媒体上与洗衣服相关的图片增长了600%,对人群的描述下降了54%。

TU / Ad Age

现在,广告接触受众的能力是无与伦比的,但受众接受营销信息的意愿仅限于正确的信息。

2020NIAN3YUE22RI,「NIUYUEZANTING」DEXINGZHENGMINGLINGSHISHIZHIQIAN,NIUYUEGUANGCHANGSHANGDEJINGXIANG。TU / NIUYUESHIBAO

广告业「艰难的平衡」

在疫情期间,品牌推广并不是好主意。大多数广告代理公司的高管都认为,在这个时间段尝试广告很难做到平衡。政府采取了很多社会疏离措施,在这个背景下,品牌应该保持一致。全球范围内的广告支出一直在下降,广告从广告牌转向数字媒体,以及更加传统的格式。

ZAIYIQINGZHIXIA,XUDUOGONGSIDOUDUITOUFANGGUANGGAOCHIJINSHENTAIDU。TU / NIUYUESHIBAO

棋乐游ZAIJIAGELIYIWEIZHERENMENYOUGENGDUODEJIHUIKANDAOGUANGGAO,PINPAIZHENGZAIZHUANXIANGPINGMU。「SUIZHERENMENZAISHINEIDESHIJIANYUELAIYUEDUO,DIANSHISHOUSHILVYIJINGGAOYUZHENGCHANGSHUIPING」。

广告业的出路在哪里?

NEIME,CONGXIANZAIKAISHIJIGEYUEHOU,GUANGGAOHUIBIANCHENGSHENMEYANGZI?PINPAIZAIWEIJIZHONGYOULIANGZHONGCHULU。SHOUXIANSHISHIJIXINGDONG。BIRU,BAIJIADE(Bacardi)GONGSIZHENGZAISHIYONGZHENGLIUQIZHIZAOXISHOUYE,AISITI(Essity)JIANGYIXIEZHIZAOYEWUZHUANHUANKOUZHAOSHENGCHANXIAN,ASIDA(Asda)MUJISHANKUAN,WEISHOUYIQINGYINGXIANGDERENMENMIANFEITIGONGCANSHI。QICI,JIUSHITUIDONGWENHUAJIAOLIU。ZAIWEIJISHIQI,ZHEIYIDIANBIANDEYUELAIYUEZHONGYAO。DANZHIYOUPINPAIXINYULIANGHAOSHI,CAIKEYIZHEIMEZUO。BIRU,3YUE18RI,ZAZHI《SIJIAZHENTAN》DEFENGMIANSHANGXIEZHE「MIANFEIZENGSONG48ZHANGCEZHI」。

户外广告的核心,是价格还是价值?

BUYAOZHIMAICHANPINBENSHEN,ERSHIMAICHANPINDUISHICHANGHEYONGHUDEJIAZHI,ZAISHICHANGJINGZHENGZHONG,HENDUOGUANGGAORENWANGWANGZHIGUANZHUCHANPINJIAGEBENSHENHEYANQIANDESHICHANGJINGZHENG,ERHUSHILEQIANGYOULIDECHANPINZHANLVECAISHIKUODASHICHANGDEHEXIN。GUANGGAOXINGYEWEILAIDEQUSHIZOUDESHISIRENDINGZHIHUAFUWU,SUOYIBUYAOZHIMAICHANPINBENSHEN,ERSHICHANPINDUISHICHANGHEYONGHUDEJIAZHI,BIRUYIKUAIBEIJINGBAN,TABUDANDANSHIHENGJIADEZULINHEPENHUIBUHUAMIAN,ERSHIYIKUAIJINGZHIQIEQIPAIDEQIANDAOBAN,SHIKEHUDEPINPAIXINGXIANG!SUOYIZUOWEIGUANGGAOGONGSI,XUYAONONGQINGCHUMEIGEDINGDANDEJIAZHISHISHENME,YIJIRUHEJIAOFUZHEIZHONGJIAZHI。

棋乐游NEIMERUHETONGGUOKAIFAHESHENGJICHANPINJIAZHILAICHIXUKUODASHICHANGFENE,HUOZHEKEYICONGXIAMIANZHEIJIDIANRUSHOU:

棋乐游1、MUBIAOSHICHANGDINGWEIZAISHUXIDELINGYU;XUANZEYIGEZIJISHUXIDE,YOUTESHUZHISHIDIANDEXIFENSHICHANGSHISHICHANGTUOZHANDELIANGHAOQIDIAN。BIRU,NINDUIDANGDIJIAOYUSHICHANGZHONGDECHANPINXUQIUYOUTEDINGDELEJIE,NINZHIDAOSHENMESHIHOUJUBANHUODONG,SHENMESHIHOUFANXINJIAOSHI,YENENGPINFANJIECHUDAOXUEXIAODEFENGUANLINGDAO,NEIJIUYOUHENDUOJIHUIKEYIBACHANPINXIAOSHOUJIXUEXIAO。

2、CHANPINXIAOCHUANGXINDAILAIXUQIUDASHICHANG;RUGUOSHINISHIMIANXIANGGUANGGAOGONGSIDEZHIZUOGONGCHANG,NIDECHANPINNENGRANGGUANGGAOGONGSIHUOQUGENGGAODELIYIMA?RUGUONIDEKEHUSHIZHONGDUANPINPAIYONGHU,NINENGWANZHENGDEJIEJUETAMENDEGUANGGAOXUQIUSHENZHINENGCHAOCHUTAMENDEYUQIJICHUGENGHAODEJIEJUEFANGANMA?GUANGGAOXINGYEDEXINCHANPINGENGDUODITIXIANZAIWEIXIAODECHUANGXIN,BIRUXINDECAILIAO,XINDESHEJIHEXINDEFUWU。

3、MAICHANPINJIAZHI,BUMAICHANPINBENSHEN;HENDUOSHIHOU,WOMENBUSHIZAIXIAOSHOUCHANPIN,SHIZHENDEZAIMAIYIXIENENGMANZUSHICHANGXUQIUDEDONGXI。BIRUXIANGQIANMIANSHUODAODEBEIJINGBAN,HAIYOUDAIYOUKEJISECAIDEZIFAGUANGBIAOPAI,SUIRANJINJINZHISHIJIALEYICENGXUGUANGMO,DANSHITAZHENZHENGDEJIAZHISHIYEJIANANQUANDEBAOZHANG;ZAIBIRUYIQIANMAICHEDESHIHOUYIZHISHUOYIJUHUA,KAIBAOMAZUOBENCHI,BAOMATIGONGLECHAOYUECHANPINBENSHENDEJIAZHIYEJIUSHI—JIASHIDELEQU。

4、YEWUXUANCHUANHEBAOZHUANGYAOCHIXUQUZUO;GUANGGAOGONGSIXUYAOZHUZHONGYEWUXUANCHUANHEBAOZHUANG,ZHUAZHUHECHUANGZAOGEZHONGJIHUIZAIKEHUMIANQIANLULIAN,ZHEIBUJINNENGRANGKEHUZAIYOUXUYAODESHIHOUDIYISHIJIANXIANGDAONI,HAINENGRANGNIGENGJIAJIECHUSHICHANG,LEJIESHICHANGXUQIU,CONGERGENGRONGYIWANCHENGQIANMIANTIDAODESHICHANGKAIFAHECHANPINSHENGJI。DUIYUGUANGGAOGONGSILAISHUO,KEYIDUOCANJIAMUBIAOSHICHANGDEDANGDISHANGHUI,LIYONGHAOXIANSHANGDEFUWUPINGTAI,ZUODAOCHIXUHELIDITOURUHEWEIHU。

户外场景价值的高低取决于4个重要的方面:

1、消费者在场景出现的频次

BUTONGDECHANGJING,XIAOFEIZHESHIFOUQU,YIJIMEIZHOUQUJICISHIBUYIYANGDE。BIRUQUYIYUAN,GOUWUZHONGXINDEJIHUIHEPINCI,YUQUDITIE、XIEZILOUDEJIHUIHEPINCIDECHAJUSHIHENDADE。MEIZHOUCHUXIANDEPINCIJUEDINGLECHANGJINGDEJIAZHI,RUGUOMEIZHOUCHUXIANBUCHAOGUOYICI,CHANGJINGDEYINGXIAOJIAZHIJIUJIANGDIHENDUO,XUYAOKAODANCITINGLIUSHIJIAN,YIJIHUDONGHECHUANGYILAIMIBU。ERMEIZHOUCHUXIANCHAOGUOSANCIDECHANGJINGDEYINGXIAOJIAZHISHIJUDADE。

2、消费者在场景的停留时间

MEICIXIAOFEIZHECHUXIANZAIBUTONGCHANGJINGDETINGLIUSHIJIANYEDABUXIANGTONG。ZAIDITIEDEHUANJINGTINGLIUSHIJIANDAYUEZAI10DAO30FENZHONG,ZAIDIANYINGYUANTINGLIU1DAO2GEXIAOSHI。TINGLIUSHIJIANDEZHANGDUAN,JUEDINGCHANGJINGDEYINGXIAOJIAZHI,TINGLIUSHIJIANZHANG,YINGXIAOJIAZHIXIANGDUIJIUDA,ERTINGLIUSHIJIANDUAN,YINGXIAOJIAZHIXIANGDUIJIUXIAO。

3、场景创意的吸引力

4、情景营销--消费者在场景的心情状态和消费潜力。

XIAOFEIZHEZAIBUTONGCHANGJINGDEXINQINGBUTONG,KEYICHENGZHIWEIQINGJINGBUTONG。XIAOFEIZHEZAIYIYUAN,ZAIJICHANGHEZAIDITIEDEXINQINGSHIWANQUANBUYIYANGDE。TONGSHI,ZAIBUTONGCHANGJINGDEXINQING,YEYINGXIANGDAOXIAOFEIZHESHIFOUHUIYOUXIAOFEIQIANLI。CUCHENGXIAOFEIZHUANHUABIJIAOHAODECHANGJINGSHIZAISHIJIAN,DIDIANHEXIAOFEIZHEXUQIUZUITIEQIEDEQINGJING。

BIRUZAIZAOSHANGGANQUSHANGBANDEDITIELI,KANDAOZAOCANNAIDETIXING,JIUFEICHANGYOUZHUYUTIXINGXIAOFEIZHEZHONGSHIZAOCANDEYINGYANG,ZAICHEXIANGFENGBIDEHUANJINGLI,XIAOFEIZHEHUIBUDUANBEIPINPAIXINXIHECUXIAOERWEIMATIXING。TONGYANG,KENDEJIHEMAIDANGLAODEGUANGGAOYESHIZHANGQITOUFANGZAIZHEIXIECHANGJINGLI。PENGXIAODONGDAOSHIJIANXIN:HUWAIMEITIDEJINGYINGDASHIMEN,HUIZAICHANGJINGYINGXIAOHEQINGJINGYINGXIAODELINGYULICHUANGZAOCHUGENGDUOJINGCAIDEANLI。

数字广告取代传统广告并没有想象中的乐观

QUANQIUHUARENZONGCAIZHUOYUEXINGXIAOLIDAOSHIJIZHONGGUOGUANGGAOCHUANMEIPEIXUNDIYIREN,PINPAIJINGHELIJIQIEGELINGDAOLIYISHUCHUANGSHIRENJIANZONGJIAOLIAN,DAZAOZHONGGUOSHIZHANLANGXINGGUANGGAOXIAOGUANTEZHONGBINGZONGJIAOLIANPENGXIAODONGDAOSHIZHICHU:CONGDUANQILAIKAN,YIQINGJIANGDAOZHIJINGJIXIAHUA,YINGXIANGDAOYUGUANGGAOYEWUDEZHENGCHANGKAIZHAN,XUDUOXIANGMUDOUHUIBEIWUWUXIANQITUIHOU。TONGSHI,YECUISHENGLEBUSHAOXINDESHANGYEJIHUI,BIRUXIANSHANGSHUZIYINGXIAODEKAIZHAN。CONGZHANGQILAIKAN,GUANGGAOYEWUHUOZAIYIQINGZHIHOUYINGLAI「BAOFUXINGXIAOFEI」,ZHONGXINDIANLIANGLUBIANDEKONGBAIGUANGGAOPAI。SUIRANGUANGGAOYEDEQINGKUANGBURONGLEGUAN,DANSHUNSHIERWEI,SUIJIYINGBIAN,YIDINGNENGGOUDUGUOWEIJI。


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