Body advertising, also known as car body advertising, has developed rapidly in the past 10 years. Buses are the most important means of transportation in Chinese cities and are closely related to people's daily lives. This makes the bus body become a kind of outdoor advertising media with strong penetration. At the same time, the bus body advertisement is an extension of fixed outdoor advertising. It has the advantage of fixed outdoor advertising - the advertising screen has great impact and the advertising influence continues. The ability to effectively target advertising to specific segments of a particular region. At the same time, the mobility of the car body advertising makes the audience of the car body advertising more widely. The bus body media has become one of the media forms for many brands to advertise.
Compared with other forms of outdoor media, the way in which body advertisements are transmitted is actively appearing in the audience's field of vision, and is the most “active and active” in the way of communication. From the point of view of people's attention, moving objects are always more noticeable. Therefore, the only mobile body media that can be moved is also better able to stand out in many outdoor media, get more attention and achieve high arrival rate.
The multi-faceted three-dimensional display method spreads the advertising information and contacts the consumers in close proximity. The effective visual range of the body advertisement is more than 270 degrees, which fundamentally eliminates the blind spot of the viewing angle. Under normal circumstances, the audience can simultaneously access two advertising spaces, effectively increasing Contact opportunities to ensure the actual arrival rate of the ad.
The display on both sides of the body is huge, especially when passing through the intersection. The rear display area, together with the display surfaces on both sides, constitutes the overall display and greatly extends the effective viewing distance and angle of the advertisement. At the same time, advertising is particularly eye-catching for motorists. In addition, the height position of the body advertisement is exactly the same as that of the pedestrian, and the advertisement information can be transmitted to the audience at a close distance to achieve the maximum visual opportunity.
The body advertising production process mainly includes three kinds of vehicle paint spraying, partial computer adhesive printing and painting, and full vehicle printing and adhesive printing.
1. Vehicle paint spraying
The production process is more complicated: clean the body, make up the ash, polish, spray the primer (replenish the sand, polish, and primer), spray the finish and make the design. This type of production is currently rarely used.
2, partial computer adhesive printing and painting combined
The production process is roughly the same as the first case. Partial computer inkjet is mainly used for complex image pasting (such as packaging boxes, brand spokespersons, etc.)
3, the whole car full paste inkjet screen
The third case is also the most common type of modern body advertising production, simple and practical.
It is ok to paint the designed picture according to the specific body size and paste it.
Of course, the paste also has a certain technical content.
From the latest research results of the strength media: the recognition of outdoor advertising is up to 38% for car body advertising, followed by 23% for bus shelters, 14% for big-name ads, and 9% for subway ads. At the same time, 81% of the people's weekly walking routes are fixed, and the average weekly fixed route is 9.4 times. The vehicles used are still mainly buses.
MPI (Media Bole) recently carried out digital camera measurements on all bus routes in some major cities, and through post-image processing and data statistics, obtained the total number of people who can be reached during the operation of each bus line (OTS/Reach). At the same time, through the further study of the diary retention method of the fixed sample group, the average contact frequency of the bus body advertisement was obtained, and finally the GRP of the bus body advertisement was obtained. This innovative research in the history of Chinese outdoor advertising has greatly promoted the standardization and scientificization of outdoor advertising research.
In first-tier cities, such as Shanghai, an average of one month (one car for one month) can reach an arrival rate of 4.8%. At the same time, a month can reach 0.31% Recall, which means that we need 3 months of advertising volume for every 1% of advertising Recall, and in the second and third tier cities, the required amount of delivery is proportionally reduced.
A Shanghai bus released an average GRP of 39% for one month (35,000 visitors per month), 55% for Guangzhou and 32% for Wuhan, with an average monthly contact with body advertisements of 8.12.
Quantitative research on bus body advertising GRP enables MPI to scientifically predict the effectiveness of advertising: for example, a bus body advertisement for 120 vehicles in a city (ie 10 vehicles for 12 months or 12 vehicles for 10 months) It can generally reach 40% of advertising Recall, 48%-58% of effective advertising arrival rate (E-reach) and 4680 GRP, and 974 contact frequency, covering 42,2348,000 OTS.