All media are introducing the arrival of the era of big data, so what specific figures are there to measure? According to a survey by IBM, human society creates 2.5 pieces of 5 trillion bytes (2,500,000,000,000,000,000, a total of 18 zeros, if you want to count) data, and this number still rises like a rocket. in.
How does this data affect our daily lives? Digital devices and digital information hide huge energy. They are full of confidence in transforming the real world and changing our daily life: smart grid, smart meters, thermostat controllers will effectively reduce our indoor expenses; urban public systems pass Adopt real-time monitoring system and connect to social network, change routes in time, scientifically optimize traffic lights time and send information to passengers in time; relevant medical health institutions can obtain the latest flu outbreak information and alert by monitoring trends such as Google to protect our life. All of the above behaviors are only the most superficial exploration of digital society and digital society in human society.
Digital outdoor media has become a major beneficiary
Digital outdoor is still growing rapidly. If the momentum of growth continues, we expect more than 80% of outdoor media to be digitized by 2022. Compared with traditional outdoor media, digital outdoor media can capture more value in the era of big data.
Because the media is digital, advertisers can connect to the port to obtain audience information, and based on this information, update the information to the participating audiences in time to provide a one-to-one participation experience, and attach these ideas to such things as weather, traffic conditions, latest social trends, etc. Among the information, compared with traditional outdoor advertising, such advertisements can achieve better results, and advertisers can also obtain relevant data in the process of audience participation, enrich the database, and serve future activities.
Data to stimulate creativity
Data is often hanged by analysts and computer scientists, but their experience does not apply to advertising marketing. Data not only affects the formulation and strategy of outdoor advertising, but also stimulates a series of creative behaviors.
Music streaming service company Spotify recently launched a case in the world's major outdoor advertising market. In the case, the outdoor large screens around the world showcased the global listening song data in 2016 and directly created the data, such as in 2016. On Valentine's Day, the most listened song is called "Sorry", and through a series of technical interactions, pedestrians passing by can listen directly to and participate in discussions.
With the collection of big data, because the outdoor media is in a public environment, it will naturally lead to public discussion about privacy rights. Data companies have indicated that they use public data in a legitimate context. For example, all data is used anonymously and does not specifically point to any individual.
In my opinion, the big data industry is unstoppable and the outdoor advertising practitioners can't continue to ignore the privacy issue. We should keep in mind the principle of “blocking the gap”. Since we need to obtain public privacy data, we will do the whole industry. To standardization and transparency. The industry needs to put the public's information security first, and let the people feel at ease through standardized operations. After all, the word trust is the most rare in the moment, and it is difficult to recover after losing it.
Talk about privacy issues with data and talk about the positive energy that big data brings. Mark Boidman, head of Peter J. Solomon Consulting, pointed out that the development of online big data analysis in the past few years has also caused panic among the people, but with the regulation of online company business, people found that through big data analysis, they received Appropriate appetite for advertisements, and found that the content of online browsing is more closely related. Through the actual effect, consumers gradually adopt the attitude of “benefit outweighs the disadvantages” for the collection and analysis of online big data.
“My point is that when people know that the data of everyone around them is being collected and the behavior is anonymous, then people will tend to give up data ownership. Because of the experience of data feedback on the cable, the public knows when When they contribute their own offline data, they can get a more enjoyable consumer experience. Therefore, the most important thing to discuss offline privacy issues is to really help consumers. As long as the follow-up experience is good enough, some people will think offline. Behaving is tracked as acceptable.
These are some of my views on the impact of big data on the industry. Outdoor advertising has long been considered a relatively static medium, and digital outdoor activities that have been in full swing in the past few years have changed the industry's long-standing state of silence. The integration of big data will undoubtedly accelerate the process of the entire transformation.
This transformation is as horrifying and exciting as walking on a cliff: for the future, the predecessors did not explore for us, and we don't know the story that will happen. However, it is because of the unknown that it is interesting, with unknowns, we look forward to the future of the industry, and look forward to the creation of amazing works by the resources of big data and other resources with the joint efforts of creative people, agencies and media. Regarding the future, my only certainty is that big data is the key to opening up future outdoor advertising.