The brand of trendy media is upgraded, and the ladder media opens a big era.

The trendy media is becoming more trendy.

On August 26th, in Shanghai, Xinchao Media held a brand upgrade conference, and more than 3 well-known entrepreneurs, industry experts and mainstream media representatives gathered to discuss: Where should the elevator media go in the future? The answer given by trendy media is: digitalization.

The press conference of Xinchao Media has two key points: brand upgrade and technology upgrade. In fact, the technology upgrade of Xinchao Media has already started. Before that, it cooperated with Baidu to launch many intelligent products. At this press conference, the "Jingchao Plan" with JD.COM was announced.

The intelligentization of trendy media has added new impetus.

How should the trendy media go in the future? As a leading enterprise in the industry, what changes will it bring to the industry? What is the value of ladder media in the digital marketing era? These are what we are going to talk about today.

1

Community and life circle

Let's talk about the way first, and the answer is to focus on community and family.

After the brand upgrade, the slogan of trendy media has changed from "products are sold at home, advertising is trendy" to "advertising is trendy, and the whole family can see it". The status of "home" has further risen, and the community is behind "home"-trendy media has been focusing on communities and families for seven years, so it is natural to do so in the future. Last year, the White Paper on Outdoor and Community Media Trends released by Digital 1 Digital Research Institute mentioned that the community is an inevitable contact and a 3km community life circle is formed.

According to the data in the White Paper on Outdoor and Community Media Trends, 71% of people are bound to appear in the community every day, and about 5 times out of every 1 shopping, dining and entertainment are completed within 3 kilometers of the "home". After winning this 3km, we must win the community first.

To win the community, the elevator is the key.

why? This has to start with the effectiveness of advertising.

Now we can recall the advertisements ten years ago and twenty years ago. How much can you remember? The vast majority of people may only think of melatonin and Heng Yuanxiang for the first time, because they all have a magical advertising language, which has been repeatedly printed in the memory of consumers. At the brand upgrade conference of trendy media, Zhang Jixue mentioned seven theories of brand advertising, and an advertisement had to be watched seven times to be remembered, which was the value basis of TV advertisements in the past.

Today's marketing environment is more diversified, but when you think about it, most channels can't spread the brand seven times, and WeChat friends circle won't push an advertisement seven times repeatedly; Short video platforms can do this, but it will make consumers feel low；; The situation of other traffic platforms is similar.

At this time, the value of the elevator is highlighted. As a necessary place for the whole family every day, its characteristics of "closed, low noise, high-frequency exposure and closest to the target audience" can not only ensure the accurate reach of advertising information, but also achieve repeated and accurate reach. You have to go through the elevator when you go to work, get off work, take delivery, receive express delivery or even drop in. As long as you are in the community, you can't get around the elevator-in film and television works, the elevator is also a high-frequency scene that can't be avoided.

how? Brand upgrade, technology upgrade.

2

The digitalization of ladder media and digital

The digitalization of trendy media did not start from now. As early as 216, trendy media was the first in the industry to launch the intelligent point selection system under the ladder media line, and began to promote the digitalization of ladder media with technology; The following year, trendy media put forward the concept of "offline media flow" as a life circle media; In another year, it became the first platform in the industry to lay out online and offline linkage delivery, and launched the intelligent delivery system of bees, which completed the last puzzle of digital marketing:

digital and flowing below-the-line.

In the past, digital marketing was mainly about online, but now offline digital marketing has become a trend.

In order to better promote the digitalization of offline ladder media, Xinchao Media has been trying leading digital technology, hoping to achieve thousands of people through tag screening, intelligent matching, online monitoring and broadcasting, and effect attribution, and realize the flow of ladder media with "data intelligence+network collaboration". Xinchao Media tries to redefine the relationship between scene and flow, and then reshape the value of ladder media. The trendy media LOGO consisting of red up and down arrows flashing in the elevator has thus become a super symbol.

At the same time, Xinchao Media has also reached a cooperative relationship with Baidu and JD.COM, and * * * has jointly developed the first below-the-line launch platform in China-Life Circle Smart Investment Platform.

In order to further tap the digital potential of ladder media, there is the Beijing Tide Plan, and trendy media will realize the digital development of community media by combining JD.COM's DMP (Data Management Platform) and Internet of Things ecology, so the connection between offline screen and online screen will become closer. Multi-screen interaction is bound to be the mainstream of digital marketing in the future. The efficiency of digital marketing will be greatly improved, and the marketing cost will naturally decrease. Zhang Jixue said that trendy media can help customers save 7% of advertising fees.

Zhang Jixue believes that the scale effect can only be produced by the concentrated explosion of the media. The elevator is a good place where the population is concentrated, and it is the horn of people flow, just like the subway. Take a residential area as an example, 24 households with two ladders are 1 households. To cover these 1 households in the north, Guangzhou and Shenzhen, the cost of frame advertising is about 3-4 times more expensive than that of elevator intelligent short video.

The digitalization and streaming of social media have broken down the barriers between online and offline, and integrated online and offline screens from the aspects of ecology, traffic and big data, and the value space of ladder media between marketing efficiency and marketing cost has changed accordingly. It is not difficult to understand why giants have started to hold hands with outdoor media, especially ladder media, in recent years. The well-deserved head of the offline community ladder media, trendy media still has great potential, and Zhang Jixue believes that hundreds of billions are also possible.

3

Trendy and New Opportunities

There are 7 million elevators in China so far, and it will probably exceed 1 million in 224. Trendy Media has installed smart screens in 6, elevators at present, and its future goal is 2 million screens, even if it is realized, it will only be 2%, so the potential of digital ladder media cannot be underestimated.

A new wave is coming, which is a new opportunity for the trendy.

Jingchao plan is an important step for trendy media to face the future, and it is an important attempt to comprehensively deepen the digital synergy between offline screens and offline screens. There are two key points: one is the development of big data by trendy and JD.COM, and the other is the integration of Internet of Things and trendy in JD.COM. The Internet of Things is a new opportunity for trendy. The era of 5G and Internet of Things is coming. In the future, everything will have a screen, and all screens will become media. Intelligent commerce is the general trend, and digitalization and traffic will usher in changes.

The trendy media is stealing the run.

The goal of trendy media is to build a community media traffic platform with a daily life of 3-5 million. With the gradual realization of this goal, new ways of playing will surely emerge. For example, the closed-loop marketing-the community media with the family as the main group, is naturally prepared for great health. Seeing this potential, the trendy media joined hands with the great health industry and began to build a closed-loop medical marketing.

In addition, there can be a new evolution of commercial civilization.

In August, 12 days before the brand upgrade conference of trendy media was held, the 5th China International Property Management Summit Forum was held in Chengdu, and the construction of smart community became a hot topic. The digitalization of ladder media is essentially the digitalization of the community, and holding hands with property can create more surprises.

Hua Shan, the founder of Huahua, believes that besides the home arrival rate, advertising also depends on the communication rate and ritual. As the nearest marketing space, ladder media can just integrate these two standards, become the C-media like new york Times Square as Hua Shan said, and firmly occupy the crossroads of the community.

Zhang Jixue mentioned in his speech that everyone goes in and out of the elevator 3.75 times a day, nearly 2 minutes. The goal of trendy media is to get 1, communities, 2 million screens, 1 million families and 34 million people for 2 minutes every day in 1 years, so that they can feel digital in the elevator, interact with them in thousands of ways, and push interesting information to them. After the evolution from the manual era to the short video era, ladder media will no longer be a simple advertising framework, but a real community media platform.

After seeing this trend, 8 billion capital poured into the ladder media track, and the short video terminals of elevators increased sharply from less than 2, in 217 to 1.3 million and 1.4 million in 219, a sixfold increase, and the coverage population increased from 1 million to 3 million. It is worth noting that there are still 7% elevators in China without short videos, which means that ladder media has more room for imagination in the future. Zhang Jixue thinks that trendy can be worth 1 billion yuan if it can digitize 34 million people in two and a half minutes.

Standing on the ladder media track to see the brand upgrade of trendy media, we should also see the evolution of the track itself and the evolution of digital marketing, so the value of the community is gradually activated. As the head of the track, trendy media has actually undertaken the task of promoting all this evolution. Therefore, the future of ladder media and trendy media are merged into one place, and the great era of community media is opened.