8 core scenarios for outdoor advertising placement

According to authoritative media magazines, outdoor media are divided into eight core scenes: life, entertainment, shopping, commuting, office, hotel, transportation, and exclusive places (schools, hospitals), and representative enterprises/media are selected for inclusion.
outdoor advertising

01 Life Scene
Core value: Meeting daily life needs and functions, not only representing the space for living and living, but also an important place for people's life interaction and social activities.
Monthly contact rate: 100%
Weekly contact rate: 100%
Attraction: 68.1%
Credibility: 65.5%
Resource type:
Building Elevator Media: Elevator Advertising
Express cabinet media: Express cabinet body advertisement, Express cabinet screen advertisement
Community life media: garage/parking lot advertising, parking barrier advertising, pedestrian access control advertising, elevator advertising, lightbox advertising

02 Entertainment Scene
Core value: A setting for relaxing, enjoying, and participating in various entertainment and leisure activities; There are various types of entertainment venues, each with its own media resource characteristics.
Park/Outdoor Scenic Area Media
Monthly contact rate: 50.5%
Weekly contact rate: 41.3%
Attraction: 52.8%
Credibility: 50.6%
Resource type: Park billboards, ticket office advertisements, lamp post flags
Cinema Media
Monthly contact rate: 16.3%
Weekly contact rate: 3.1%
Attraction: 48.6%
Credibility: 49.4%
Resource type: Large screen advertising, channel lightbox, pre movie patch
Fitness venue media
Monthly contact rate: 11.2%
Weekly contact rate: 8.9%
Attraction: 45.6%
Credibility: 43.14%
Resource type: Entrance advertisement, cabinet sticker advertisement
KTV Bar/Nightclub Media
Monthly contact rate: 4.7%
Weekly contact rate: 1.3%
Attraction: 41.1%
Credibility: 40.8%
Resource type: LCD screen advertisement, table sticker advertisement

03 Shopping Scene
Core value: The scenarios reached by urban residents during work/study and travel; Different types of commuting methods can reach different types of resources.
Business district (shopping centers and malls)
Monthly contact rate: 49.6%
Weekly contact rate: 32.5%
Attraction: 59.1%
Credibility: 58.1%
Resource type: Shopping mall exterior signs, shopping mall large screen advertisements
supermarket
Monthly contact rate: 76.3%
Weekly contact rate: 66%
Attraction: 60.5%
Credibility: 61%
Resource type: Supermarket shelf TV advertisement
Convenience Store Media
Monthly contact rate: 60.1%
Weekly contact rate: 56.1%
Attraction: 60.5%
Credibility: 61%
Resource Type: Convenience Store Cashier TV Advertisement

04 Commuting Scene
Core values: large crowd flow, high exposure frequency, and long exposure time
Public Transport Media - Bus Category
Monthly contact rate: 59.6%
Weekly contact rate: 53.5%
Attraction: 51%
Credibility: 52.9%
Resource types: waiting hall advertisements, in car canopies, seat back stickers advertisements
Public transportation media - subway category
Monthly contact rate: 22.7%
Weekly contact rate: 19.6%
Attraction: 51%
Credibility: 49.7%
Resource type: In station lightbox advertising, trackside lightbox, in car TV
Urban Street Media
Features: High visibility, attracting the attention of pedestrians and drivers, and more targeted coverage of the audience
Attraction: 49.4%
Credibility: 51.4%
Resource types: Urban landmark building advertisements, street staircase facade advertisements, pedestrian overpass advertisements
Online ride hailing media
Features: Screens or posters installed inside the vehicle, directly aimed at customers with purchasing power for brand promotion
Attraction: 50%
Credibility: 48.6%
Resource type: Ceiling light advertisement, windshield advertisement, rear seat screen advertisement

05 Office Scene
Core value: scenes where professionals frequently enter and exit the workplace and stay for long periods of time; Accurately reach the urban enterprise staff group.
Monthly contact rate: 59.9%
Weekly contact rate: 59.1%
Attraction: 53.7%
Credibility: 52.1%
Resource type:
Office building elevator media: door sticker ads, horizontal video ads, elevator projection ads, vertical video ads, elevator frame ads
Office media: garage/parking lot advertisements, barrier gate advertisements, access control advertisements, bulletin board advertisements, lightbox advertisements, vending machine advertisements

06 Traffic Scene
Core value: Cross regional/regional traffic scenarios such as highways, trains, and airports; Covering travel groups across regions/areas.
Highway media
Monthly contact rate: 10.7%
Weekly contact rate: 2.6%
Attraction Top2:45.8%
Credibility Top2:46.1%
Resource types: Single column advertisements on highways, wall painted advertisements on highways, advertisements on buildings on highways, and billboard advertisements within service areas
Train/high-speed rail media
Monthly contact rate: 6.1%
Weekly contact rate: 0.9%
Attraction Top2:49.7%
Credibility Top 2:49.0%
Resource types: Ticket gate advertising, security checkpoint lightbox advertising, waiting area seat advertising, luggage rack color sticker advertising, LED subtitle screen advertising, train table board sticker advertising
Airport media
Monthly contact rate: 2.4%
Weekly contact rate: 0.2%
Attraction Top2:49.7%
Credibility Top2:47.2%
Resource types: Airport lobby advertising billboards, light boxes along airport corridors, advertisements outside boarding bridges, advertisements near luggage hall turntables

07 Hotel Scene
Core value: Hotel environment, reaching diverse groups with specific travel purposes/habits;
Monthly contact rate: 7.3%
Weekly contact rate: 1.8%
Attraction: 47.1%
Credibility: 44.0%
Resource type: Front desk TV advertisement, room TV advertisement

08 Exclusive Place
Core value: Based on campus space, it can effectively reach young/academic/professional groups; In hospital settings, targeted outreach to people who travel and stay in the hospital.
Exclusive Place - School
Monthly contact rate: 3.8%
Weekly contact rate: 2.9%
Attraction: 46.6%
Credibility: 44.1%
Resource type: Information bar advertisement, sports field fence advertisement, table sticker advertisement
Exclusive Place - Hospital
Monthly contact rate: 11.9%
Weekly contact rate: 1.1%
Attraction: 47.7%
Credibility: 46.5%
Resource type: Hospital LCD screen advertisement

5 main trends in outdoor advertising placement
Trend 1: Programmed digital outdoor has become a new choice for advertising
The technology and ecology of programmatic outdoor advertising (prDOOH) are becoming mature, and compared to traditional outdoor advertising, it has two prominent advantages:
Firstly, the advertising threshold is low and the advertising is flexible: the CPM pricing method reduces the threshold for advertisers to enter outdoor advertising, and small and medium-sized budgets can also purchase specific locations through bidding for precise advertising;
The second is precise targeting and decision-making: Advertisers can achieve accurate audience positioning based on real-time data and user attributes, such as geographic location, interests, consumption behavior, and other factors, to accurately deliver advertising content to the most potential audience groups, reduce waste, and precision is also the main reason for advertisers to try prDOOH.

Trend 2: Strong visual impact creativity, enhance exposure effect
The contribution of creativity to sales is as high as 52%. Outdoor building cognition and brand building, good creative effects are more shocking and can deepen memory.
For example, naked eye 3D advertisements on outdoor large screens in core business districts have strong visual impact and can attract a large number of consumers to stop and take photos, with stronger reach and touch power compared to ordinary 2D flat advertisements; In addition, large-scale device advertisements can often bring similar effects of "high-profile attention", especially interesting interactive devices that can become places for consumers to check in and take photos, driving online discussions and offline interactions, such as vivo's giant mobile phone device on the North Bund and LV's giant Speedy handbag.

Trend 3: Scene based advertising, mobilizing consumers' five senses marketing
Graphic and video creativity can only stimulate visual perception, while outdoor advertising can also present brand propositions and product performance more authentically through scene based design. It can also enhance perception and create a more immersive interactive experience by combining touch, hearing, and other five senses.
For example, the physical exhibition booth set up by Meizhiyuan in the Shanghai subway and the photo interactive umbrella design of the Industrial Bank Umbrella Campaign can enhance the presence of advertisements, attract consumers' attention, and strengthen brand/product perception.
outdoor advertising

Trend 4: Emotional integration, making advertising more warm
The integration of advertising content and the location of advertising resources can capture consumers' attention in a "practical" way, sometimes achieving twice the result with half the effort, such as the "Friendship Reminder" advertisement placed by Didi at the airport drop off point.

Trend Five: Interactive Marketing Incorporating Outdoor Activities to Make Advertisements More Interesting
Outdoor advertising can be combined with online campaigns. Outdoor advertising can attract consumers' attention and establish cognition based on eye-catching creativity and interesting interactive devices. Online advertising can provide rich content, build interactive communities, and offer purchasing options, creating a complete interactive marketing loop.

About HWGGW. COM: HWGGW. COM is a leading enterprise specializing in global outdoor media advertising placement, committed to providing brands with efficient and innovative global outdoor advertising placement strategies, purchasing, and evaluation solutions. With our global resource integration capabilities and excellent marketing strategies, we help numerous enterprises maximize brand value in the international market.