Advertising traffic is becoming a scarce resource.

First, let’s take a look at what problems advertisers, government planning, and suppliers are each facing behind the rapid development of the advertising industry over the years.

1.1 Pain points that advertisers have to face

Placing advertisements on large indoor and outdoor LED screens is the first choice of advertisers.

However, the ROI of advertising placement mainly depends on the below conditions.

1. More exposure if there is more customer traffic.

2. Preempt competitors in the new scene; it is conducive to seize market share.

3. The more innovative the form of publicity, the more attractive to users.

The advertisers’ pain points are very obvious; if not addressed, they may lose more.

Precisely, the following points.

Pain point one: innovation bottleneck – the user is more discerning

Consumers are accustomed to the original means of publicity, making it difficult to generate curiosity and new attention.

Pain point two: traffic bottleneck – there are still many users who can’t see your ads

The original LED advertising is mainly placed in transportation hubs (such as high-speed rail and airports) and super buildings (such as inside and outside shopping malls).

However, many consumers rarely appear in these places, although they have strong purchasing power.

Therefore, the advertisements you place do not promote your products to them.

Pain point 3: Conversion bottleneck – low-frequency appearance makes it difficult for users to remember the ads.

Ads are generally placed by region, and consumers are likely to forget your ads once they leave the scene.

Secondly, such placement is not high-frequency and can only be displayed on a few LED screens at fixed points, so it does not necessarily make consumers form impressions.

Illustrated by an example: beauty brands place ads on LED screens in shopping malls.

● Consumers are distracted while they are in the mall and do not necessarily remember the ads.

● Consumers may forget the advertising message after they leave the mall.

Pain point 4: Revenue bottleneck – traditional advertising space with a fixed price and high cost

At present, large-screen advertising has become a common means, and a set of rules has been formed.

1. high traffic areas, although the publicity effect is good, the high price of placement.

2. low traffic areas, although the cost is low, the number of customer acquisition is low, and the publicity is limited.

1.2 The problems faced by the government in the construction of intelligent cities

Smart city has the characteristics of digitalization, networking, and intelligence, including smart light poles, smart charging piles, and other infrastructure.

It is also called the “new infrastructure” by various countries, and China alone has invested hundreds of billions in it in 2020.

Among them, there are three points to think about as below.

● How to realize big data, enhance the source of data collection and upload the data to the data center.

● How to provide smart city services lies in integrating charging piles, wireless wifi, lighting, and smart LED screens into one.

● How to integrate the solution with the city’s tone and whether it can be adapted for special scenes like scenic spots.

The 5G smart light pole, on the other hand, is the mainstream solution at present.

The government procurement needs to consider what kind of wisdom light pole and matching LED light pole screen to meet the above needs.

1.3 Development problems faced by LED screen suppliers

What kind of light pole screen is welcomed by the market?

From the background, to answer these questions, you first need to clarify your pain points: in the original market, facing strong competitors.

Due to the Matthew effect, the strong are getting stronger, and the weak are getting weaker.

If you are not in the TOP position, then the development of traditional LED screen products will likely be at a disadvantage.

Therefore, finding a new product type will put you in a first-mover position to gain an advantage in the new track.

(1) Smart light pole LED screen is a type that has emerged in recent years, which creates new value for new scenarios and is worth being chosen.

(2) Secondly, as new infrastructure, the smart light pole is strongly supported by the government and is in the city’s core traffic entrance, which is of high value.

1.4 Market Opportunities

The smart light pole’s most important component is the “light pole LED screen”, a small LED screen equipped on a large light pole.

It has the characteristics of intelligent dimming and high-temperature resistance and can be used for advertising, city broadcasting, road signs, and other aspects.

The intelligent light pole LED screen can bring the following values through the analysis of the pain points.

1.4.1 For advertisers

1. innovative scene marketing methods: from traditional large LED screens to innovative small LED screens, from outdoor fixed scenes to street scenes.

2. capturing more consumers: people do not necessarily enter supermarkets and subways at all times, but they will pass through the streets when traveling.

3. improve the ability of advertising dissemination: although the LED screen is small, it broadcasts ads on the street with dozens or hundreds of LED screens at the same time, spreading at high frequency and improving publicity.

1.4.2 For the government

1. support style customization in line with the tone of the city

Local governments can personalize the size, style, and structure of the light pole screen according to the city’s characteristics.

It is in both urban areas and scenic spots and highways.

2. One-stop service for smart cities

Light pole LED screen integrated into 5G light pole can provide traffic guidance, advertising and marketing, information notification, scenic spot promotion, and other services.

● Traffic guidance: It can provide intelligent traffic information and route guidance during peak hours.

● Advertising and marketing: It can undertake advertising information and increase revenue for the city.

● Information notification: Compared with traditional methods such as SMS and broadcasting, government notification can be issued in one click and spread to all corners of the city at a second speed, greatly improving efficiency.

● Scenic area propaganda: It is in special scenic spots to promote the characteristics of scenic spots, incubate the city’s cultural tourism industry, and bring good experiences to tourists

1.4.3 For suppliers

● Explore the value of small LED screens, find previously neglected product types, and fill the market gap.

● Discovering high-frequency communication scenes under block light poles, thus attracting governments and advertisers to use them.

● Avoiding the fierce mainstream market competition.