In recent years, the outdoor video media market represented by LCD and LED screens has been greatly developed, and the industry has rapidly reached the scale of several billion yuan, and still maintains a rapid development trend. With the development of technology, LED electronic display technology is increasingly used in various fields of society, especially in the field of outdoor advertising. The use of this technology to publish outdoor advertising information is large, fast, and mobile, but it also makes it more difficult for law enforcement agencies to supervise. First , LED outdoor advertising features The advertising format is novel and the audience is wide. LED display screens are widely used in public places and traffic routes with a large number of people, attracting the active attention of the viewers in an intuitive, vivid and vivid advertisement form, and the audience is wider and more obsessive than traditional media. In addition to outdoor advertising, it can also publish information to enrich people's cultural and entertainment life, and is affirmed and loved by the masses. According to CTR data from leading domestic market research institutes, in 2009, with the negative growth of newspaper advertising media, the growth rate of outdoor advertising media reached 79%, and outdoor LED display advertising accounted for 35% of the market share, but also It will maintain a strong momentum of sustained growth. Second, LED outdoor advertising supervision difficulties It is difficult to manage without standard documents. At present, there are no specific and operability documents on how to set up LED electronic display screens and setting standards. This causes some market entities that own LED electronic display screens to issue various sales products without going through the registration procedures with the industrial and commercial administration authorities. Or outdoor advertising for services. It is difficult to illegally publish advertisements. LED electronic display can release a large amount of outdoor advertising through audio, video and other audio and video effects. Some advertising operators use this business opportunity, often over-reporting the scope, registration period to publish commercial advertisements, and even publish some false, exaggerated, illegal Outdoor advertising has disrupted the normal regulatory order of the advertising industry and damaged the legitimate interests of consumers. However, due to the rapid update of its advertising content, it is difficult to obtain evidence for its illegal activities in a timely manner, which makes it difficult to investigate its illegal activities. It is difficult to dictate long positions. The outdoor advertising setting approval unit is the urban management department. The outdoor billboard ownership is mainly owned by the telecommunications, postal, traffic management, civil affairs departments, etc., while the outdoor advertising content is subject to the approval of the industrial and commercial department, and the urban management department agrees to operate. When setting up the LED electronic display, it does not inform the industrial and commercial department, which brings difficulties to the supervision of the industrial and commercial departments. Third, LED outdoor advertising supervision countermeasures Establish an ABC level management system. For the use of LED electronic display to publish outdoor advertising, it is necessary to issue normative and operational regulations, rules or documents, so that the regulatory authorities can follow the rules and rules. At the same time, ABC level management is established for business users who use the LED electronic display to release outdoor advertisements. Class A: No false and illegal outdoor advertisements were issued within one year, and the published outdoor advertisements were registered to the industrial and commercial departments in time; Grade B: The publication of minor false illegal outdoor advertisements and published outdoor advertisements within one year failed to register with the industrial and commercial departments in time. After ordering rectification, it can be rectified on time; C-level: The outdoor advertisements that issued serious false and illegal outdoor advertisements and released within one year failed to be registered in the industrial and commercial department in time. After being ordered to rectify, they could not be rectified in time. For those households rated as Class A, they can hang the “Outdoor Advertising Integrity Unit†plaque in their business premises; the number of inspections for the Grade B business operators should be increased according to the outdoor advertising requirements; In addition to frequent inspections, it is necessary to establish illegal account accounts, and illegally publish or publish illegal and false advertisements that refuse to be rectified, and seriously investigate and deal with them. Strengthen the coordination between the supervisory units and implement joint management. The county-level outdoor advertising supervision units shall establish a comprehensive joint conference system, supervision information notification system, and other rules and regulations that can improve collaboration. By increasing cooperation, changing the phenomenon of multi-level supervision, and interoperability, form an effective regulatory force. In a timely manner, punish the violation of laws and regulations using LED electronic display to release outdoor advertising. Establish a group defense mechanism. Give full play to the strength of the people, and participate in the supervision of false and illegal outdoor advertising by setting up public reporting calls and hiring the masses as volunteer supervisors. Establish a self-discipline alliance. The purpose of the operator's business activities is to earn the maximum profit, so he can't just resist the use of LED electronic display to publish outdoor advertising. It is necessary to guide and educate people to realize that they can earn economic benefits and legally publish outdoor advertising. "Win-win". The business sector can guide advertisers, advertising operators, and advertisers to establish self-discipline alliances and use the power of the organization to monitor wrongdoing. CCTV has become CCTV. That is because every household in China has at least one TV set, which makes CCTV's network cover 1.3 billion Chinese people, which in turn gives CCTV an unassailable competitive advantage. Outdoor LED display is an effective extension of the advertising channel from indoor to outdoor for advertisers. If outdoor LED display operators want to gain competitive advantage similar to CCTV in the competition, they must consider the integration of outdoor LED media resources to build an outdoor LED media network covering the major cities in China. From the perspective of practical work, the author summarizes various obstacles in the process of outdoor LED media resource integration, analyzes and studies related countermeasures and main solutions, and expects to promote the integration of outdoor LED media resources. Play a certain reference.
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September 05, 2019