"Last time I sent a big screen support to my idol, I spent 20,000 yuan to take photos of three or five passers-by. Has the money been wasted?" - I saw this fan complaint two days ago, and to be honest, it's really distressing. Now it has been a regular operation for star-chasing support to invest in the LED large screen, but how to choose a position to make the money worth it? Today we will break it apart and talk about this.
1. Choosing a position is like choosing an object and looking at the face is not enough.
You may think: Isn’t it just to find the most expensive large screen in the business district? It's really not that simple. Last year, there was a case where a fan group spent 180,000 yuan to project screens in a mall in the city center. As a result, 60% of the audience were passers-by with their backs facing the screen.
A reliable location selection depends on three hard indicators:
- Flow of people ≠effective exposure: Hangzhou Hubin Yintai’s average daily passenger flow exceeds 300,000, but the average stay time for viewers on the large screen in the atrium is only 7 seconds. At this time, you have to choose a location with a "natural waiting area", such as the elevator entrance of a shopping mall or a catering floor, and the audience's stay time can triple the
- Sight sniper point: The 4-story atrium screen in Pengxinshuiyou City, Nanjing, uses the high-rise design of the building, and the picture can be seen on the upper and lower floors. This stereo exposure effect is much stronger than flat display
- Ambient environment adaptability: Those who have cast screens in Taikoo Li in Chengdu know that the modern architectural style and traditional sloping roofs are matched there. If the advertising content is not designed, it will be "eat up" by the environment in minutes.
Speaking of this, I think of a true story. Last year, a member of a boy group gave an outdoor screen in the Guanyinqiao business district in Chongqing, but there was a traffic light directly opposite the screen. People who are waiting for the red light can see clearly, but each time they can watch it for up to 90 seconds. Is this money worth your careful consideration?
2. Don’t be fooled by the "high-definition screen" these parameters are the king
Now the market often says that it has a 4K screen, but in fact there are many ways here. Everyone in the industry knows thatRefresh rate ≥1920Hz, intelligent brightness adjustmentIt's hard currency. Especially for the commonly used dynamic materials, if the refresh rate is not enough, the videos taken are all dragged.
Teaching you to understand technical parameters:
- Low bright high gray technology: The support effect after 8 pm depends on this. A good screen can still maintain 256-level grayscale at 800cd/m² brightness, and will not be blurred like a poor-quality screen.
- Transparent screen with 86% transmissivity: Suitable for shopping mall window displays. Last year, a shopping mall in Seoul used this screen as a supporter. The number of spontaneous photos of passers-by was three times that of ordinary screens.
- Quickly disassemble the box: This is particularly important for temporary rentals. The most exaggerated case I have ever seen, because the disassembly and assembly at a certain event site is too slow, 20% of the playback time is wasted on debugging.
There is a cold knowledge that may subvert cognition: the P2.5 screen may not necessarily have a worse effect than the P3. The key is to look at the distance of sight - if the audience mainly watches 10 meters away, the P3 screen will have a higher cost-effectiveness, saving 3,000 yuan per square meter.
3. Don’t be a sucker when you spend time
"From 10 a.m. to 10 p.m., 12 hours are enough, right?" This is the easiest pit for novices to step on. Monitoring data from a large screen in a shopping mall in Hangzhou shows that the effective gaze rate of viewers at 1-3 pm on weekdays is less than 5%, and the investment during this period is equivalent to a waste of investment.
Remember in prime time:
- Working Days: The dinner time between 6-8 pm is 3 times the length of the audience stays on weekdays
- Weekend: "One hour before meal time" at 11 am and 4 pm is the golden period
- Special nodes: The idol's works are released/three days before and after the concert, and the fans are the strongest willing to spread spontaneously
There is a trick to save money, merchants may not like to listen to: Instead of investing all week, it is better to concentrate on investing for three days. Data from a business district in Shenzhen shows that the communication effect of key delivery for three consecutive days and six hours a day is 40% stronger than that of dispersed delivery, and the cost can be saved by 25%.
4. Content design needs to be "scheming". This is what passers-by rely on to become fans.
The most failed case I have ever seen is throwing a 10-minute documentary on the large screen of the mall. To be honest, how can passers-by be patient to finish reading? Good support content must be "three seconds to determine life and death".
Hot content formula:
- First 3 seconds: The idol’s signature action or classic lines (resonates with fans)
- 5-8 seconds: Creative special effects (such as using transparent screens to make "penetrating" visual effects)
- Last 2 seconds: QR code + topic tag (convenient for passers-by to interact instantly)
Tokyo Akiha original block screen is particularly good at playing. Fans can use their own photos and idols to synthesize support posters by scanning the code. This interactive design directly increases the secondary transmission rate by 70%. So, nowadays, screen projection is no longer as simple as playing videos.
5. Don’t underestimate the after-sales service guarantee that the overturn can help
Have you ever encountered a sudden black screen? This happened to a top star’s birthday support at the beginning of this year, but fortunately, the supplier arrived at the scene in 20 minutes to repair it. So say24-hour technical responseIt’s really not a decoration, it can save lives at critical moments.
Emergency checklist:
- Trial 3 days in advance (don't wait until the day to find out that the format is wrong)
- Requires backup playback equipment (see that plays with USB disk, but the interface is incompatible)
- Confirm the power supply guarantee (you need to ask whether the outdoor screen is equipped with a generator)
Suddenly I remembered an insider of the industry: some cheap service providers do not make screen-by-screen color difference corrections at all. When they are installed, they find that the colors are inconsistent, and then they are really crying without tears. So the contract must be statedColor difference ΔE≤3, bad point rate ≤0.0001%, only black and white words are reliable.
Personal opinion time: Nowadays, young people are becoming more and more rational in chasing stars, and support also requires the return on investment. Instead of spending money on the surface, it is better to study these practical details carefully. After all, watching your carefully planned support being spontaneously spread by passers-by is much more enjoyable than simply posting screenshots of the amount of money you put into it, right? Before you prepare to cast the screen next time, please turn this article out and check it to ensure that you avoid detours.
