As the initial form of digital signboard application, advertising machine has been a typical tool of digital marketing. However, nowadays, with the strong penetration of large-screen display products, the attention of the market has been greatly reduced. Of course, this is only staying at the marketing level. In the practical application level, advertising machines still maintain a strong growth trend.
According to statistics, in 2017, the market size of advertising machines was close to 3.6 billion yuan, an increase of 21% year-on-year, while in the same period, the commercial TV market for digital signboards fell by more than 14% year-on-year, with an estimated size of 2.2 billion yuan. From the above statistics, it is not difficult to see that in the field of digital signboards, advertising machines are still the main category, and play an important role in promoting the growth of the overall market size.
The application market can continue to boom, which is determined by the nature of the advertising machine itself. Derived from the traditional concept of digital marketing, advertising machines have a strong adaptability to the complex environment of public places, including not only the indoor environment, but also the outdoor application market with increasing demand. They also have wall hanging, vertical and other styles. Users can adapt to local conditions, convenient and flexible, and to the greatest extent meet the ubiquitous marketing needs of advertisers.
Moreover, compared with the digital signboard system with large-screen display products as terminals, advertising machines have incomparable cost advantages, which is the industry users most concerned about, especially in the domestic retail industry, where digital marketing is just starting but the demand is very strong. In the domestic market, retail users mostly operate on a limited scale, and they are still at the stage of ignorance of digital marketing. It is unrealistic for them to build a large-scale digital signboard system immediately. In this case, cost-effective and functional advertisers are undoubtedly the best choice for water test. Some insiders believe that with the deepening of the retail market expansion, advertising machine applications may usher in explosive growth.
Based on the development of the industry, retail industry gives priority to advertising machines, but also puts forward higher requirements for the application of advertising machines. Especially in the context of networking and interaction, industry users have more expectations for digital marketing, and naturally put forward more diversified demands for the application of advertising machines. This also means that the simple price competition pattern of advertising machines has begun to loosen. With the convergence of core technologies, refined technological innovation has become the key to market competition, thus putting forward higher requirements for the technological innovation ability of advertising machine enterprises. This is what many manufacturers in the industry lack, especially in the advanced design for high-end application market. The performance is particularly outstanding. The market is pressing, and the transformation of advertising machine manufacturers is imminent.
Post time: Dec-27-2018