Beijing will further enhance the access threshold for outdoor LED advertising

Recently, Beijing Municipal Committee announced the "Beijing city outdoor electronic display setting standards" (hereinafter referred to as the standard), which clearly stipulates the outdoor digital advertising terminal can not interfere with the road traffic safety, to nearby residents can not form the light pollution or noise pollution.

Analysys believes that this is the government department in charge of the first outdoor electronic screen advertising industry regulation, to regulate market order, excluding traffic security risks, and ensure the space right of citizens. Beijing city is a national market for outdoor advertising regulation is the most severe area, the norms and the follow-up measures will become other provinces according to the industry management, and management of other provinces is expected to be no more than Beijing, so the "norm" is the industry focus on.

Analysys believes that, from the current norms issued measures, should focus on the following points:

A comprehensive view, the specification requirements greatly improve the industry access threshold. Outdoor electronic display settings will be included in the planning of outdoor advertisement planning, the implementation of total control, and is required by the public security traffic management department is responsible for the safety assessment, can not influence the formation of light pollution, noise pollution, electromagnetic radiation pollution and the normal life of residents. Analysys International believes that this provision will put an end to the behavior of small businesses through the space occupation, thereby protecting the interests of large and medium sized outdoor digital media companies operating, contribute to the healthy development of the market.

Two, the provisions of the sixth cities on the big screen and LED screen LED made restrictions. "Standard" requirements "of outdoor electronic display should be arranged in a proper position of city public square or pedestrian street in the city, on both sides of the main road (except city squares and Pedestrian Street closed) set of outdoor electronic display, the screen may not play activities. Analysys International believes that this specification will make the LED as the material of the outdoor video advertising tend to differentiation, LED large screen located in the pedestrian street, the central business district (72 square meters) due to the scarcity of resources is more obvious, the bargaining power will increase, the development and distribution in the main road on both sides of the small screen will be LED limit.

At present, the main pedestrian street, the central business district of the LED large screen operator is the tulip media, the commercial terminal is mainly distributed in Shanghai Xujiahui Central Business District, the main business in carrying certain public interest and government propaganda, is expected to become part of the overall image of the city, and to be recognized.

Main road LED small screen market is still relatively fragmented, the main operator is Focus Media's iStreet network, is currently through the acquisition of high-quality outdoor space resources to expand Chengdu, Guangzhou and other cities. The specification is expected to make the industry re evaluate the policy risk.

Three, eighth outdoor electronic display safety technical standards, management standards have been limited. "Specification" requires the use of advanced technology and energy conservation and environmental protection of high-quality materials and qualified by the professional units responsible for the design, production and installation of the display". Analysys International believes that the current standard of proof still has difficulties, but if the material and energy consumption, environmental protection index limits, and on the basis of a specified number of fewer companies responsible for the production, installation, will enhance the media business operating costs, and pay more attention to the energy consumption of technology driven technology enterprises from benefit.

Four, for the news, entertainment and other audio and video programs broadcast on the requirements of the restrictions on the tenth. The use of outdoor electronic display or broadcast news, movies, television programs, etc., shall comply with the relevant provisions of the radio and television management and intellectual property management. Analysys International believes that this allows the industry to strengthen the content of the enterprise in order to attract advertisers in the process, will be achieved through cooperation with the radio and television institutions, market access threshold to further improve.

Overall, Analysys International think for the focus of concern is the "standard": "standard" to improve the industry threshold, limiting the entry of small operators, largely constitute large operators and a trade barriers, beneficial to the development of the industry. In the early stages of the introduction of the market

LED outdoor advertising operators:

First, with the relevant departments to apply for outdoor advertising position and work permit, and on the basis of good commercial value, but did not get permission of corporate mergers and acquisitions, and the rapid expansion of the scale of the media.

Two, the laying of trunk road LED screen and advertising operations, it is necessary to re evaluate the risk from the traffic safety management.

Three, pay attention to cooperation with technical equipment enterprises, the development of technology to reduce energy consumption, reduce pollution, to ensure the effectiveness of advertising as a representative of the technology.

Four, try a variety of cooperation with the local radio and television mode, the current domestic cooperation prices continue to rise, therefore, if there is a strategic layout should be implemented as soon as possible.

Source: News Network