All media are introducing the arrival of big data era, so what specific Numbers are there to measure? IBM, according to a survey of the human society to create every day 2.5 five trillion bytes (2500000000000000000, the whole string of Numbers, a total of 18 0 if intentional to count) of the data, and the figure is still in the straight line up like a rocket.

How will these data affect our daily lives? Digital devices, digital information, contain huge amounts of energy, and they are full of confidence to transform the real world and change our daily life. By adopting real-time monitoring system and social network, urban public system can change the route in time, scientifically optimize the traffic light time and send information to passengers in time. By monitoring search trends such as Google, health authorities can get the latest information on flu outbreaks and alert us to protect our lives. The above behaviors are only the most surface exploration of digital information and digital society in human society.

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Of course, the most widely used industry of big data is marketing and advertising. In marketing planning, marketing personnel first need to invoke data from various fields, such as search platform, online Cookie, customer stay in the store, payment method, personal preference, etc., through which consumers' behaviors are analyzed. Although seemingly complex, a series of behaviors are actually completed in an instant. Developed networks have made it possible to get real-time offline portraits and immediate feedback on products purchased, each of which is hungry for your data, even the humble comb in your home.

For outdoor advertising, the era of big data is just beginning, and the industry will be deeply affected for a long time to come.

Big data has changed the way brands and all-media marketing. The first step of big data invasion online has now become a natural part of the whole online ecological environment, which has been known in the era of PC dominance. However, with the popularization of mobile devices (79% of americans own smart phones, and various smart devices emerge in an endless stream), the source of big data has been gradually transferred from online PC to mobile, and because most of the usage scenarios of mobile devices are in offline occasions, the data has also experienced the transfer from online to offline. As a representative of offline scenes, big data has an impact on outdoor media in at least the following aspects:

1 deployment of outdoor advertising

With the development of smart devices, the resources of big data also show exponential growth. In fact, data is like a stream of water. The value of a single piece of data is not great, but when it becomes a stream and becomes a sea, it can provide an incalculable impact to the outdoor industry. For example, before the design of outdoor advertisements, relevant workers can throw out general demographic data and read real-time data generated by geographical location, because these data are not only the reflection of the behavior of people passing by at that time, but also their hobbies and travel preferences have already been accurately matched in the ocean of big data.

Many enterprises have tried to conduct outdoor marketing based on geographical fences for a long time. However, with the continuous enrichment of data and the further precision of positioning, outdoor advertising can provide customized experience services for the passing audience, and at the same time obtain higher satisfaction, it also makes the advertiser's investment more valuable.

2 smartphones connect outdoor media with data

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As outdoor advertising begins to integrate into the big family of data, we will find that outdoor advertising platforms become more surging: the industry will become a reliable partner of mobile marketing and social marketing, and outdoor media will not only exist as an isolated individual offline, but also be the first factor to be considered in the formulation of multi-media marketing.

According to the survey, the audience spends 70% of their time on Mobile phones outdoors (Criteo Mobile Report, q4 2014), which means the industry can boldly suggest users to directly connect with outdoor media. The relationship between mobile data and outdoor advertising is not one-way. While these data help outdoor advertising, as more and more audiences participate, outdoor advertising can also be fed.

Another study showed that if an advertisement of the relevant brand was ever seen offline, the audience's willingness to click for understanding would increase by 48% when the brand appeared on mobile devices (NeuroInsight: Beyond OOH, 2015). Outdoor advertising and the mobile phone industry go hand in hand. With the further enrichment of the iot device family, the connection between digital media and audience is bound to be closer. This relationship is also the hope of consumers for outdoor media in the new era. At present, consumers are not only satisfied with the online ocean, but also not satisfied with the offline scene. It is the hope of consumers and the trend of The Times to link the two seamlessly. At present, outdoor advertising can be achieved online with the help of iBeacon, RFID and other technologies. In the future, similar technologies will be increasingly abundant.

3 digital outdoor media is the main beneficiary

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Digital outdoor is still in rapid growth. If growth continues, we expect more than 80 percent of outdoor media to be digitized by 2022. Compared with traditional outdoor media, digital outdoor media can grab more value in the age of big data.

Because is the digital media, advertisers can get audience of information connection, according to the information for the participation of the audience is updated information, provide one-on-one participation experience, at the same time these ideas to the social trends, such as weather, traffic, the latest information, such as compared with the traditional outdoor advertising, such ads can obtain a better result, advertisers can also be in the audience to participate in the relevant data obtained from the process, rich database, for future delivery services.

4 data to stimulate creativity

Data is often talked about by analysts and computer scientists, but their experience doesn't apply to advertising. Data can not only influence the formulation and strategy of outdoor advertising, but also stimulate a series of creative behaviors.

Music streaming service company in the near future in the world's major outdoor advertising market, in the case, outdoor screen shows around the world to review the 2016 global listening to songs, and the data directly to creative production, valentine's day in 2016, for example, by listening to the song called "Sorry", most and through a series of interactive technology, passing big pedestrians can directly to listen to and participate in the discussion.

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5 privacy issues

With the acquisition of big data, outdoor media in the public environment will naturally arouse public discussion on privacy rights. Data firms say they are using public data within reasonable and legal limits, such as anonymity, and do not refer to anyone.

As far as I am concerned, the rapid development of big data industry cannot continue to be ignored by outdoor advertising practitioners. We should bear in mind the principle of "it is better to be sparse if blocked". Since it is necessary to obtain public privacy data, the whole industry should be standardized and transparent. The industry needs to truly put the public's information security in the first place. The public should be reassured by the standard operation. After all, trust is the most precious word in the present, and it is difficult to recover after losing.

Talk about the privacy of data. Talk about the positive power of big data. Peter j. Solomon, a consulting firm, the head of the Mark Boidman pointed out that a few years ago to the development of online big data analytics also caused a panic, but with the online business norms, people found through data analysis, they received the AD push in appetite, found that online browsing content instead of closer together, through the actual effect, consumers gradually for online data collection and analysis are also "not do more harm than good".

"My point is that people tend to give up their data ownership when they know that the data of everyone around them is being collected, and that the behavior is anonymous. Because of the experience of data feedback on the cable, people know that when they contribute their offline data, they can have a more pleasant consumption experience. Therefore, the most important thing to discuss offline privacy is to really help consumers. As long as the follow-up experience is good enough, some people will think it is acceptable to follow offline behaviors.

These are my views on the impact of big data on the industry. Outdoor advertising has long been considered a relatively static medium, and the digital outdoor campaigns that have been in full swing in previous years have changed the industry's long silence. The integration of big data will undoubtedly accelerate the whole process of transformation.

The transition is as scary and exhilarating as walking on a cliff: the future is not explored for us, and we don't know what will happen. However, it is precisely because of the unknown that it is interesting. With the unknown, we are looking forward to the future of the industry. We are looking forward to the amazing works produced by the joint efforts of creative staff, agencies and media owners with the help of big data and other resources. The only thing I know for sure about the future is that big data is the key to opening up future outdoor advertising.