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新媒体的发展给广告业尤其是户外广告业带来巨大的空间,自21世纪初期以来我国户外新媒体广告发展非常迅速,尤其是2005年左右,形成了一批领军企业。与传统的户外媒体相比,新媒体的潜力无限。即便是在2009年户外广告遭遇低谷的情况下,户外新媒体市场表现依然突出。户外新媒体的传播价值越来越受到关注,本文从几个方面对此进行了分析,准确把握住户外新媒体的价值,发挥好它的作用,这是我国户外媒体今后整合发展的一个关键。
The development of new media has brought tremendous space to the advertising industry, especially to the outdoor advertising industry. Since the early 21st century, outdoor advertising of new media in China has developed rapidly. Especially in 2005, a number of leading enterprises have formed. Compared with the traditional outdoor media, the potential of new media is endless. Even in the case of outdoor advertising in 2009 downturn, outdoor new media market performance remains outstanding. The spread value of outdoor new media is getting more and more attention. This article analyzes it from several aspects, accurately grasps the value of outdoor new media, and plays its role well. This is the key to the future integration of outdoor media in our country.