从消费者的消费行为和习惯看,今天的消费者已经有了很大的改变,包括出行习惯、生活习惯等等,所以不可能把广告放在消费者面前就断言他一定会看。我们要首先表明,我们是理解消费者的户外日常活动以及媒介接触行为的,这也是业界的一大挑战。因为停留在早期的消费者观察已经不起作用了,我们必须更进一步帮广告主了解消费者。现在有传统媒体、数字媒体、手机、电脑等多种媒介形式,如果我们还不能洞察消费者的户外行为以及他们的媒介接触习惯和对广告的看法,就没办法让媒体发挥应有的作用 From the consumer behavior and habits of consumers, today’s consumers have undergone great changes, including travel habits, habits and so on, so it is impossible to put the ads before consumers to assert that he will see. We first want to show that we understand consumers’ daily outdoor activities and media contact behaviors. This is also a major challenge for the industry. Because early-night consumer observations are no longer valid, we need to help advertisers better understand consumers. There are many forms of media such as traditional media, digital media, mobile phones and computers. If we are not yet able to understand consumers’ outdoor behavior, their media contact habits and their views on advertising, there is no way for the media to play its due role