户外广告是最为古老的广告媒体,但在大众媒体一统天下的传播时代,户外广告仅仅作为大众媒体广告的补充,没有受到应有的重视。随着数字化、网络化、多媒体传播时代的到来,出现了信息渠道的多元化和消费形态的碎片化,由此造成大众媒体的广告效果越来越受到质疑,而一些分众化媒体 Outdoor advertising is the oldest advertising media, but in the era of mass media domination of the world, outdoor advertising only as a supplement to the mass media advertising, did not receive the attention it deserves. With the advent of digitization, networking and multimedia communication, diversification of information channels and fragmentation of consumption patterns have emerged. As a result, the advertising effectiveness of mass media has been increasingly questioned. However, some popular media