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近年来移动互联网的迅速发展已经使得报纸、电视等传统媒介的广告投放份额持续下滑,作为一种最古老的广告方式,户外广告在严峻的市场环境下却表现出新的生机和活力。面对用户媒介使用习惯变迁及信息需求变化,户外广告应借助移动通信、电子感应等新技术,创新传播媒介,发力广告创意,提升用户互动体验,整合媒体资源打造全新数字化媒体平台,最大限度提升户外广告的传播价值。
In recent years, the rapid development of the mobile Internet has led to a continuous decline in the share of traditional media such as newspapers and televisions. As one of the oldest advertising methods, outdoor advertising has shown its new vitality and vitality in a harsh market environment. In the face of changes in user habits and changes in information needs, outdoor advertising should make use of new technologies such as mobile communications and electronic sensing to create new digital media platforms by innovating the media, making creative advertising ideas, enhancing users’ interactive experience and integrating media resources. Enhance the spread of outdoor advertising value.