The Researching Of Outdoor Digital Media Advertising Strategy In China

With the rapid development of digital technology, the attention of the outdoorpropagation is increasing. The beginning of the twenty-first century, the concept of"digital outdoor media" entered to China for the first time, and quickly became a hottopic of domestic academic research and market development. In2010, as the worldeconomy picking up, increasing proportion happened in investment in digital outdoormedia market. Regardless of Advertisers, or outdoor media operators are activelyexploring the development of new ideas, which, especially in digital outdoor mediaadvertising strategies.In this paper,the author focused on Digital Outdoor media advertising, anlynizedthe development status of the domestic digital outdoor advertising industry, the mainmarket segments, and major operators; summarized the digital outdoor mediaadvertising creative, advertising, performance and some problems in there. I for thelight of the success stories of all kinds of Chinese and foreign digital outdoor mediaadvertising, proposed to enhance the advertising reality, to create outdoor advertisingand urban landscape integration of advertising creative strategy; the urban public spaceinteraction the performance of three-dimensional performance of ad performancestrategies; advertising strategies, to the greatest extent to meet the audience thecontinuity of experience as a precondition, the optimal selection and combinationdelivery in all media.Focus Media,which is the most typical representatives of businessin digital outdoor media industry, has the full coverage, high-quality, life, service,advertising creative, and constantly trying interactive experience advertisingperformance and to explore the whole attempt to put media integration, becoming theindustry giant.I believe that, under the leadership of currently several major outdoor mediaoperators, digital outdoor media advertising strategy proposed in this paper is appliedto the current outdoor spread of the practice, will eventually form the scale of theaudience, interactive experience with cross-media put the three organic extension ofthe new situation.