| The development of China digital outdoor media advertising is merely more than ten years. but its development speed, the impact of large and spreading scope are beyond all expectations. From the LCD TV advertising, mobile bus video media advertising to LCD TV advertising to the subway to hospital video advertising, as a new form of outdoor advertising, digital outdoor media advertising such as bamboo shoots after a spring rain as appeared in the city’s high streets and back lanes, and play an important role in the development of the city.Compare with the ever-changing digital outdoor media advertising the academic research on it is still stay in the shallow level, the lack of systematic and comprehensive. Based on the digital outdoor media advertising as the research object, I’m trying to do further comprehensive study on the existing research results.First of all,define the concept of the outdoor digital media advertising, from the analysis on environment of outdoor digital media advertising development to sort out the opportunities and challenges and then analyze the whole development process of digital outdoor media advertising, the present situation and the market performance; Compared with the traditional outdoor media advertising, with a lot of advertising cases, intuitive on digital outdoor media advertising how to subvert the traditional outdoor advertising in the form of expression, content, media use and other aspects of the use, as well as its characteristics, advantages and the impact to the development of city. According to the digital outdoor advertising media in the development problems and development bottleneck problems put forward "three aspects" development in digital outdoor media advertising. The article finally made some predictions for the future development of city digital outdoor media advertising. |
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