Characteristics And Application Of Interactive Outdoor Advertising Design Creativity In The Context Of New Media

With the explosive popularity of Internet and mobile applications and the emergence of wearable devices and smart home, more smart devices are integrated into our living habits and consumption patterns, linking the online and offline, virtual and real world. With various kinds of trans-boundary integration, it makes it inadequate to attract the audiences' attention through simple advertising delivery method. The change of consumption structure and reconstruction of consumption behavior model all suggest that humans are proactively exploring the life and their inner desires become stronger. They are no longer content with the survival need and information receiving. The world needs "dialogues". In the context of today's new media, digitization brings not only technology, but also a brand-new way of thinking and living. Concerning the communication method of interactive outdoor advertising, this paper mainly presents an analysis on its creative characteristics and application. Different from the audience's passive reception mode in traditional advertising, the new media interactive advertising establishes more direct communication manner between consumers and products. According to product characteristics, it creates different sensory stimuli and emotional experience environment, and conducts a series interaction with consumers' sensory systems sight, hearing, smell, taste and touch. In this way, it touches the consumers' emotional factors. Consequently, the advertising method also changes from passive to active participation. From the perspective of advertising, the change of advertising delivery method shows us the arrival of the new communication concept, and the arrival of data integration era focused on Internet and science and technology.