The Evolution And Ascend Of Outdoor Advertising In The Era Of ’Internet+’

Since the 21 st century, the Internet has been integrated into almost all walks of life and is changing every aspect of the social life, how to develop in the great change brought by mobile internet is worth of consideration in the view of either society or individual. The information revolution is a revolution of production and living which makes the produce, spread and feedback of information fairer, faster and clearer, and the consequent “cyber storm” is orderly carried out by Internet force according to the complexity of digitization of a certain industry.Recalling the past 20 years, The Internet has changed the media, communication, entertainment and trading in a rapid and complete way. Different from the simple land-grab predatory capitalism, it is a thorough disruption, subversion and rebuilding. Nowadays, this unstoppable force has spread to advertising, which is one of the most giant industries and with a long history. The key to this “cyber storm” lies in a device that nobody could live without it now——the mobile phone. As there is a major limitation of PC Internet, you are forced to get offline once turn off the computer. However, the smart phone will always be online, consuming a lot of fragmented time, it functions more like an extension of the human body and is closer to the nature of the Internet.In the modern society with a rapid development in science and technology, the outdoor advertising also uses a number of new materials, technology and equipment, and become an effective way to decorate the city. However, most of the current outdoor ads put emphasis on the size, location and idea, rarely care about the interaction with audience, where the Internet tech has to be introduced. More and more advertisers are competing to make a breakthrough on the form and content of advertising, in order to grab people’s attention. This will be a great change to the airport terminal ads, bus ads and posters in the subway, roadside billboards and other traditional advertisement. With the support of “Big data”, the digital outdoor ad will become more and more popular because precision target can be realized. The Internet of things(IOT) will be blooming and providing the database for new industries.The development of outdoor advertising market benefits from the urbanization in China, such as the construction of metro. According to An overview of Chinese media market in the first half of 2015 reported by Group M, the outdoor advertising fusion is not only a necessary way to promote the transition from traditional media to new media, but also an important stage to form a media information environment with universality, seamless connectivity and serviceability in future. While, the convergence of mobile media and outdoor media should not be restricted to the communication channels, they must be highly integrated in regard of technique, platform and concept. And the integration of the two should not only produce physical connecting effect, what’s more important is to realize substantial chemical reaction, to gain profit to enterprises.Affected by the overall slowdown of Chinese economy, the traditional ad spending grew only 1.3% in the first half of 2015, but the outdoor media has increased stably by 14.6%. Although the growth of traditional ad is at a low level, it is comforting that there remains a great potential and a wide prospect in the field of outdoor advertisement. With the ongoing urbanization process in China, the outdoor advertising will soon celebrate another round of high tide.In 2014, the CPC Central Committee promulgated The Guiding on Promoting the integration of traditional media and new media, raising the convergence to central strategic level. Media convergence is a way for traditional media to get rid of the “industry winter”, as well as an opportunity for new media to achieve brand diversification and specialization. After the mobile intelligent terminal appears, accompanied by extreme expansion of its functions and applications, masses of product form have been come to the fore. Mobile intelligent terminals are widely favored by consumers and market, providing more timely and extensive transmitting media to the outdoor advertising. In the age of information overload, it’s worth researching the significant that the decline of mass media effect reflects how audience understands information in the subjectivity respect.In March 2014, CPC Central Committee and the State Council jointly issued The Rule of national new urbanization(2014-2020), specified promoting the construction of intelligent city to a national strategic level. Moreover, the government report of NPC & CPPCC also emphasis that we must take the “intelligent city” way in the management of city and the development of city cultural. The outdoor advertising plays an important role in the city development; it is the “face” of a city and can reflect and promote the economic level of city. Apparently the outdoor advertising is a key area of the intelligent city construction; therefore it should meet the requirement of information integration and energy- saving in regard to intelligent city.In the era of “Internet+”, the media accessed by audience has changed dramatically following the show up of new technology and new media, the boundary of different media has become gradually blurring, media terminal start to show a diversification feature. In this case, the consumption experience of audience become more and more independent to time and space, as a result their attitude and using behavior towards the media has completely changed. The changing behavior of audience is undeniable, which can be verified in line with the survey data of CSM. It also indicates that the new media is very popular, and the effective arrival rate of traditional media continued to decline, consumption composition of the first audience changed quietly, the usage of new media increased, the number of young audience is growing rapidly and the middle-aged audience is gradually permeated. The writer tries to analyze the new characteristics of the broadcaster, media and audience in the “Internet+” age, discuss the development tendency and communication strategy of the outdoor advertising in the process of catering the “Internet+” age and constructing the intelligent city.