The Studies On Interactive Communication Of Outdoor Advertising In Mobile Internet Era

In the current mobile internet era,great changes took place in the patterns of the information trasmission,people's habits of media contact have also changed,as well as the traditional outdoor advertising has undergone great changes in the mobile internet environment.Digitization,networking,mobility and socialist have become the outdoor adverting's development direction.The interactive communication has appeared at the historic moment which is driven by the maket demands and the development of technology.It makes use of the combination of technology and creativity to make the audience to participate in the advertising,obtain unprecedented interactive experience,not only prolonged the time of advertising works,but also changed the traditional outdoor advertising one-way and the linear communication model.First of all,this paper discussed the process of outdoor advertising's interactive communication in the mobile internet era based on the analysis of the classical cases of domestic and foreign outdoor adverting interactive dissemination,and it can be divided into two levels,one is a communication,the other is secondary communication,at the same time pointed out that the fomer can influence the later.Then,through questionnaire to explore the factors which influence audience to participate in interactive and secondary communication,find that the current problems of the interactive communication of outdoor advertising,on the one hand,the combination of mobile terminals and outdoor advertising didn't get enough attention,audience participation intention is low;on the other hand,the effect of advertising‘s secondary communication is not good.Finally,the paper puts forward some diffusion strategies to solve the problems.One is find the target audiences by the large data and spatial properties to improve communication efficiency;Second is enhance aptness of advertising creativity centered on the audience,make the audience easy to interact with the advertising and inspire the enthusiasm of the secongdary transmission;Third is strengthen the media fusion to realize the depth of communication,includes strengthening the multi-sensory experience by the interaction of more screen,also contains enhancing experience of sense of reality by the fusion of advertising and environment.