A Study On Outdoor Advertising Value Based On The New Media Time

Outdoor advertising has a long history of development.Shop signs and signboards are typical of representation in the early stage of domestic outdoor advertising.Since the reform and opening up,with steady development of national economy,science and technology have continuously promoted the rapid development of the advertising industry.A great variety of outdoor advertising forms emerged,which played an important role in advancing city ' s economy,beautifying the urban environment and promoting urban spiritual culture connotation.With abundant expressive forms,effective information dissemination,economical cost input and other advantages,outdoor advertising is highly praised by advertisers and boosting domestic development of the advertising market.However,with rapid development of Internet at present,Internet brings people infinite possibilities.The emergence of e-commerce platform based on Internet changes the way people consume.Apps with all kinds of function installed in smart phones enrich people's free time,and widely-used new media represented by Internet and smart mobile terminal bring great changes in people's lifestyle and living environment.Because of its convenience to get information,instantaneity to deliver information,interactivity of information flow,controllability of performance evaluation and diversity of manifestations,new media is popular among advertisers and audiences.Therefore,outdoor advertising is challenged by new media in aspects like attention,outdoor resources and so on.Market share of traditional outdoor media is carved up,and digital technology promotes new changes in forms,communication effective and environment of outdoor advertising.At the same time,the development of outdoor advertising itself has some deficiencies.For example,inferior outdoor advertising causes visual pollution in the urban environment.The government has compulsive management planning on urban outdoor advertising,thereby giving it less space to survive.In addition,some outdoor advertisings are covered by daily enormous amount of information owing to lack of advertising creativity and visual impact.In view of social background of outdoor advertising development as well as its current situation,based on a great number of thesis,dissertations and periodical literature,this thesis analyzes the position and influence of new media in current advertising media field as well as the development of outdoor advertising by statistical analysis.The thesis also collects classical advertising cases to figure out the unique values of outdoor advertising in so many advertising media,and they are communication value,market value,and aesthetic value.Facing the arrival of new media time,outdoor media and new media will become more integrated rather than competitive.The new advantage of digital outdoor will promote the development of the advertising industry and diversified user experience brought by media convergence will add new value to outdoor advertising.