What Is Outdoor Media Advertising?

Outdoor media refers to the media used to publish advertising information on the roofs of major buildings and in front of the commercial areas, roadsides and other outdoor venues. The main forms include balloons, airships, carriages, large inflatable models, colleges, and high-end community corridors. Corridors, etc.

Outdoor Media

Outdoor media ^[1]

1. Outdoor full color LED electronic screen media is widely used in public places, advertising,

1. It has the characteristics of liquidity, compulsoryness, pertinence and effectiveness. 2. Program advantages. Self-made programs, instant playback, rich in content. Not only ads, but also shows. Including specials, columns, variety shows, animation, radio dramas, TV dramas, and interstitial advertisements.

3. Location advantage. It is mainly installed in lots where people flow, such as shopping malls, where

In our country, outdoor media has become

Incomplete laws and regulations

2. Imperfect sales network

3. Disorganized media management

Large area, colorful, bright subject, novel design, vivid image, simple and bright.

First, it is limited by the venue and the number of audiences;

The second is that the content of outdoor advertising is relatively simple, the amount of information to be transmitted is limited, and it is mostly image advertising of enterprises or products, which has a poor promotion effect.

First, high arrival rate

Through strategic media arrangements and distribution, outdoor advertising can create the desired reach. According to the strength of the communication survey, the reach rate of outdoor media is second only

"Media innovation" has been a key word in the advertising industry for several years. Media innovation not only refers to new media developed with new materials and technologies, but also includes innovative concepts in media operations, media planning, and communication effects.

The first is the innovation of expression

Domestic outdoor advertisements are mostly graphic works and transplants. They only use larger slogans, more obvious brand marks, and then add a striking picture. Whether it's a kanban or a large column, it is a boxy graphic design. On the streets of Europe, there are many advertising columns on the street and corners, generally 2-3 meters high, cylindrical, Mitsubishi, and tetrahedral, etc. The design of the top is more numerous and different from the surrounding The architectural styles complement each other. There is also the use of the sports characteristics of bus doors and tires.

The works that make the advertisement dynamic, and the works that the advertisement items or representatives protrude beyond the billboard to create a three-dimensional effect are often visible, which is very attractive to passers-by.

In the China Advertising Festival's advertising work comparison, the only outdoor advertising gold award, Weihai Zipper, also broke through the uniform rectangular design of high-pillar street sign advertising. The characteristics of the zipper are opened to the sides in the middle of the upper part of the billboard, using exaggerated contrast The method, making a person or hanging on the zipper pull ring, or standing on the zipper pull upwards, vividly shows the reliability of the zipper, stands out in many street advertising, has a strong visual impact.

Followed by the innovation of content

When most people think about the creativeness of outdoor advertising, they see more of its limitations. Limited by the space and location of the release, the amount of information to be communicated is limited, the compulsory is poor, it is difficult to cause the audience to take the initiative to care, etc., so that most outdoor advertisements have the same form and boring content. On the surface, this is to strengthen the brand image and pursue a unified visual effect. However, the environmental factors of outdoor advertising are ignored here, and this is exactly the difference between outdoor advertising and other media advertising.

In an environment of only 5 seconds and a 5-minute stay, in a crowded, noisy and quiet and elegant environment, people are completely different in their moods when sitting on moving cars and standing in front of shopping places There is also a huge difference in the degree of attention paid to advertising.

Therefore, we should be targeted on the appeal of advertising, simple and complicated. Some can only strengthen the brand with slogans, others can introduce products with pictures and texts, and some can ask for deeper understanding in detail. This requires advertisers to have a deep understanding of the characteristics of advertising products and try to figure out the audience's acceptance.

The third is the innovation of expression methods

The development of high-tech technology has provided space for the performance of outdoor advertising. The clever combination of optoelectronic art has made the visual impact of outdoor advertising to the fullest. In many big cities in our country, neon lights and electronic billboards are used a lot to decorate the night sky of the city, but the performance is relatively old and rigid. The Guinness beer advertisement standing on the streets of London uses day and night alternation to make beer glasses on both sides change from empty glasses to full glasses. Innovative performance methods should use various environmental factors to make advertising come alive.

The fourth is innovation in the use of media

Outdoor advertising is a very large concept. Commonly there are light boxes, street signs, neon lights, posters, vehicles and shop windows, etc. Different outdoor media have different expression styles and characteristics. They should be creatively used and integrated with various media The advantages. We have many cities, and the billboards are getting bigger and bigger and denser, which destroys the sense of space and coordination of the city and pollutes the environment of the city.

In developed countries in Europe, the location, spacing density, and size ratio of outdoor advertising all seem to take into account the surrounding environment of the city and the density of pedestrians, making people feel warm and comfortable, and it has played a role in beautifying and decorating the city. Whether in the urban area or on both sides of the highway, large outdoor billboards like "domineering" in many cities in China are not seen, but large-scale inkjet advertisements set up on the building's maintenance enclosure. deep impression.

In order to ensure safety, reduce pollution and not affect the overall environment, during repair of the building, the repaired part must be completely shielded by enclosures. On the enclosure, some use the computer to paint the entire original art building and spray it out. If you don't take a hard look, it can almost be distorted. Some also paint advertising works in it, and they can spray a lot. This is not only an extremely civilized construction method, but also provides a huge outdoor advertising space, which is very worthwhile for us to learn from.

Fifth, innovation in media operations ^[2]

There are various forms of display of outdoor media, distributed in every corner of our lives. When we look up, we see street signs, neon lights, leds, car bodies, anti-aircraft guns, and so on. As an advertising user, in the traditional form, you need to go out and find the right media resources. Talk to your customers. When the most suitable time has passed since the contract was signed, people sighed and felt deeply powerless to speed up the transaction time , Reduce transaction costs, can not determine the authenticity of outdoor advertising information in a timely manner.

In the traditional media-searching era, you still need to drive your car to find anti-aircraft guns and find your favorite media, but there is no media master information. Hungry and cold, extreme fatigue can be tolerated. When looking at the favorite media position and waving goodbye to myself, the most hurt is the hopeful heart.

With the advent of the Internet, outdoor media has completely bid farewell to the traditional operating era, and online search for media has gradually become popular among advertisers. And major media owners have begun to pay attention to publishing their media information online. The Internet has rejuvenated outdoor media, which not only allowed the proportion of outdoor media to rise in the national economy, but also stimulated the related industries: advertising design, advertising cases, and other large and medium-sized companies.

At the same time, because the Internet outdoor media model has just emerged and the market is in its growth stage, both buyers and sellers in the media are fighting each other, and it is difficult to form a unified market model. The two sides have formed a gap and it is difficult to truly believe in each other. In the long run, outdoor media not only did not get rid of the traditional disadvantages, but also created many new loopholes. In this form, the outdoor media market urgently needs an intermediate bridge of high quality, high quality, and high brand.