Interactive Outdoor Advertising Research

Matthew Smallwood served as chief executive officer of Asia Outdoor(Asiaposter)company once said: outdoor advertising is the real mass media, not all people watch TV, read newspapers or online, but any people to leave their home will see outdoor advertising.Outdoor advertising is a kind of ancient and modern forms of advertising, its history can be back to more than 5000 years ago, engraved on the Obelisk guide pedestrians hieroglyphics.Outdoor advertising development to today, in the form of a variety of diverse, in addition to the early physical and handbill suspension and windows, signs, neon lights, and other. As long as we leave home, in the outdoor environment, we are full of all kinds of outdoor ads filled with. In this mass of outdoor advertising people prone to visual fatigue, outdoor advertising information will be consciously filtered by the audience. Therefore, the outdoor advertising creators in how to seize the audience, fatigue, the eye, how to make the audience in the mass of information to choose to pay attention to their advertising information become difficult.The introduction of the concept of interaction can better solve the problem that the outdoor advertising is neglected, so interactive outdoor advertising becomes the future development of outdoor advertising..This thesis to interact outdoor advertisement as the research object, through the concept definition, spread three elements of the analysis, the creative strategy of induction and expression form of demonstration and content publishing and management interpretation,systematic comprehensive display interactive type outdoor advertisement the hair development, and from the analysis found that the existing problems and corresponding solutions are found. The main through the above a series of analysis and demonstration for our interactive outdoor advertising in the future of development provide a feasible thinking,especially in the new media era, China interactive type outdoor advertisement the how to seize the opportunity to realize their own and fast development put forward a constructive advice. This paper mainly through the existing literature and domestic and foreign outstandinginteractive outdoor advertising case study, in case selection, mainly select those with some representative or won the International Advertising Awards interactive outdoor advertising,summed up this way summarized the creative methods and forms more representative and reliability.The outdoor advertising on the interactive comprehensive study found that: in the information age, the effective dissemination of advertising information need to the consumption psychology(AIDMA mode) mode, which is the first step of "attention"(attention) by a temporary attention to persistent attention and expand the transformation of.To achieve this effect requires both more creative elements are added at the beginning of the advertising creation, also need to take the science and technology as the basis for dissemination of information on a wide range, especially take on new media in the fast lane,the interaction of the outdoor advertising and mobile phone screen and computer screen linked not to lose is a good method of real-time interactive. Such multi- screen transmission can not only broaden the dissemination of advertising information, but also improve the spread of advertising information.The degree that increases the frequency of the ad and the memory of the audience. Multi screen interactive communication is the future interactive outdoor advertising development trend, but also the direction of the development of interactive outdoor advertising in China.