Research On The Adaptive Evaluation Of Programmatic Advertising Transactions In Outdoor Media Companies

Out-of-home advertising runs through every scene of people's lives.Out-of-home advertising can not only reach the audience in an all-round way,but also extend the marketing activities and advertising content through the special media in different scenes.As one of the oldest forms of media,the development of out-of-home media in the Internet era is not so smooth.Internet advertising strong interactive and precision is making offline advertising gradually lose luster.In the past few years,the offline advertising market declined until out-of-home advertising continued to gain strength and brought the overall size of out-of-home advertising back to a normal growth trajectory.Procedural advertising trading technology was born in the era of booming Internet advertising.Procedural advertisement is a kind of technical mode of digital advertisement trading and management based on technology and big data.Procedural advertising technology enables Internet advertising to have more flexible placement strategy,more accurate creative matching and more efficient broadcast monitoring mode,which are constantly impacting the traditional advertising mode.At present,the global advertising market is exploring the realization path of 'out-of-home advertising+procedural advertising trading technology',while the procedural development path of China's out-of-home media is still at a rather preliminary stage.For out-of-home media enterprises,they need to complete digital transformation before using procedural advertising technology,among which one of the most prominent manifestations is the digital and intelligent upgrade of offline terminals.Since the programming of out-ofhome media needs to be built on the basis of intelligent media terminals,it can be linked with Internet technology and provide customized and personalized content and services according to users' demands.In addition,with the increasing demands of users,it puts forward higher requirements for the technical level related to the digitalization degree of media.When out-of-home media enterprises start to apply procedural trading technology to traditional advertising business,out-of-home media enterprises themselves need to consider a series of internal and external factors to adapt to the new operation mode.Program trading technology needs to take audience data and Internet technology as the core,so if out-of-home media need to apply and adapt to program trading technology,it must change the traditional operation mode of long time,high price and contract contract to the intelligent and automatic mode based on audience data.But for this,there are many aspects to the out-of-home media effort.Therefore,this paper,based on TOE innovation theory and combined with the internal and external factors influencing the development of procedural trading in out-of-home media,initially established the indicators of relevant adaptability evaluation.And introduced the current industry more typical focus media and Alibaba to carry out procedural cooperation cases,listed specific adaptability indicators.Through reading the annual reports of Focus Media over the years and relevant data acquisition channels,this paper makes a specific analysis on the adaptability of Focus Media to adopt procedural advertising trading technology.According to the analysis results,at the current stage,Focus Media has poor adaptability to the application of program trading technology.Among them,compared with internal factors and external environment factors,technical factors have the best adaptability,while internal factors have the worst adaptability.However,in the process of case analysis,I also conducted interviews and surveys with relevant personnel of the two enterprises,and the results of discussion were basically consistent with the results of data analysis.At present,the attempts of domestic out-of-home media on programmatic advertising technology are more of a 'mixture' of the two concepts of 'out-of-home advertising' and 'procedural trading technology',which have not yet formed a suitable path for the development of domestic out-of-home media enterprise environment.At the end of the paper,I put forward that in addition to practice,it is more important for out-of-home media enterprises to establish unified standards and norms of the industry as soon as possible in the process of adopting procedural advertising technology,so that enterprises in this field can develop more quickly by relying on market liquidity.In addition,while popularizing procedural knowledge,out-of-home media enterprises also need to educate demanders of advertising.Only when more demanders understand the special features of procedural out-of-home advertising can out-of-home media enterprises open the market more effectively.