户外广告与观众的互动模式探析工商管理专业.doc

户外广告与观众的互动模式探析 摘 要 随着移动互联网的不断发展，越来越多的广告主、广告经营者和广告发布者将广告投放的方式定位移动端。人们生活方式的变化，使得户外广告曝光率每况愈下，所以，在大数据的时代下，户外广告该如何实现更多的到达率、如何与观众实现切实有效的互动？ 首先，户外广告凭借全方位视、听以及创意来引发观众的关注，从而使户外媒介拥有更广阔的传播空间，如果实现更有强度的创意表现，完全能够成为新媒体话题的源头和焦点。实现投放方式互动变革，是户外广告致力于转变的模式之一。 其次，用户体验是户外广告必须注重的方面。一方面实现户外广告活动参与模式；另一方面户外媒体只有加入创意性的广告媒体策划，促使消费者加入互动，增强消费者体验，才能进一步的抓住消费者的视线。 最后，相对于当代媒体融合时代，户外广告不能仍以传统眼光看待发展，应该注重全方位多层次的发展。在当今移动端侵入严重时代，融入观众所存在的生活轨迹是刻不容缓的。户外广告不再是单纯的纯商业广告，而是实现融入环境、装饰城市、渗入生活三方面追求新时代的互动模式。 户外广告在新媒体融合时代下，不再固守自封，不再满足现状，而是从创新投放方式、增强用户体验、融入观众生活轨迹三方面实现与观众更深一步的互动。近年来户外广告的进一步崛起表现出一个新传播时代的开始。 关键字：媒体融合 投放方式 观众参与 融入生活 Abstract With the continuous development of the mobile Internet, more and more advertisers, advertising operators and advertising publishers will be targeted advertising positioning mobile terminal. The change of people's life style, the outdoor advertising exposure rate decline, so, in the era of big data, how to realize the outdoor advertising, how to reach the interaction rate with the audience to achieve more effective? First of all, the outdoor advertising with a full range of sight and hearing and creativity to lead the audience's attention, so that the media have a wider range of outdoor communication space, if the implementation of a more intense creative performance, can become a source of new media topic and topic. Interactive way to achieve change, is one of the direction of outdoor advertising efforts. Secondly, the user experience is an important aspect of outdoor advertising. A realization of outdoor advertising participation mode; on the other hand, outdoor media only into creative planning, encourage consumers to participate in interactive, enhance the consumer experience, in order to further grasp the consumer's eye. Finally, compared with the era of contemporary media integration, outdoor advertising can not be regarded as a traditional view of development, should focus on the development of a comprehensive multi-level. In today's mobile terminal intrusion serious era, into the presence of the audience's life trajectory is urgent. Outdoor advertising is no longer a pure pure commercial advertising, but to achieve the integration of the environment, the decoration of the city, the three aspects of life into the new era of interactive mode. Outdoor advertising in the new media integration era, no longer adhere to the self, no longer satisfied with the status quo, but from the way of innovation, enhance the user experience, put three into the audience to interact with the audience life deeper. In recent years, the rise of outdoor advertising not only means the prosperity of an industry, but also shows the beginning of a new era of communication. Key words: Media convergence;Delivery mode;Audience participation;Integrate into life 目 录 摘 要 .......................................................... 1 Abstract .......................................................... 2 目录 ............................................................ 3 第 1 章 绪论 ................................................... 4 1.1 研究背景 ................................................ 4 1.2 研究现状及问题........................................... 4 1.2.1 户外广告规划不合理 ................................. 4 1.2.2 户外广告监管不到位 ................................. 4 1.2.3 户外广告审批与设置脱节 ............................. 4 1.2.4 户外广告立法不全、执法不严 ......................... 4 1.2.5 户外广告以公益名义谋商业利益 ....................... 4 1.3 研究方法 ................................................ 4 第 2 章 浅析户外广告投放方式变革 ............................ 5 2.1 投影技术与户外广告的结合 ..................................... 5 2.1.1 高功率投影 .............................................. 5 2.1.2 互动投影 .......................................... 5 2.1.3 3D全息投影 ........................................ 5 2.2 自驾车、Uber、滴滴等车身户外广告循环扩散 ................ 5 2.3 参与式站台广告伴随传播 .................................. 5 2.4 VR/AR新旧技术互联发布户外广告 ........................... 5 第 3 章 投放方式变革创新观众互动模式 ....................... 6 3.1 私人订制式 .............................................. 6 3.2 个性参与式 .............................................. 6 3.3 随时参与式 .............................................. 6 3.4 价值导向式 .............................................. 6 3.5 情感引导式 .............................................. 6 第 4 章 未来媒体融合时期互动模式展望 ....................... 7 4.1 户外广告渗透生活轨迹 .................................... 7 4.2 户外广告融入城市建设 .................................... 7 4.3 户外广告加深媒介融合 .................................... 7 4.4 户外广告注重社会公益 .................................... 7 结论 ..................................... ....................... 8 参考文献 ....................................................... 9 致谢 .......................................................... 10 第一章 绪论 1.1 研究背景 纵观目前国内市场户外广告，存在的很多问题，比如治理不足，广告水平不高，对城市环境和管理造成了很大的负面影响。而商家只注重商业效率与产品销售，从另一方面伤害了观众的情感心理。这些原因导致我国户外广告收益低下，其广泛的传播效果传播不出，当代的户外广告正面临创作发展的瓶颈期。而纵观世界户外广告发展，发达国家户外广告则根据其城市历史，文化，建筑特色创作具有城市特色的户外广告，不仅充分实现观众的情感沟通，也充分传播其企业的品牌知名度，因此我们将从户外广告新时期互动特点从而研究户外广告与观众的