It is not difficult to find that there are only two categories that still maintain double-digit growth in the overall decline of the advertising led wall industry: the Internet and outdoor media represented by building video. Outdoor media has strong irreplaceable in many multimedia. The specific manifestations are as follows.
1. Exclusive use of space resources. Outdoor media is attached to a specific urban public space. The uniqueness and non renewability of geographical location determine the exclusivity of each outdoor media. Local governments have formulated strict plans for the establishment of outdoor media, and approved or monitored them according to the plans, which ensures the scarcity of spatial location and the monopoly of outdoor media in terms of laws and regulations. Therefore, the outdoor media, which monopolizes the scarce urban space resources, has a certain monopoly effect.
2. The adhesion of life trajectory. Outdoor media are cleverly set up mainly according to the trajectory of citizens’ travel and life outside their homes, with strong adhesion and accompaniment. Without wasting citizens’ time and bearing any cost, outdoor advertising adds interest to the time and space experienced by citizens outside the home, or provides some convenience, adds added value to citizens when they go out, and adds luster to the scenes of citizens passing, waiting and leisure outside the home. Outdoor media is the stretch and extension of citizens’ senses and limbs outside the home, the post station of citizens’ mood outside the home, and the public expression of the city.
3. The directness of advertising communication. People’s attention drifts outdoors, and modern people are multi-purpose. If they can’t fall in love at first sight in a second, it’s difficult to be paid attention to. Outdoor advertising emphasizes the attraction at first sight, and simple and straightforward outdoor advertising can make people clear at a glance. Outdoor media is a simple advertising carrier and an emotional media for instant communication with the audience, which is obviously different from the information media such as TV, newspaper and Internet.
4. Matching of urban functions. Outdoor media not only decorate the urban space, lighten and beautify the facade and inner space of urban buildings, roads, squares and so on. Most outdoor media are street furniture or landscape sketches, which can vividly display various street facilities such as waiting kiosks, light boxes, newspaper reading columns, signs, Wenxin bus, subway and other bus platforms, leading the pulse of urban fashion life.
5. Multidimensional compatible platform. With the rapid development of communication technology, emerging media emerge one after another, the boundary of media is melting, and hypermedia is pregnant. Because outdoor media is the occupation and application of physical space, it can be compatible with everything, or can be demolished and rebuilt. All appropriate new media and new communication technologies can be directly brought and applied immediately.
In the pan media era, communication anytime, anywhere becomes possible. In the construction of livable city and smart city, outdoor media is playing an irreplaceable role in innovating and setting interesting street facilities and creating humanized public space. Outdoor media, which occupy the advantages of space and landing, can not only be close to but also guide local residents at various consumption sites. It can become a terminal platform and local base station for integrating various media and play the core role in integrated marketing.
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