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AbstractWiththecontinuousdevelopmentofthemobileInternet,moreandmoreadvertisers,advertisingoperatorsandadvertisingpublisherswillbetargetedadvertisingpositioningmobileterminal.Thechangeofpeople'slifestyle,theoutdooradvertisingexposureratedecline,so,intheeraofbigdata,howtorealizetheoutdooradvertising,howtoreachtheinteractionratewiththeaudiencetoachievemoreeffective?Firstofall,theoutdooradvertisingwithafullrangeofsightandhearingandcreativitytoleadtheaudience'sattention,sothatthemediahaveawiderrangeofoutdoorcommunicationspace,iftheimplementationofamoreintensecreativeperformance,canbecomeasourceofnewmediatopicandtopic.Interactivewaytoachievechange,isoneofthedirectionofoutdooradvertisingefforts.Secondly,theuserexperienceisanimportantaspectofoutdooradvertising.Arealizationofoutdooradvertisingparticipationmode;ontheotherhand,outdoormediaonlyintocreativeplanning,encourageconsumerstoparticipateininteractive,enhancetheconsumerexperience,inordertofurthergrasptheconsumer'seye.Finally,comparedwiththeeraofcontemporarymediaintegration,outdooradvertisingcannotberegardedasatraditionalviewofdevelopment,shouldfocusonthedevelopmentofacomprehensivemulti-level.Intoday'smobileterminalintrusionseriousera,intothepresenceoftheaudience'slifetrajectoryisurgent.Outdooradvertisingisnolongerapurepurecommercialadvertising,buttoachievetheintegrationoftheenvironment,thedecorationofthecity,thethreeaspectsoflifeintotheneweraofinteractivemode.Outdooradvertisinginthenewmediaintegrationera,nolongeradheretotheself,nolongersatisfiedwiththestatusquo,butfromthewayofinnovation,enhancetheuserexperience,putthreeintotheaudiencetointeractwiththeaudiencelifedeeper.Inrecentyears,theriseofoutdooradvertisingnotonlymeanstheprosperityofanindustry,butalsoshowsthebeginningofaneweraofcommunication.Keywords:Mediaconvergence;Deliverymode;Audienceparticipation;Integrateintolife目录摘要..........................................................1Abstract..........................................................2目录............................................................3第1章绪论...................................................41.1研究背景................................................41.2研究现状及问题..........
