Innovative concepts for outdoor media

“Media innovation” has been a key word in the advertising industry for several years. Media innovation not only refers to new media developed with new materials and new technologies, but also includes innovative ideas in media operations, media planning, and communication effects.

The first is the innovation in the form of expression

Domestic outdoor advertisements are mostly graphic works and transplants, but they use larger font slogans, more obvious brand marks, and then add one A striking picture. Whether it is a billboard or a large column, they are all boxy graphic designs. On the streets of Europe, there are many advertising pillars on the streets and corners, generally 2-3 meters high, including cylindrical, triangular, four-sided, etc., and the designs on the top are even more varied, matching the surrounding ones. The architectural styles complement each other. There is also the use of the movement characteristics of the car doors and tires. Works that make advertisements dynamic, as well as works in which advertising items or representations extend beyond the billboard to create a three-dimensional effect, are often visible and attract the attention of passers-by. In the China Advertising Festival advertising works evaluation, Weihai zipper, the only outdoor advertising gold medal winner, also broke through the stereotyped rectangular design of high pillar street sign advertising. The characteristics of the zipper are to open to both sides in the middle of the upper part of the billboard, using exaggerated contrast. The technique is to make a person hang on the pull ring of the zipper, or stand on it and pull the zipper upwards, which vividly demonstrates the reliability of the zipper. It stands out among many street sign advertisements and has a strong visual impact.

The second is the innovation of performance content

When most people consider the creativity of outdoor advertising, they see more of its limitations. Restricted by the release space and location, the amount of information conveyed is limited, the coercion is poor, and it is difficult to arouse the audience's active concern. As a result, most outdoor advertisements have the same form and boring content. On the surface, this is to strengthen the brand image and pursue unified visual effects. But the environmental factors of outdoor advertising are ignored here, and this is precisely the fundamental difference between outdoor advertising and other media advertising. In an environment where you only stay for 5 seconds and when you stay for 5 minutes, in a crowded and noisy environment and a quiet and elegant environment, people's moods are completely different when sitting on a moving vehicle and standing in front of a shopping place. , there is also a huge difference in the degree of attention to advertising. Therefore, our advertising appeals should be targeted, both simple and complex. Some can only use large-character slogans to strengthen the brand, others can introduce products with pictures and texts, and some can also make detailed appeals to deepen understanding. This requires advertisers to deeply understand the characteristics of advertising products and figure out the audience's acceptance mentality.

The third is the innovation of expression techniques

The development of high-tech has provided more space for the expression techniques of outdoor advertising. The ingenious combination of photoelectric art has given full play to the visual impact of outdoor advertising. To the fullest. In many big cities in our country, neon lights and electronic billboards are widely used to decorate the city's night sky, but the expression techniques are relatively old and dull. The Guinness beer advertisement that stands on the streets of London uses the alternation of day and night to make the beer glasses on both sides change from empty to full. It is full of temptation and makes people daydream, adding fuel to the prime time of beer consumption. Innovative expression techniques should make advertising come alive with the help of various environmental factors.

The fourth is innovation in the use of media

Outdoor advertising is a big concept. Common ones include light boxes, street signs, neon lights, posters, vehicles and windows, etc. Outdoor media have different performance styles and characteristics, which should be used creatively to integrate the advantages of various media. We have many cities where billboards are getting bigger and denser, destroying the sense of space and coordination in the city and polluting the urban environment. In developed European countries, the location, spacing density, and size ratio of outdoor advertising seem to take into account the city's surrounding environment and pedestrian density, making people feel warm and comfortable, and playing a role in beautifying and decorating the city. No matter in the city or on both sides of the highway, you can't see the "domineering" large-scale outdoor billboards like those in many domestic cities. Instead, you can see the large-scale inkjet advertisements placed on the maintenance fences of urban buildings, which is very eye-catching. Very impressed. In order to ensure safety, reduce pollution and not affect the overall environment, during building maintenance, the entire repaired part must be covered with enclosures. On the enclosure, some use computers to spray-paint the entire original art building, and if you don't look carefully, it can almost look real; some also spray-paint advertising works, and the spray-paint can be very large.

This is not only an extremely civilized construction method, but also provides a huge outdoor advertising space, which is very worthy of our reference.

The fifth is innovation in media operation

Outdoor media comes in various forms and is distributed in every corner of our lives. When we look up, what we see is Street signs, neon lights, LEDs, car bodies, anti-aircraft guns, etc. As an advertising user, in the traditional form, you need to go out to find suitable media resources and negotiate with customers. After the contract is signed, the most suitable time for advertising has passed for a long time, which makes people sigh and feel unable to speed up the closing time. , reduce transaction costs, and cannot determine the authenticity of outdoor advertising information in a timely manner. In the traditional era of finding media, you still had to drive yourself to find anti-aircraft artillery. You found your favorite media, but there was no information about the media owner. Being hungry, cold, and extremely exhausted is bearable. When I look at my favorite media position and wave goodbye to myself, what hurts me the most is my hopeful heart.

The emergence of the Internet has completely bid farewell to the traditional operation era of outdoor media. Finding media online has gradually become popular among various advertisers. Moreover, major media owners have also begun to pay attention to publishing their own media information online. The Internet has revitalized outdoor media, not only increasing the proportion of outdoor media in the national economy, but also stimulating the development and growth of large, medium and small companies in related industries: advertising design, advertising projects, etc.

At the same time, because the Internet outdoor media model has just emerged and the market is in the growth stage, both media buyers and sellers are working on their own, making it difficult to form a unified market model. On the downhill road, it is easy for media buyers and sellers to form a gap, making it difficult to truly trust each other. In the long run, outdoor media has not only failed to get rid of traditional shortcomings, but has also spawned many new loopholes. In this situation, the outdoor media market urgently needs a high-quality, high-quality, high-brand intermediate bridge.