我国分众类户外视频媒体发展研究
发布时间：2018-07-31 08:52
【摘要】： 分众传媒公司创造了分众类户外视频媒体的神话,同时也开创了我国分众类户外媒体市场的成功模式,之后地铁视频、医院视频、学校视频等分众类视频媒体逐渐兴起,一时间公共空间面临市场瓜分。分众类视频媒体利用人们等电梯、等车、上厕所等“无聊时间”创造广告价值,具有强制传播、多媒体播放、表现力强、高曝光度和高接触率等特点。 分众类户外视频媒体是在分众传媒公司成功样本的示范下,广告主投放广告趋于理性化,城市形象升级以及消费者媒介消费方式发生变化的背景下发展壮大的。以分众传媒公司为代表的第一代分众类户外视频媒体的成功带动了学校视频、地铁视频、医院视频、公交视频、车站视频等新的分众领域的新媒体的开发热潮。然而,随着经济危机的影响逐渐深入,我国分众类户外视频媒体也面临发展困境。2008年12月,新浪合并分众旗下的户外数字广告业务,分众传媒公司仅保留互联网广告业务,影院广告业务以及传统户外广告牌业务。2009年3月,一向被业内认为发展势头良好的炎黄健康传媒也传出全员降薪的消息,业内人士分析,炎黄传媒受到了金融危机的严重影响,这是分众系企业业绩下滑的又一体现。整个分众类户外视频市场面临注意力资源减退、内容不具吸引力、部分公共空间的开发面临受众抵触、广告效果难以检测等问题。要解决这些发展难题,使分众类户外视频媒体能够良好发展,必须开始从地段价值向内容价值的开发,建立联播网络,让受众参与媒体内容的互动,并与其他媒体建立联动效应;谋求分众类户外视频媒体的创新发展,设计异形视频媒体,内容创新等方面做文章;探索分众类视频媒体的效果监测机制等。
[Abstract]:The focus Media Company created the myth of the focus outdoor video media, and at the same time opened up the successful mode of the focus outdoor media market in China. After that, the subway video, hospital video, school video and other niche video media gradually rose. For a time the public space faces the market partition. Focus video media use people waiting for elevators, waiting for cars, toilets and other "boring time" to create advertising value, with mandatory transmission, multimedia play, strong expressiveness, high exposure and high contact rate. The focus outdoor video media is developed under the demonstration of the successful sample of the focus Media Company, the advertisers put in the advertisement tends to be rational, the city image upgrades and the consumer media consumption mode changes. The success of the first generation of outdoor video media, represented by focus Media Company, has led to the development of new media in the new focus areas, such as school video, subway video, hospital video, bus video, station video and so on. However, as the impact of the economic crisis has gradually deepened, China's focus outdoor video media are also facing difficulties. In December 2008, Sina merged focus's outdoor digital advertising business, and focus Media only retained its Internet advertising business. Cinema advertising business and traditional outdoor billboard business. In March 2009, Yanhuang Health Media, which has been regarded by the industry as having a good development momentum, also reported the news of a pay cut. According to industry analysts, Yanhuang Media was seriously affected by the financial crisis. This is the focus of corporate performance decline another manifestation. The whole outdoor video market of focus class is faced with problems such as attentional resources decline, content is unattractive, part of public space development faces audience conflict, advertising effect is difficult to detect and so on. In order to solve these development problems and enable the focus outdoor video media to develop well, we must begin to develop from location value to content value, establish a network of broadcast, and let the audience participate in the interaction of media content. And establish the linkage effect with other media; seek the innovation and development of focus outdoor video media, design special-shaped video media, content innovation and other aspects; explore the focus video media effect monitoring mechanism and so on.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206-F
本文编号：2155069
[Abstract]:The focus Media Company created the myth of the focus outdoor video media, and at the same time opened up the successful mode of the focus outdoor media market in China. After that, the subway video, hospital video, school video and other niche video media gradually rose. For a time the public space faces the market partition. Focus video media use people waiting for elevators, waiting for cars, toilets and other "boring time" to create advertising value, with mandatory transmission, multimedia play, strong expressiveness, high exposure and high contact rate. The focus outdoor video media is developed under the demonstration of the successful sample of the focus Media Company, the advertisers put in the advertisement tends to be rational, the city image upgrades and the consumer media consumption mode changes. The success of the first generation of outdoor video media, represented by focus Media Company, has led to the development of new media in the new focus areas, such as school video, subway video, hospital video, bus video, station video and so on. However, as the impact of the economic crisis has gradually deepened, China's focus outdoor video media are also facing difficulties. In December 2008, Sina merged focus's outdoor digital advertising business, and focus Media only retained its Internet advertising business. Cinema advertising business and traditional outdoor billboard business. In March 2009, Yanhuang Health Media, which has been regarded by the industry as having a good development momentum, also reported the news of a pay cut. According to industry analysts, Yanhuang Media was seriously affected by the financial crisis. This is the focus of corporate performance decline another manifestation. The whole outdoor video market of focus class is faced with problems such as attentional resources decline, content is unattractive, part of public space development faces audience conflict, advertising effect is difficult to detect and so on. In order to solve these development problems and enable the focus outdoor video media to develop well, we must begin to develop from location value to content value, establish a network of broadcast, and let the audience participate in the interaction of media content. And establish the linkage effect with other media; seek the innovation and development of focus outdoor video media, design special-shaped video media, content innovation and other aspects; explore the focus video media effect monitoring mechanism and so on.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206-F
【引证文献】
相关硕士学位论文 前1条
1 郁君;我国网络论坛的本土化趋势及发展策略研究[D];山西大学;2012年
，本文编号：2155069
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