COMMUNICATION POTENTIAL OF OUTDOOR ADVERTISING

Aleksyutina Olga Alexandrovna

The communicative effectiveness of mass media takes into account the level of impact on the required audience. The specifics of mass communication processes involve the dissemination of information to an unlimited number of participants, which necessitates segmenting the consumer audience to improve the effectiveness of communication interactions. The use of mass media in the company’s promotion system is focused not only on informing, but also on forming the necessary behavioral response on the part of the consumer, which implies involvement in interaction with the brand. Based on the analysis of secondary empirical data, the article reveals the attractiveness and prospects of innovative outdoor advertising formats as one of the consumer communication channels developing in the modern media space. Particular attention is paid to the advantages of this communication tool in the activities of companies. The results of the study demonstrate the general trend of evolution of types of outdoor advertising in an interactive and contextual direction. Facial recognition, VR and AR technologies are beginning to be integrated into advertising formats, which will make it possible to present the audience with advanced technological solutions that involve personalizing communications and increasing their effectiveness.

Keywords:promotion, marketing communications, mass media system, media segment of outdoor advertising, digitalization, digital advertising