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Warum dieses Buch? Standortbestimmung

In: Out-of-Home-Kommunikation

Author

Listed:
  • Kai-Marcus Thäsler

    (Fachverband Aussenwerbung e. V.)

Abstract

Zusammenfassung Out-of-Home, Out of Home, OoH, Außenwerbung, Aussenwerbung, gilt – angesichts der Digitalisierung der Medien und der damit verbundenen Fragmentierung von Zielgruppen – nicht wenigen als das letzte verbliebene Massenmedium. „Am Ende bleibt nur noch die Außenwerbung“ postuliert Holger Jung, einer der Dojen der deutschen Werbeszene, und beschreibt damit das, was die vielleicht älteste Mediagattung ausmacht: Sie ist unübersehbar, unumgehbar, kann nicht weggescrollt, geblockt oder weggezappt werden, ein dominantes visuelles Medium als Bestandteil der „echten Welt“ (Jung 2020). Targeting individueller User und Fragmentierung von Zielgruppen kennzeichnen die Online-Media-Welt, lineares Fernsehen verliert zunehmend an Reichweite in werberelevanten Zielgruppen – mancherorts wird bereits vom Niedergang analog dem von Print Ende des letzten Jahrhunderts gesprochen.

Suggested Citation

  • Kai-Marcus Thäsler, 2023. "Warum dieses Buch? Standortbestimmung," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 1-5, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38119-6_1
    DOI: 10.1007/978-3-658-38119-6_1
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