广告牌现已步入了繁荣发展的开展期，经过很多引入新技能、新材料、新设备使得传统的户外媒体光鲜形象示人，同时户外新媒体的很多出现也拓荒了宽广的商场蓝海，传统济南大型广告牌却面对着生存发展的威胁：
Billboard has entered a booming development period, after a lot of new skills, new materials and new equipment makes the traditional outdoor media glamorous image of the show, and a lot of new outdoor media also pioneers broad market blue ocean, the traditional Ji'nan large billboards are facing the threat of survival and development:
1、户外新媒体的威胁
1, the threat of new outdoor media
楼宇电视、车载电视等一批新媒体的崛起凭仗声光电的多媒体和新奇性特性，更容易吸收受众。各类户外新媒体纷繁开掘市场空白、发明经济新增长点后不忘稳步进行媒体扩张和晋级，这在一方面挤压了传统户外媒体的市场。
The characteristics of multimedia and novelty TV, mobile TV and a number of new media with the rise of sound and light, more easily absorb the audience. All kinds of outdoor new media and dig the market gaps, the invention of a new economic growth point does not forget after steady media expansion and promotion, which squeezed traditional outdoor media market on the one hand.
2、个人文娱设备的威胁
2, the threat of personal entertainment equipment
本来吸引户外受众无聊时刻注意力的户外媒体，面对着比如手机、MP4等个人文娱设备的注意力争夺。毕竟无聊时上网、打游戏、看电影要比看单调的户外广告牌要招引受众。
Would have attracted the attention of the outdoor media, such as mobile phones, MP4 and other personal entertainment equipment attention competition. After all, when the Internet, boring playing games, watching movies to outdoor billboards to attract the audience than watching the monotonous.
3、城市环境管理方面的威胁
3, the threat of urban environmental management
济南大型广告牌处在紊乱不堪的市场环境中，众多户外广告是与城市景观的塑造站在了对立面，一批急功近利的户外广告公司只注重短期效益，与市民、政府的关系并不融洽，导致政府会不定期地整改传统户外广告市场，这自然增加了传统户外广告投放的风险系数。
Ji'nan large billboards in the cluttered environment, many outdoor advertising is building and landscape of the city stood in opposition, a number of quick Outdoor Advertising Company focusing on short-term benefits, the relationship between government and the public, is not harmonious, cause the government will not regularly rectification of the traditional outdoor advertising market, which naturally increased the risk coefficient the traditional outdoor advertising.
4、传统媒体的威胁
4, the threat of traditional media
长时间以来传统媒体较之户外媒体成本高出很多，并且报刊、电视等广告的接纳场所通常因为与花费场所脱离，不能带动冲动型花费。根据这些优势，户外广告对很多品牌有天生的吸引力。但随着网络通信技能的开展，传统媒体经过与电脑、手机设备的接驳，使得室内花费成为可能，户外广告的有些优势被逐渐削弱。
For a long time the traditional media is much higher than the cost of outdoor media, and newspapers, television and other places of acceptance of advertising often because of spending places out of the place, can not drive impulse spending. According to these advantages, outdoor advertising has a natural appeal to a lot of brands. However, with the development of network communication skills, the traditional media through the computer, mobile phone equipment connection, making the indoor cost has become possible, some of the advantages of outdoor advertising is gradually weakened.
济南大型广告牌面临以上市场威胁，短期内依然能够依赖资源的独占性与稀缺性，从事简单的媒体建立来生存，但面临资源并购的风潮，只有加快本身进化水平才是长期生存之道。
Ji'nan large billboards facing the above market threat, the short term is still able to monopolize and scarcity of resource dependent, established to survive in simple media, but resources facing the wave of mergers and acquisitions, only to speed up the evolution itself is the level of long-term survival.