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ABSTRACT
There remains a lack of understanding regarding the potential of digital out-of-home advertising formats and contextual factors in transit and service delivery environments. To address the identified gap this paper developed a conceptual framework for contemporary digital out-of-home advertising media. A framework for contemporary digital out-of-home advertising media formats with novel perspective on out-of-home media environments and implications for marketers are offered. The key features of major contemporary digital out-of-home advertising media formats are reviewed. The paper contributes via envisioning by presenting an aspect of marketing science that has yet to be understood or fully studied. It is also generative in nature to guide future research by proposing specific research areas, namely measuring the effectiveness of different formats, multi-media effects, consumers' propensity and potential obstacles to interact with digital out-of-home advertising. Some managerial recommendations are made, specifically to analyze consumers' behavior and movement patterns across out-of-home spaces, to customize and contextualize content based on the need state and task of consumers and for planning integrated digital out-of-home media campaigns across environments.
Keywords: retail setting, digital advertising formats, media environments, outdoor advertising
INTRODUCTION
The global digital out-of-home (DOOH) market size represented USD 19.78 billion in 2018 and is anticipated to reach USD 35.94 billion by 2026, increasing at a compound annual growth rate of 8.0% (Fortune Business Insights, 2020). DOOH advertising has become a vital new channel for communicating with consumers in various out-of-home environments (Cote, 2018). Numerous retailers have launched DOOH advertising networks aimed at reaping benefits of advertising in store and enhancing shopping experiences (Moving Tactics, 2020). With more DOOH advertising displays in place, their nimbleness and flexibility offer marketers the opportunity to reach many geographically targeted audiences very quickly (Gurumoorthy, 2015). Furthermore, DOOH advertising networks can also generate significant advertising revenues (Dennis, Brakus & Alamanos, 2013) and have proven to increase the sale levels of advertisers between 5-30 % (Burke 2009; Smith, 2017).
Despite its promising potential, very little research has focused on DOOH communication or DOOH advertising networks. A few exceptions have examined the impact of using this novel digital medium in retail settings to provide customer or brand experiences (e.g., Dennis et al., 2013; Dennis, Brakus, Gupta & Alamanos, 2014) or to influence purchasing behavior inside stores (e.g., Burke,...