Building an understanding of major advertising strategies for location-based digital signage: A study of Korean marketing practitioners'practice

Research output: Contribution to specialist publicationArticle

1 Scopus citations

Abstract

Digital signage is "location-based media" that occupy both indoor and outdoor spaces. Digital signage has recently been highlighted in the media industry and is attracting attention as a major marketing tool. Based on grounded theory, the researcher conducted individual in-depth interviews with twenty experts who have more than ten years of work experience in the advertising industry in order to investigate and classify the key strategies for developing advertising campaigns with location-based digital signage. The study classifies five key strategies, and the author proposes additional strategies that can help increase advertising effectiveness. The study concludes by noting limitations and suggestions for future research.

Original languageEnglish
Pages2522-2533
Number of pages12
Volume81
No11-12
Specialist publicationTest Engineering and Management
StatePublished - 1 Nov 2019

Keywords

  • Digital advertising
  • Digital signage
  • Location-based media
  • Smart signage

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