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 language | English |
|---|---|
| Pages | 2522-2533 |
| Number of pages | 12 |
| Volume | 81 |
| No | 11-12 |
| Specialist publication | Test Engineering and Management |
| State | Published - 1 Nov 2019 |
Bibliographical note
Funding Information:This study was supported by the Korea Creative Content Agency‘s 2017 Culture Technology R&D program.
Publisher Copyright:
© 2019 Mattingley Publishing. All rights reserved.
Keywords
- Digital advertising
- Digital signage
- Location-based media
- Smart signage