Abstract
This study delves into the evolving landscape of outdoor advertising by investigating the 'earned' media effects of landmark digital signage, particularly as amplified through social media sharing. By analyzing two high-profile cases—the 'Wave' at Seoul COEX and the 'Samsung S8 Whale' at New York Times Square—this research leverages YouTube Data API and NodeXL to assess online visibility, recommendation pathways, and user engagement. The findings underscore the persistent digital footprint of these advertisements, particularly the 'Wave,' which maintained significant visibility well beyond its physical display period. This study offers critical insights for advertisers aiming to optimize the digital reach and longevity of their outdoor media campaigns through strategic integration with social media platforms. The research contributes to the broader discourse on the efficacy of modern advertising, providing actionable recommendations for leveraging digital signage in an increasingly interconnected media environment.
| Original language | English |
|---|---|
| Pages (from-to) | 1-25 |
| Number of pages | 25 |
| Journal | Journal of Contemporary Eastern Asia |
| Volume | 24 |
| Issue number | 2 |
| DOIs | |
| State | Published - 2025 |
Bibliographical note
Publisher Copyright:©2025 This is an Open Access paper distributed under the terms of the Creative Commons Attribution-No Derivative Works License (https://creativecommons.org/licenses/by-nc-nd/3.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Keywords
- Advertising Effect
- Digital Outdoor Advertising
- Earned Media
- Landmark Digital Signage