Out-of-home advertising media: theoretical and industry perspectives
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Date
2014
Authors
Van der Waldt, D. L. R.
Roux, A. T.
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
Out-of-home (OOH) advertising media traditionally have not accounted
for a large share of advertising budgets, but overall expenditure has grown
considerably in recent years. Due to the transformation of the OOH advertising
media landscape, and the diversity and ubiquitous nature of these media, there
seem to be a discrepancy between the views of academic and industry experts
on exactly what constitutes contemporary OOH advertising media. This article
addresses the identified academic-practitioner divide by presenting both sides
of the coin. An integrative review of OOH advertising media taxonomies in
prominent academic sources, as well as specialists’ industry publications from
Canada, South Africa, America, Australia, Ireland and the United Kingdom,
was conducted. This resulted in a new conceptualisation of four key platforms
for a contemporary OOH advertising media classification framework: outdoor
advertising, transit media advertising, street-and-retail-furniture advertising, and
digital and ambient OOH media. Clear direction for future research was given,
specifically testing the proposed conceptualisation, the impact of OOH audience
environments and mood on message delivery, and digital OOH advertising as one
of the fastest growing media types.
Description
Keywords
Alternative media, Out-of-home advertising media classification, Outdoor advertising, Street-and-retail-furniture, Advertising, Digital out-of-home advertising, Ambient out-of-home advertising
Citation
Roux, A. T., & Van der Waldt, D. L. R. (2014). Out-of-home advertising media: theoretical and industry perspectives. Communitas, 19, 95-115.