Building an Understanding of Major Advertising Strategies for Location-Based Digital Signage: A Study of Korean Marketing Practitioners’ Practice

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.

 Keywords: Digital signage, smart signage, digital advertising, location-based media