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How Digital Out-of-Home Contributes to Traditional Out-of-Home Advertising: An Exploratory Study from the Perspective of Irish Industry Practitioners

Roberts, Lee (2018) How Digital Out-of-Home Contributes to Traditional Out-of-Home Advertising: An Exploratory Study from the Perspective of Irish Industry Practitioners. Masters thesis, Dublin, National College of Ireland.

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Abstract

This paper considers the phenomenon of digital out-of-home advertising as a relatively new advertising medium and how it contributes to traditional out-of-home advertising. Academics thus far have conducted studies focused on the responses of consumers to digital out-of-home advertising. So, for this reason, the purpose of the study was to explore the opinions of industry practitioners regarding digital out-of-home advertising, as to the challenges they face when planning the format into out-of-home advertising campaigns as well as how they influence advertisers to incorporate digital out-of-home into their out-of-home advertising campaigns.

The literature reviewed highlights important areas to examine when considering digital out-of-home as a media channel in out-of-home advertising campaigns. A qualitative method was adopted for this study and the data was collected through in-depth interviews with practitioners from both out-of-home advertising media-specialist agencies and leading media-only agencies. Through analysis of the findings and the literature, it has enabled this study to build a more comprehensive overview into the role that digital out-of-home occupies in the out-of-home industry.

By investigating the perspectives and practices of knowledgeable practitioners, this study has highlighted the innovative ways they guide advertisers to utilise digital out-of-home to its full potential, therefore positively adding value to their traditional out-of-home advertising campaigns. This research should also add to the body of knowledge surrounding the phenomenon of digital out-of-home advertising. The scope for further research on digital out-of-home as an integral part of out-of-home advertising is validated as a result of the analysis completed in this study.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 01 Nov 2018 15:34
Last Modified: 01 Nov 2018 15:34
URI: http://trap.ncirl.ie/id/eprint/3401

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