Menu
Notably, the outdoor display is deemed the ancient and most extensive form of advertising. OOH (Out-of-home) advertising has emerged from the unassertive outset as the oldest rock art in India, to being mainly billboards or external advertisements (Wilson, 2023). Digital advertising is deemed a fundamental part of digital marketing which originated between 1996-2005 in India. Nevertheless, the actual growth initiated in 2008 when internet services became accessible to people (Nath & Tamuli, 2022). The spending on Advertising in India is forecasted to rise at 15 percent in 2024 which is the highest for any market across the globe. Moreover, the present market patterns show that digital advertising is to exceed the spending on print, TV, and OOH in the subsequent years (Dash & Sharma, 2019).
Digital OOH advertising indicates entire advertising incomes from web-connected OOH advertisements in public areas. This market entails all advertisement spending on massive outdoor formats, transit, street furniture, etc. It is quickly evolving as a marketing medium that pledges to approach clients at any time and place (Wang et al., 2019). It has become a vital novel channel for conversing with clients. It is stated that digital is deemed the largest development in the OOH market in the current times. Henceforth, the varying nature of OOH needs that the marketers as well as agencies reassume their strategy to OOH campaign planning to superiorly comprehend what their goals must be, and how to reinforce OOH as an advertising channel. It is found that just a few sources admit, as with other media, that OOH advertising media has now entered the digital world, henceforth disregarding the modern developments in the field (Andrew et al., 2019). Outdoor advertising impacts client behaviour as it serves as a recurrent reminder of a novel product that is accessible in the marketplace. Via outdoor advertisements, individuals are recalled constantly of a product in the market. When they have recalled something recurrently, they are inclined to recall it and purchase the product (Puspikawati et al., 2021). This research area is vital since it assists the scholar in assessing the impact of outdoor advertising. The business's viewpoint is that it considers this technique as helpful since after the imposition of advertising on billboards, numerous prospective clients will have infinite access to it and ensure its message. The consequences of this research might direct marketing professionals and other vital industry contestants in crucial decision-making concerned with capitalization in establishing methods to assess and validate the efficacy of digital advertising for the OOH market.
Because of the prompt growth of the OOH advertising media environment, there is an argument between scholars and the industry on the categorization of OOH advertising media. Moreover, there exists no certain foundation for such classification, demonstrating completely what makes modern and digital OOH advertising media channels. It is said that marketers may not be knowledgeable of all the modem options available to approach extremely definite market segments at numerous places like outdoor squares, shopping malls, and more (Utomo, 2019). The problem was to know the influence of digitization on OOH advertising and then validate outdoor advertising as the most effective technique in the business. This study has a chance to assess the efficacy of OOH advertising in view of digitization with a view to suggest the most influential factors. Exploring the efficacy of digital OOH advertising might be fundamental to improving the profitability of the company since then unproductive advertising techniques might be evaded.
This research intends to investigate the impact of digital advertising on the OOH industry in India. The established core objectives for this study to enlighten the primary research aim are mentioned below:
Digital advertising is considered a concept that can bring together customization and mass delivery to meet the goals of marketing. It is defined as entire kinds of virtual, interactive, and wireless advertising on TV entailing sponsorships; referrals; keyword searches; and more (Lee & Cho, 2020). It has been asserted by Erlangga (2021) that digital advertising offers the workplace to marketers and purchasers in view of the time and area for quicker response. It is further found that digital advertisers use progressive and intuitive components to give data and arrange the customers as per their needs.
It is stated by Cho et al. (2022) that advertising is deemed a medium of conversation that impacts the outlooks of a brand by inspiring people to make a buying decision for a good or service and to provide information via numerous media channels such as television, out-of-home, and others. OOH advertising is found to be supposed an exclusive means as individuals are not as engaged with it as they must be with other mediums. Another scholar Mposi & Roux (2020) mentioned the benefit of OOH advertising in the form of its capability to improve brand awareness so promptly, supported by the higher levels of frequencies it can attain. It is also stated that via higher visibility and robust visual influence, OOH possesses the strength to stimulate interest. Also, it has been argued that OOG advertising might supplement other media, hence, supposing the role of an amplifier for other media like TV.
It has been found by Nelson et al. (2020) that India possesses one of the globe’s quickest-growing OOH advertising industries. Moreover, billboards are found as the pillar of the nation’s OOH advertising industry. This nation has transitioned quicker than numerous other mature markets with respect to digital OOH. It is further stated that the nation's OOH market has reliant on conventional means of gauging the victory of its campaigns which has contributed to marketing professionals spending less on the medium. It is found that the Indian digital OOH sector is looking at near development of 20 to 25 per cent in the subsequent few times. The flexibility force of such advertisements that enables marketers to change their ads on the go, has given fuel to the digital OOH medium. Apart from flexibility, the supplementary benefit of digital OOH is nil difficulty and capital on printing services (Shourangiz et al., 2021).
Digital OOH advertising is considerably a newer atmospheric concept that is operated both outdoors and in a massive number of commercial settings including airports, pubs, hotels, and more. It is found that it is deemed one of the quickest-growing media due to its enlargement into novel venues and marketplaces, creativity, improved attributes, and the incorporation of social and mobile media (Yassin, 2023). Another scholar Husu (2022) suggested that digital OOF forms are typically developed in places as contrasting to on roads. It is stated that in contemporary times, programmatic digitalized OOH which automates marketing dealings and distribution similar to numerous online advertising, has become prevalent. This means OOH advertising has been integrated into demand-side networks used by digital professionals around the world. It can mainly entail lively and cooperative content distribution that must be entirely leveraged in the future. It is stated further that with the lively and programmatic content in the industry, numerous businesses may have greater attainment in the development of the OOH environment (Gupta et al., 2022).
It is found by Andrew et al. (2019) that the OOH industry has significantly capitalized on a digital transformation assisting to relight excitement among marketing professionals by making OOH advertising more innovative, collaborative, and targeted. In contemporary times, the OOH advertising market is deemed as the vigorous combination of digitalized screens, street furniture, billboards, and so on which involve clients during the surged time consumed with media external of their homes. Digital screens at present have substituted various conventional static signs, with the ability to demonstrate video and animated advertisements. It is asserted that such definite digital OOH settings enable marketers to niche target their campaigns as per their intended audiences. Another scholar found that internationally, digital OOH can lead to producing a great return on investment (ROI) in relation to online advertising. It is found that new innovations like programmatic digital OOH advertising enable media purchasers to buy outdoor advertising with aspects identical to those of digitalized online marketers, however without the capability for audiences to evade or block the message (Babst et al., 2020).
It indicates the development of knowledge and the nature of the know-how. There are four types of research philosophies namely positivism, interpretivism, critical realism; and pragmatism. This study will employ the interpretivism paradigm which relies on naturalized techniques like interviews and is supposed to support qualitative research and data collection. Because of the subjective attitude of the study, the interpretivism paradigm will be most suitable. This is chosen since the paradigm will enable the researcher to enter the social world of its research subjects and understand their world from their perspectives (Alharahsheh & Pius, 2020).
There are two different research approaches named as inductive (formation of novel theories); and deductive (testing of current theories). There is no doubt that quantitative study is usually recognized with the deductive strategy entailing fixed data gathering which requires massive samples to derive inferences from the mathematical tests since the scholars' aims lie in validating or disproving the theories. On the other side, for the qualitative study, using an inductive approach is more often the case. The scholar for this study will choose the inductive approach since it will enable him to extrapolate inferences understood from the findings by figuring out themes that generate novel theories (Proudfoot, 2023).
The research strategy indicates a usual plan of how the scholar will start responding to the study questions. There are two major research strategies namely qualitative and quantitative. Aligning with the interpretivism paradigm, the scholar will adopt a qualitative research strategy to investigate the reality by involving in-depth interviews. This strategy of qualitative interview is chosen since it is more successful to procure reliable accounts of the respondents’ experiences in relation to other strategies. This will henceforth reduce the chance of social desirability bias occurrence. The intention of the qualitative research strategy is to form wider conclusions that entail depending on numerous data featuring outcomes captured from a massive sample of various respondents (Kaur et al., 2019).
It shows the nature of the research questions which figures out the content of the study, respondents, and the data type needed for the study. It is aimed at making decisions on what will be monitored, and how. There are three types of research designs: exploratory, descriptive, and explanatory. This study will employ exploratory design since such studies are valuable to examine what is occurring, novel understandings; and an event in a novel light. This design is useful when the actual nature of the problem is unknown and clarification is required. Also, it is chosen since the exploratory research design is more flexible and adjustable to variations (Hassan et al., 2020).
The data will be collected using both primary and secondary sources. It is previously reflected that a qualitative approach will be chosen in the form of in-depth interviews. This primary method will have the capability to offer much more comprehensive information than is typically probable via other data collection techniques. This method is chosen since it has the strength to produce views from academically rich informational sources. A set of semi-structured interviews will be chosen as the primary technique of data gathering that is supposed the most suitable for exploratory research. This will enable both the flexibility to dig into novel subjects from the viewpoint of every respondent and provide them with the independence to respond to the questions in a manner that makes the most sense to them. The secondary data will be chosen using sources such as peer-reviewed journal articles, online articles, books, newspapers, industry reports, government websites, and so on (Romero et al., 2019).
The sample size to be considered for the study will be five participants for the interview. Moreover, The participants will be chosen from digital OOH professionals; OOH media experts; and other industry experts. A large sample size is not needed for exploratory qualitative research with an inductive approach since the goal is to collect depth-in perceptions of a situation in a definite setting, and not to generalize information to the massive population. The chosen sampling technique will be purposive sampling. This will allow the scholar to utilize his individual judgments and knowledge while choosing the participants for the interview study (Thomas, 2022).
It is needed to contribute meanings to the outcomes and elucidate their prominence to research questions and goals. For this study, the thematic analysis of the technique will be employed for the analysis of collected data. It will allow the scholar to identify themes in the data and cross-reference such data with current research in the area to make inferences or theories. Moreover, it is chosen since it is ideal for qualitative data analysis. This technique will lead to yield interview transcripts that will assist the researcher in more complete comprehension of the perspectives of the respondents to visualize the occurrence of digitalized OOH advertising through their eyes (Kiger.& Varpio, 2020).
In order to secure anonymity and confidentiality, every interview will be saved as an independent work file with a filename selected that the scholar might easily identify. The choice of participants in the interview will be entirely on a voluntary base. Since the interview will be recorded, explicit consent will be sought from all respondents before the commencement of interviews via a signed written agreement. At the very start, respondents will be offered surety of the confidentiality of the whole data-gathering procedure. The respondents will further be provided with the chance to access, validate, and withdraw both themselves or any data from the research. Also, the questions of the interview will be sent to every respondent before the conduct of the interview with a view to ensure no surprises offering respondents progressive notice and putting the interviewees at ease (Pietilä et al., 2020).
Alharahsheh, H. H., & Pius, A. (2020). A review of key paradigms: Positivism VS interpretivism. Global Academic Journal of Humanities and Social Sciences , 2 (3), 39-43.
Andrew, H., Haines, H., & Seixas, S. (2019). Using neuroscience to understand the impact of premium digital out-of-home media. International Journal of Market Research , 61 (6), 588-600.
Andrew, H., Haines, H., & Seixas, S. (2019). Using neuroscience to understand the impact of premium digital out-of-home media. International Journal of Market Research , 61 (6), 588-600.
Babst, M., De Jager, J., & Roux, T. (2020). Measuring the effectiveness of out-of-home advertising campaigns in South Africa. Communicare: Journal for Communication Sciences in Southern Africa , 39 (1), 33-55.
Cho, J., Cheon, Y., Jun, J. W., & Lee, S. (2022). Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework. International Journal of Advertising , 41 (3), 500-518.
Dash, M., & Sharma, K. (2019). Marketing response modelling: Impact of digital marketing for a luxury car brand. Journal of Creative Communications , 14 (3), 254-270.
Erlangga, H. (2021). Effect of digital marketing and social media on purchase intention of Smes food products. Turkish Journal of Computer and Mathematics Education (TURCOMAT) , 12 (3), 3672-3678.
Gupta, D. K., Biswas, A. K., Sukhwal, A., & Karnal, M. (2022). OOH'Morphs to'DOOH': AdOnMo Sets Advertising from Motionless to Motion. South Asian Journal of Management , 29 (1).
Hassan, S. A., & Khairuldin, W. M. K. F. W. (2020). Research Design Based on Fatwa Making Process: An Exploratory Study. International Journal of Higher Education , 9 (6), 241-246.
Husu, M. (2022). The purchasing behavior of professional buyers in out of home industry: The significance of price in the purchasing behavior.
Kaur, N., Vedel, I., El Sherif, R., & Pluye, P. (2019). Practical mixed methods strategies used to integrate qualitative and quantitative methods in community-based primary health care research. Family practice , 36 (5), 666-671.
Kiger, M. E., & Varpio, L. (2020). Thematic analysis of qualitative data: AMEE Guide No. 131. Medical teacher , 42 (8), 846-854.
Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising , 39 (3), 332-341.
Mposi, Z. S., & Roux, T. (2020). TOWARDS A CONCEPTUAL FRAMEWORK FOR CONTEMPORARY DIGITAL OUT-OF-HOME ADVERTISING MEDIA. Journal of Global Business and Technology , 16 (2), 18-30.
Nath, N. J., & Tamuli, G. (2022). Exploring the challenges and prospects of healthcare reporting in India’s Hinterland. Observatorio (OBS*) , 16 (3).
Nelson, M. R., Ahn, R. J., Ferguson, G. M., & Anderson, A. (2020). Consumer exposure to food and beverage advertising out of home: An exploratory case study in Jamaica. International journal of consumer studies , 44 (3), 272-284.
Pietilä, A. M., Nurmi, S. M., Halkoaho, A., & Kyngäs, H. (2020). Qualitative research: Ethical considerations. The application of content analysis in nursing science research , 49-69.
Proudfoot, K. (2023). Inductive/Deductive hybrid thematic analysis in mixed methods research. Journal of Mixed Methods Research , 17 (3), 308-326.
Puspikawati, S. I., Dewi, D. M. S. K., Astutik, E., Kusuma, D., Melaniani, S., & Sebayang, S. K. (2021). Density of outdoor food and beverage advertising around gathering place for children and adolescent in East Java, Indonesia. Public Health Nutrition , 24 (5), 1066-1078.
Romero, D., Kwan, A., & Suchman, L. (2019). Methodologic approach to sampling and field-based data collection for a large-scale in-depth interview study: The Social Position and Family Formation (SPAFF) project. PloS one , 14 (1), e0210776.
Shourangiz, A., Biabani, H., & Ranjbar, M. H. (2021). Assessing the Out-Of-Home Advertising Model of Consumer Products (Case study of food industry in Fars province). Journal of System Management , 7 (4), 137-161.
Thomas, F. B. (2022). The role of purposive sampling technique as a tool for informal choices in a social Sciences in research methods. Just Agriculture , 2 (5), 1-8.
Utomo, Y. (2019). EFFECTIVENESS OF BUSINESS TRANSFORMATION STRATEGY TO INCREASING COMPANY'S INCOME IN PRODUCTS DOOH (DIGITAL OUT OF HOME) IN PT. METRA DIGITAL MEDIA. Tibuana , 2 (01), 33-37.
Wang, L., Yu, Z., Yang, D., Ma, H., & Sheng, H. (2019). Efficiently targeted billboard advertising using crowdsensing vehicle trajectory data. IEEE Transactions on Industrial Informatics , 16 (2), 1058-1066.
Wilson, R. T. (2023). Out-of-Home advertising: A systematic review and research agenda. Journal of Advertising , 52 (2), 279-299.
Yassin, A. K. (2023). Anamorphic Illusion Technology and its Creative Applications in Digital out Door Advertising. International Design Journal , 13 (2), 21-30.
You Might Also Like:-
Follow These 8 Steps to Develop an Effective Marketing Campaign
Role Of Emotions In Advertising - Literature Review Assessment Answer
1,212,718Orders
4.9/5Rating
5,063Experts
Turnitin Report
$10.00Proofreading and Editing
$9.00Per PageConsultation with Expert
$35.00Per HourLive Session 1-on-1
$40.00Per 30 min.Quality Check
$25.00Total
FreeGet
500 Words Free
on your assignment today
Get
500 Words Free
on your assignment today
Request Callback
Doing your Assignment with our resources is simple, take Expert assistance to ensure HD Grades. Here you Go....
Speak directly with a qualified subject expert.
Get clarity on your assignment, structure, and next steps.
In this free session, you can:
+61 480 015 851
+61 480 015 851
Get It On WhatsApp