Advertising Value of Digital OOH Media: Compared with Niche Analysis of Users’ Gratification of SNS

This study measured the niche of each medium and analyzed the competitive relationship between social media such as YouTube, Facebook, and Instagram and digital outdoor advertising(DOOH).A survey of 165 college students in Seoul and the metropolitan area extracted five factors related to media value: informativeness, entertainment, relationship, conformity, and annoyance.The research results were as follows.First, YouTube showed the widest deficit in all satisfaction factors, followed by Instagram, Facebook, and digital outdoor advertising.Second, due to examining niche overlap, the degree of overlap between YouTube and Facebook was high in conformity.Digital outdoor advertising showed a high degree of overlap with Facebook regarding entertainment.Third, due to competitive advantage analysis, YouTube showed a competitive advantage in all dimensions of information, entertainment, relationship, and conformity compared to Facebook, Instagram, and digital outdoor advertising.Digital outdoor advertising showed a competitive advantage over Facebook in terms of information and entertainment and had lower annoyance levels than YouTube and Facebook but relatively higher annoyance levels than Instagram.Based on the research results, implications for strengthening the competitiveness of digital advertising media focused on digital outdoor (OOH) media for the future advertising industries in Korea.