An Exploratory Study on the Role of Digital Out-of-Home Advertising Content in the Reconfiguration of Urban Space

This study explores the role of digital out-of-home advertising content in facilitating citizen participation and experience within the context of urban space reconfiguration. Six innovative cases, including award-winning campaigns from international advertising festivals, were selected to comparatively analyze various media strategies involving AI, data, and citizen engagement. The findings demonstrate that digital out-of-home advertising content contributes to realizing social and cultural values in urban spaces, going beyond the simple delivery of advertisements. Through the analysis, diverse roles of digital out-of-home advertising content—such as encouraging citizen participation and interaction, providing personalized experiences, and promoting social action—were identified. These results confirm that digital out-of-home advertising content serves as a key medium for making urban spaces smarter and more experiential. For future research, it is suggested that empirical effect analysis should be accompanied by ethical and environmental considerations.