The Effectiveness of Digital Board Advertising Along MRT Railway Lines in Kuala Lumpur: A Conceptual Study on Motorist Engagement

Digital Out-of-Home (DOOH) advertising has become a dominant medium in urban environments, particularly when integrated with public infrastructure such as Mass Rapid Transit (MRT) systems. In Kuala Lumpur, digital boards mounted along MRT railway lines and stations are prominently visible to motorists on major roads and highways. These boards aim to capture the attention of thousands of drivers and passengers each day. This conceptual study examines the effectiveness of such advertising from the perspective of road users rather than commuters. It investigates how visibility, message clarity, motion design, environmental distractions, and travel conditions impact brand recall, perception, and behavioral influence. A conceptual framework is proposed to guide future empirical research and inform advertising strategy aimed at motorist audiences in urban transit corridors.