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□ A Study on Analysis of Creative Type of Digital OOH
Advertising and Its Activation Plan
In this study, the creative types of digital OOH (Out of Home) advertising were
classified from the perspective of the audience, and the advertising effects were
verified for college students according to the classification types. The study
results are as follows. First, the creative types of digital signage advertising are
classified into six types; near distance non-experiential type, near distance
experiential type, long distance non-experiential type, long distance experiential
type, public communication type, and private communication type according to the
perception aspect of the audience and the purpose of communication of the
advertising. Second, among the six types, the advertising effect was found to be
particularly high in the ‘near experiential public communication type.’ Third, in the
digital signage ad type, the higher the perception of advertising creativity, color
adequacy, and digital properties, the higher the advertising effect, and the
recognition of adequacy of layout had an effect only on near distance experiential
private communication type. Fourth, individual innovation propensity did not affect
the classified type of advertising effect, but advertising involvement was found to
have an effect on the advertising effect in the near distance and long distance
non-experiential types. Based on the research results, practical implications for
the creative strategy of digital OOH advertising were presented.
□ Key words: Digital signage, OOH advertising, Creative, Advertising effect,
Outdoor advertising Experience, Communication

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