https://orcid.org/0000-0002-7951-4500
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Abstract
Out-of-home (OOH) advertising is an important and prominent component in many advertising campaigns. Yet the medium is underresearched, and scholarly research is highly fragmented. The purpose of this systematic review is to consolidate the extant OOH advertising literature, identify gaps within and among the disparate and multidisciplinary research streams, and offer a theoretically grounded agenda to stimulate interest in OOH advertising research. The review includes 454 articles spanning 104 years. Research results are divided between ad management and public policy topics, and 20 research questions are presented to move scholarly research forward.
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Rick T. Wilson
Rick T. Wilson (PhD, Saint Louis University) is an associate professor of marketing, Texas State University.