Out-of-home advertising: a bibliometric review

Abstract

OOH advertising has received significant interest from scholars and practitioners for its synergistic potential with digital media and its lead role in many campaigns. A bibliometric analysis, which uses citation patterns and publication data, quantitatively assesses the intellectual structure of the OOH advertising literature to better facilitate knowledge dissemination for scholars and practitioners. The study reviews 343 articles found within the Scopus database and finds the literature is appreciably multidisciplinary. The impact of authors, articles, and journals within the literature are explored, and its theoretical underpinnings and concepts are identified.

Keywords:

• Advertising
• ambient advertising
• billboards
• out-of-home advertising
• outdoor advertising
• place-based advertising
• public policy
• street furniture
• bibliometric review
• transit advertising

Disclosure statement

No potential conflict of interest was reported by the authors.