Sustainable OutdoorAdvertising: The Importance of Digital Screens in Urban Sustainability and in Out-of-Home Advertising

Abstract

This research explores the influence of digital out-of-home advertising (DOOH advertising) on public spaces from multiple angles, including aesthetic, social, symbolic, and environmental perspectives. It proposes a model of sustainable implementation for DOOH advertising based on five pillars: 1) urban integration and adaptation to the context, 2) shared value, 3) long-term sustainability, 4) reduced ecological impact, and 5) cultural and symbolic significance. All of this needs to be addressed in a systemic way and through a perspective of corporate citizenship. In addition, this work analyses the importance of digital out-of-home advertising in urban areas and studies the effects that digital screens have on public space taking into account their aesthetic, social and symbolic function, their capacity to generate an innovative image and their importance in the sustainability of public spaces as a facilitator of citizen engagement and social gatherings.