공공 커뮤니케이션 매체로서 OOH미디어의 활용 방안에 관한 연구

Abstract

With the rapid growth of outdoor industry, out-of-home(OOH) media has been widely used as the channel of commercial advertising. However, the use of OOH media as the channel of public communication is limited. For the continuous and sustainable growth of OOH media industry, various ways of utilizing OOH media that contribute to the social interests and public benefits should be discussed. This study examines a variety of ways that OOH media can be used in public communication campaigns. This study suggests that OOH media can be used to effectively announce and promote the government’s policy, improve public safety, support culture and tourism business, provide public information, enhance public education, and prevent national disasters. Also, several campaigns that were awarded in Cannes Lions for their successful use of OOH media for public campaigns are presented. From the Cannes Lions Award Winning works, this study proposes creative strategies that maximize the impact of OOH media as the channel of public communication. Finally, this study provides practical implications for OOH media industry and practitioners.