Digital Out-of-Home Advertising and Brand Recall in Cities

A Scopus Literature Review.

Authors

DOI:

https://doi.org/10.62161/sauc.v12.6223

Keywords:

Digital Out Home, Publicidad digital externa, DOOH, Publicidad externa, Publicidad digital, Brand recall, Recall, Brand, Cities

Abstract

The aim is to establish the relationship between digital out-of-home (DOOH) advertising and brand recall in cities. Sixty-five articles indexed in the Scopus database were analysed using the PRISMA method. The most prominent technologies and techniques in DOOH include programmatic automation, digital signage, extended reality and the Internet of Things (IoT), offering advantages such as real-time dynamic creative optimisation (DCO), advanced segmentation, omnichannel integration, less intrusive content and the seamless integration of advertisements into their surroundings, thereby increasing conversion and engagement. DOOH enhances the recognisability of a place by strengthening its image and increasing its value, with positive experiences, visual stimuli, strategic location and the way advertising pieces are displayed emerging as decisive factors. DOOH represents a technological evolution in out-of-home advertising and constitutes a strategy for consolidating more conscious and memorable connections with cities.

Downloads

Download data is not yet available.

Global Statistics ℹ️

Cumulative totals since publication
0
Views
0
Downloads
0
Total
Downloads by format:
PDF (Español (España)) 0 PDF 0

References

Abad, E., Thrasher J., Arillo, E., Pérez, R., Barrientos, I., Kollath, C., Mejía, R. & Sargent, J. (2016). Recall, appeal and willingness to try cigarettes with flavour capsules: assessing the impact of a tobacco product innovation among early adolescents. Tobacco Control, 25(2), 113-119. https://doi.org/10.1136/tobaccocontrol-2015-052805

Baumann, C., Hamin, H. & Chong, A. (2015). The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG. Journal of Retailing and Consumero Services, 23, 21-31. https://doi.org/10.1016/j.jretconser.2014.11.003

Baungratz, L., & Casarin, V. (2024). Reflexões sobre a mídia exterior em paisagens preservadas. InfoDesign, 21(2). https://doi.org/10.51358/id.v21i2.1146

Baungratz, L., & Casarin, V. (2022). A mídia exterior na paisagem urbana: estudos recentes. InfoDesign, 19(2). https://doi.org/10.51358/id.v19i2.948

Biscaia, R., Correia, A., Ross, S. & Rosado, A. (2014). Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans. International Journal of Sports Marketing and Sponsorship, 16(1), 2-18. https://doi.org/10.1108/IJSMS-16-01-2014-B002

Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2015). How audience and disclosure characteristics influence memory of sponsorship disclosures. International Journal of Advertising, 34(4), 576-592. https://doi.org/10.1080/02650487.2015.1009347

Brasel, S. & Gips, J. (2014). Enhancing television advertising: same-language subtitles can improve brand recall, verbal memory, and behavioral intent. Journal of the Academy of Marketing Science, 42(3), 322–336. https://doi.org/10.1007/s11747-013-0358-1

Breva-Franch, E., Olivares-Delgado, F., & Benlloch Osuna, M. T. (2023). Sustainable outdoor advertising: A professional point of view from Spain, 14(1), 1-7. https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.7

Breva-Franch, E., & Camacho, M. M. (2016). El desarrollo de las ciudades desde la publicidad exterior y las neurociencias. Opción: Revista de Ciencias Humanas y Sociales, (7), 231-247. https://www.redalyc.org/comocitar.oa?id=31048480016

Breves, P., & Schramm, H. (2019). Good for the feelings, bad for the memory: the impact of 3D versus 2D movies on persuasion knowledge and brand placement effectiveness. International Journal of Advertising, 38(8), 1264–1285. https://doi.org/10.1080/02650487.2019.1622326

Calderón, S., Caviedes, S. & Chaparro. R. (2018). Branding sensorial y recordación de marca en adolescentes. Estudio de caso Colombia. Tendencias en la Investigación Universitaria. Una visión desde Latinoamérica, 3, 94-121. https://dialnet.unirioja.es/servlet/articulo?codigo=7785394

Campbell. C., Sands, S. & Ferraro, C. (2020). How dark stories boost recall. Journal of Strategic Marketing, 31(7), 1279–1295. https://doi.org/10.1080/0965254X.2020.1755352

Chiquito, C. A., & Yance, K. T. (2019). Diseño de un sistema de vallas publicitarias tipo prisma para promocionar productos y servicios en la ciudad de Guayaquil-Ecuador. Revista Espacios, 40, 16. https://www.revistaespacios.com/a19v40n16/19401605.html

Condemarín-Seminario, R., Balabarca-Fataccioli, R., & Gallardo-Echenique, E. (2024). Arte y publicidad para transformar el espacio público. Revista Ibérica de Sistemas e Tecnologias de Informação, (E66), 13-25. https://www.risti.xyz/issues/ristie66.pdf

Cuc, S.; Secan, C. (2024). Environmental Considerations and Sustainable Solutions for Outdoor Advertising Banners. Sustainability, 16, 5366. https://doi.org/10.3390/su16135366

Davtyan, D., Stewart, K. & Cunningham, I. (2016). Comparing brand placements and advertisements on brand recall and recognition. Journal of Advertising Research, 56(3), 299-310. https://doi.org/10.2501/JAR-2016-036

Del Vecchio, D. Jones, W. & Lee Baugh. (2023). From easy to known: How fluent brand processing fosters self-brand connection. Psychology y Marketing, 41(4), 754-777. https://doi.org/10.1002/mar.21951

Erfgen, C., Zenker, S. & Sattler, H. (2015). The vampire effect: When do celebrity endorsers harm brand recall? International Journal of Research in Marketing, 32(2), 155-163. https://doi.org/10.1016/j.ijresmar.2014.12.002

Felisberto, L., & Casarin, V. (2024). The influence of digital out-of-home media on driver perception and driving: an integrative literature review. InfoDesign, 21(3). https://doi.org/10.51358/id.v21i3.1172

Fidelis, B., Oliveira, J., Giraldi, J. & Santos, R. (2017). Sexual appeal in print media advertising: effects on brand recall and fixation time. Research Journal of Textile and Apparel, 21(1), 42-58. https://doi.org/10.1108/RJTA-12-2016-0033

Florian, O. & Flores, C. (2021). Modelo de Gestión Comercial para la Recordación de Marca en una Empresa PYME del Sector Calzado: Contexto COVID-19. Ideas to Overcome and Emerge from the Pandemic Crisis: Proceedings of the 1st LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development. 1-10. https://doi.org/10.18687/LEIRD2021.1.1.10

Fondevila-Gascón, J.F, Gutiérrez-Aragón, Ó., Vidal-Portés, E., Pujol, O. (2023). Influencia del neuromarketing en la percepción de carteles publicitarios: factores determinantes en la atención. Gráfica, 11(22), 133_143. https://doi.org/10.5565/rev/grafica.256

Fuentes-Santos P., Bustos Díaz J., Martin-Vicario L. & Papaoikonomou E. (2025). Publicidad Programática y Entorno Cookieless: Un Análisis de Contenido en los Medios Españoles. Estudios sobre el Mensaje Periodístico, 31(1), 237-251. https://doi.org/10.5209/emp.97396

García Carrizo, J. (2023) City and communication: Effects and functions of digital advertising screens in the Gran Vía of Madrid | Ciudad y comunicación: Efectos y funciones de las pantallas digitales publicitarias en la Gran Vía Madrileña. Área Abierta, 23(3), 185–202. https://revistaprismasocial.es/ps/article/view/1267

Hernandez, M. & Minor, M. (2014). False recall of brands in advergames: a cross-country comparison. Journal of Research in Interactive Marketing, 9(1), 54-69. https://doi.org/10.1108/JRIM-11-2013-0075

Herrawing, L. & Poels, K. (2015). The impact of social setting on the recall and recognition of in-game advertising. Computers in Human Behavior, 53, 544-555. https://doi.org/10.1016/j.chb.2014.06.012

Huang, M., Fang, Z., Weibel, R., Zhang, T., & Huang, H. (2020). Dynamic optimization models for displaying outdoor advertisement at the right time and place. International Journal of Geographical Information Science, 35(6), 1179–1204. https://doi.org/10.1080/13658816.2020.1823396

Kakei, S. (2019). A Study of Brand Recall in Thailand. ABAC Journal, 39(3), 17-41. http://doi.org/10.15722/jds.22.10.202410.65

Keller, K. (2008). Strategic brand management: Building, measuring, and managing Brand equity (3rd ed.). New Jersey: Pearson Education.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.2307/1252054

Kilijanek, A. & Ozga, W. (2022). Impact of various types of provocative advertisements on brand recall and attention engagement: Pilot study report. Applied Cognitive Psychology, 36(4), 946-953. https://doi.org/10.1002/acp.3956

Kotler, & Keller. (2012). Dirección de Marketing. Cámara Nacional de la Industria Editorial Mexicana.

Kotler, P. & Keller, K. (2006). Dirección de Marketing (12° ed.). Pearson Education.

Kwon, J. (2024). Development and Utilization of Smart Projected Beam Advertising System for Public Transportation. Tehnički glasnik, 18 (1), 108-114. https://doi.org/10.31803/tg-20230224094437

Lee, S. & Baack, D. (2014). Meaning or Sound? The Effects of Brand Name Fluency on Brand Recall and Willingness to Buy. Journal of Promotion Management, 20(5), 521–536. https://doi.org/10.1080/10496491.2014.946203

Lee, J. & Davis, L. (2014). Deliver knowledge or touch the mind? The effect of informational and emotional advertisement strategy on fashion sportswear brand attitude and recall. Journal of Global Fashion Marketing, 5(2), 135-148. http://dx.doi.org/10.1080/20932685.2013.878109

Leng, H., Rozmand, I., Low, Y. & Phua, Y. (2021). Effect of Social Environment on Brand Recall in Sports Video Games. International Journal of Gaming and Computer-Mediated Simulations, 13(1), 1-11. https://doi.org/10.4018/IJGCMS.20210101.oa1

Lyu, D., Manas-Viniegra, L., & Xu, Z. (2025). Visual attention differences toward football stadium’s naming rights: an eye tracking study. Asia Pacific Journal of Marketing and Logistics, 37(1), 189-209. https://doi.org/10.2307/1252054

Marx, T., Welle, G., & Gier-Reinartz, N. R. (2025). Enhancing virtual reality experiences in grocery retailing: the impact of audio priming on spatial presence and retailer outcomes. The International Review of Retail, Distribution and Consumer Research, 1–25. https://doi.org/10.1080/09593969.2025.2512303

Mena, A. & Arbaiza, F. (2024). Más allá del Match: Impacto de la Publicidad en Tinder en la Recordación de Marca en Jóvenes Peruanos. Revista Ibérica de Sistemas e Tecnologias de Informação, (E68): 388-397. https://www.risti.xyz/issues/ristie68.pdf

Meng Huang, Zhixiang Fang, Robert Weibel, Tao Zhang & Haosheng Huang. (2021) Dynamic optimization models for displaying outdoor advertisement at the right time and place, International Journal of Geographical Information Science, 35:6, 1179-1204, https://doi.org/10.1080/13658816.2020.1823396

Mposi, Z. S., Roux, T., & van Zyl, D. (2025). Content and Process as Motivational Factors in Digital Out‐of‐Home Media: The Mediating Role of Interaction in User Experience. Human Behavior and Emerging Technologies, (1), 8820265. https://doi.org/10.1155/2024/3984159

Naderer, B., Matthes, J. & Bintinger, S. (2021) It is just a spoof: spoof placements and their impact on conceptual persuasion knowledge, brand memory, and brand evaluation, International Journal of Advertising, 40(1), 106-123, https://doi.org/10.1080/02650487.2020.1793632

Natarajan, T., Balasubramaniam, S., Stephen, G., Inbaraj, D. & Kasilingam, D. (2018). The influence of audience characteristics on the effectiveness of brand placement memory. Journal of Retailing and Consumer Services, 44, 134-149. https://doi.org/10.1016/j.jretconser.2018.06.008

Núñez-Pacheco, R., López-Pérez, B.-E., & Aguaded, I. (2022). Diseño emocional e inmersión en videojuegos narrativos. El caso de Detroit: Become Human. Palabra Clave, 25(4), e2543. https://doi.org/10.5294/pacla.2022.25.4.3

Othman, N. H., Baharuddin, S. A., & Hassan, B. R. A. (2020). Papan iklan luar dan pemilihan sosial: Kajian kes papan iklan di Lebuhraya Elite Expressway E608. Jurnal Komunikasi, 36(4), 258-281. https://doi.org/10.17576/JKMJC-2020-3604-16

Palomo-Domínguez, I., & Zemlickienė, V. (2022). Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts. Sustainability, 14(3), 1090. https://doi.org/10.3390/su14031090

Pedro, J., & Camañez García, G. (2023). Series de televisión y publicidad exterior: vídeo bajo demanda en la ciudad contemporánea. Fonseca, Journal of Communication, 26, 303-326. https://doi.org/10.14201/fjc.31219

Pérez, F. L., & Labandeira, S. T. (2017). La Influencia Del Diseño Exterior Del Establecimiento Comercial En La “Venta Libre” De La Oficina De Farmacia. Revista Galega de Economía, 26(2), 59-76. https://www.redalyc.org/articulo.oa?id=39152751004

Piątkowska, M., & Gocłowska, S. (2016). Classification of ambush marketing methods in sport–evidence from the 2012 UEFA European championship. International Journal of Contemporary Management, 15 (1), 131. https://doi.org/10.4467/24498939IJCM.16.007.4840

Rabanal-Chávez, E., Campos-Vásquez, N., Pérez-Heredia, C. M., Manturano-Chipana, R. K., & Diaz, M. a. D. (2022). Internet of Things (IoT) – scope, applicability and communication models. Proceedings of the 20th LACCEI International Multi-Conference for Engineering, Education and Technology: “Education, Research and Leadership in Post-pandemic Engineering: Resilient, Inclusive and Sustainable Actions.” https://doi.org/10.18687/laccei2022.1.1.652

Rao, A., Nandineni, R. D., Shetty, R. S., Mallaiah, K., & Kamath, G. B. (2025). Enhancing Walkability for Older Adults: The Role of Government Policies and Urban Design. Infrastructures, 10(4), 77. https://doi.org/10.3390/infrastructures10040077

Roslan, M. M., & Fadzil, L. M. 6LOWPAN Equipped Streetlight with Digital Displays Redefines Pedestrian Advertising: An Emphasis on Cyber Security. International Journal of Electrical and Electronics Engineering. 12(5):353-374. https://doi.org/10.14445/23488379/IJEEE-V12I5P127

Roux, A. T., Wannenburg, E., & Manetje, T. V. (2024). The Environment and Features of Digital Place‐Based Media at Minibus Taxi Ranks as Nontraditional Advertising Media. Advances in Human‐Computer Interaction, (1), 3984159. https://doi.org/10.1155/2024/3984159

Sanz, R. B. (2016). Publicidad exterior, vandalismo y contrapublicidad. Algunos casos para el análisis. Opción, 32(11), 34-53. https://www.redalyc.org/pdf/310/31048902004.pdf

Solís, F. M. (2016). La metáfora visual, elemento comunicador de las marcas en la publicidad exterior. Prisma Social, (17), 116-139. https://revistaprismasocial.es/ps/article/view/1279

Seo, HW., Kim, SH., Ryu, SG. et al. Development of an offline OOH advertising recommendation system using negative sampling and deep interest network. Multimed Tools Appl 83, 11943–11955 (2024). https://doi.org/10.1007/s11042-023-16083-5

Smith, W., Pitts, R., Mack, R. & Smith, J. (2016). Don't be one more logo on the back of the T-shirt: Optimizing sponsorship recall. Journal of Convention & Event Tourism, 17(2), 75-94. http://dx.doi.org/10.1080/15470148.2015.1059782

Suárez-Carballo, F., Galindo-Rubio, F., y Martín-Sanromán, J. R. (2024). Estrategias visuales de los carteles cinematográficos en las principales plataformas de Video On Demand (VOD) en España. Revista Mediterránea de Comunicación, 15(1), 201-216. https://www.doi.org/10.14198/MEDCOM.25490

Tan Y-F, Leow M-C and Ong L-Y (2024). Evaluation of the extended TAM for digital signage augmented roadshow (DiSAR) using PLS-SEM. Front. Comput. Sci. 6:1449908. https://doi.org/10.3389/fcomp.2024.1449908

Tan, S. & Pyun, D. (2019). The Effectiveness of Sponsorship of the F1 Singapore Grand Prix: Recall and Recognition. International Journal of Asian Business and Information Management, 9(1), https://doi.org/10.4018/IJABIM.2018010101

Urban, M., Avilés, D. J. V., Bojović, M., & Urban, K. (2020). Artificial, cheap, fake: Free associations as a research method for outdoor billboard advertising and visual pollution. Human Affairs, 30(2), 253-268. https://doi.org/10.1515/humaff-2020-0023

Vashisht, D. & Royne, M. B. (2016). Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge. Computers in Human Behavior, 63 (4), 162-169. https://doi.org/10.1016/j.chb.2016.05.022

Wang, J.L., Li, H.L. & Shan, S. (2020). Computer vision-based OOH audience measurement system. In Proceedings of the 20th International Conference on Electronic Business, 468-473. ICEB’20, Hong Kong SAR, China, December 5-8.

Widyo Harsanto, P., & Raras Satuti, K. (2023). Impact of Advertisements on Public Spaces and Environmental Aesthetics: Insights from Indonesia. Journal of the International Society for the Study of Vernacular Settlements, 10(9), 210-227. http://digilib.isi.ac.id/id/eprint/15249

Xu, Z., Cao, Y. & Matsuoka, H. (2024). The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage. Asia Pacific Journal of Marketing and Logistics, 36(8), 1801-1820. https://doi.org/10.1108/APJML-09-2023-0842

Zuza, L., & Ahtik, J. (2022). Analysis and design of animated posters. GRID-2022.

Downloads

Published

2026-09-03

How to Cite

Leiva Bazán, Z. D. (2026). Digital Out-of-Home Advertising and Brand Recall in Cities: A Scopus Literature Review. Street Art & Urban Creativity, 12(5), 103–119. https://doi.org/10.62161/sauc.v12.6223

Issue

Vol. 12 No. 5 (2026)

Section

Research articles

License

Copyright (c) 2026 Authors retain copyright and transfer to the journal the right of first publication and publishing rights

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.

Those authors who publish in this journal accept the following terms:

  1. Authors retain copyright.

  2. Authors transfer to the journal the right of first publication. The journal also owns the publishing rights.

  3. All published contents are governed by an Attribution-NoDerivatives 4.0 International License.
    Access the informative version and legal text of the license. By virtue of this, third parties are allowed to use what is published as long as they mention the authorship of the work and the first publication in this journal. If you transform the material, you may not distribute the modified work.

  4. Authors may make other independent and additional contractual arrangements for non-exclusive distribution of the version of the article published in this journal (e.g., inclusion in an institutional repository or publication in a book) as long as they clearly indicate that the work was first published in this journal.

  5. Authors are allowed and recommended to publish their work on the Internet (for example on institutional and personal websites), following the publication of, and referencing the journal, as this could lead to constructive exchanges and a more extensive and quick circulation of published works (see The Effect of Open Access).