Urban screens and citizen participation
Audiovisual strategies and interaction in digital out-of-home advertising
DOI:
https://doi.org/10.65598/rps.6283Keywords:
DOOH, digital out-of-home advertising, audiovisual communication, citizen interaction, urban spaceAbstract
This research analyses the transformation of contemporary outdoor advertising following the expansion of the Digital Out-of-Home (DOOH) ecosystem in Spain, examining the audiovisual, interactive and socio-spatial strategies of urban digital campaigns. The research adopts an exploratory-descriptive design based on mixed-methods content analysis of a purposive sample of 64 prominent campaigns developed between 2023 and 2025. To this end, an analysis form was designed to code variables linked to the type of audiovisual content, the timing of the message, the communicative function of the audiovisual material and the expected modes of interaction. The results reveal an ‘audiovisualisation’ of DOOH, characterised by the predominance of animation and recorded video in expository and immersive functions. Despite the medium’s technological potential, passive observation prevails over active participation, highlighting a gap between the medium’s interactive capacity and its creative implementation. Furthermore, a dual logic is identified in the use of urban space: large-format screens prioritise urban spectacle, whilst proximity media enhance strategies of dynamic contextualisation through real-time data. Thus, DOOH is evolving towards a programmable and contextual system, although it remains dominated by traditional broadcasting and visual impact logics.
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