An Exploratory Study for the Advancement of Mobility Digital Out-of-Home Advertising: Focusing on Expert In-depth Interviews Regarding Taxi Top Advertising

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Key Points

This study aims to explore the current status and potential of digital taxi advertising and propose improvements for integrated advertising platforms in taxis.
Conducted in-depth interviews with 12 mobility advertising experts and PR academics.
Analyzed data based on grounded theory methodology.
Identified high visibility and mobility as causal factors for taxi advertising success.
Highlighted challenges including low ROI analysis convenience, safety issues from noise and light pollution, and regulatory imbalance.
Recommended targeted advertising based on passenger data and installation of FHD monitors to enhance passenger acceptance.

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Exploratory study uncovers challenges and potentials in taxi advertising, highlighting the need for integrated platforms.

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Kim et al. (2026) studied this question.

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