Digital Out-of-Home Media: Towards a Better Understanding of Means and Effects of Digital Media in Public Space

Digital out-of-home media and pervasive new technologies are bringing the internet experience into public spaces and stepping up the pace with which brands and products, as well as their virtual representations, penetrate urban environments. This article explores the phenomenon of todays pervasive advertising, as well as related perceptual foundations, and puts forward a typology for describing a range of applications deploying the emerging media infrastructure. It argues that the critical dimensions comprise the way in which pervasive concepts and creatives exploit both physical and social contexts by increasingly relying on effects of illumination, temporality and spatiality.