Konzeptionelle Grundlagen der OOH-Werbung und digitale Transformation im Marketing bei KMUs

Abstract

In times of growing digitalization, companies are increasingly faced with the challenge of adapting traditional marketing strategies. Out-of-home (OOH) advertising in particular, which was traditionally characterized by static advertisements and posters, is undergoing a profound transformation thanks to digital technologies such as digital out-of-home (DOOH). For small and medium-sized enterprises (SMEs), there are opportunities to increase brand awareness and reach a cost-efficient manner. However, they often lack the resources and technical know-how to exploit this potential. The central problem of this thesis is to analyze how SMEs can effectively use digitalization in the field of OOH advertising to stay ahead of the competition and achieve their marketing goals. This thesis is divided into five chapters. The first chapter sets out the problem and the objectives, followed by the methodological approach, which is based on a comprehensive literature review. Chapter two looks at the conceptual foundations of OOH advertising, including classic and digital components. The digital transformation in marketing is discussed in the third chapter. It explains how data-driven technologies such as programmatic advertising and location-based marketing are changing advertising in the long term. Chapter four examines the synergies between traditional OOH advertising and digital marketing strategies in the context of SMEs. It also shows how the combination with social media or mobile marketing can optimize reach and increase interaction rates. Practical recommendations for integrating them into the digital marketing mix are also presented. Chapter five concludes the work with a conclusion. The methodology is based on a systematic literature research including current scientific studies and market analyses. It shows that SMEs can benefit significantly from an increase in reach and an improved target group approach by implementing digital technologies in outdoor advertising. Programmatic advertising enables the data-driven display of content in real time. Locationbased marketing, in turn, increases the effectiveness of advertising content by using it in a targeted manner at highly frequented locations. Another key finding of the study is that cross-media strategies significantly increase interaction rates and also bring about a measurable increase in brand awareness. SMEs in particular can reach larger target groups with limited resources by using hybrid approaches. In addition, the integration of digital tracking and analysis methods allows the success of advertising campaigns to be precisely measured and flexibly adapted. For small and medium-sized companies, this means increased effectiveness and transparency while minimizing wastage. The work underlines that the digital transformation of OOH advertising can be a long-term and sustainable success factor in the marketing mix of SMEs.

Date of Award	2025
Original language	German (Austria)
Supervisor	Markus-Maximilian Eiselsberg (Supervisor)