The Environment and Features of Digital Place-Based Media at Minibus Taxi Ranks as Nontraditional Advertising Media

Abstract

Despite the substantial growth in digital out-of-home media and the promising potential of digital place-based media, there is a limited understanding of this medium at minibus taxi ranks. The scholarly literature mostly neglects transit advertising's digital transformation, while practitioners are starting to recognize its potential. This paper bridges the academic-practitioner gap by reviewing digital place-based media's potential within minibus taxi ranks. The integrative review process involved defining the issue, detailing contributions and research questions, and synthesizing diverse sources into a conceptual framework. This framework comprehensively portrays the environment, distinguishes traditional and nontraditional media, and explores digital place-based media features. It offers guidelines for digital marketers, advertisers, and content managers, proposing future research areas in contextual factors, media comparisons, and DPB media features. Multiple aspects for future research are suggested across three distinct areas: contextual factors in transit media; comparative analysis of traditional and nontraditional media, focusing on their image, cost, integration with technologies, and human interaction with media; and examination of DPB media features, encompassing creativity in content creation and delivery, contextually relevant content, and digital programmatic content.