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Drifting between Counting Atoms and Telling Stories: Quantitative and Qualitative Ambient OOH Media Planning Guidelines for Emerging Economies

ABSTRACT Currently, no guidelines exist to plan ambient out-of-home media in emerging economies. This study is one of the first to explore ambient out-of-home media from a media professional viewpoint. The findings revealed that practitioners in South Africa design campaigns to tell engaging stories in a social context that allows consumers to engage with the medium and the message, rather than just delivering mass media exposure and maximum audience reach. By reviewing the literature, illustrative cases, and obtaining insight from 20 experienced media professionals, this study offers guidelines on the qualitative and quantitative values when using ambient out-of-home media. The results of the research can be used to both appreciate and plan consumer-centered ambient out-of-home media in emerging economies.