The Environment and Features of Digital Place‐Based Media at Minibus Taxi Ranks as Nontraditional Advertising Media
A. T. Roux,
E. Wannenburg,
T. V. Manetje
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 th… Show more
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