Research Article · Vol. 24, No. 2 (2025) · pp. 1-25
Peer reviewed — at least two external reviewers, single-anonymised. Editorial process
Harnessing Earned Media: A Comparative Analysis of Landmark Digital Signage Impact on Social Media
- Seung-Chul Yoo — Division of Communication & Media, Ewha Womans University
- Jumi Lee — Local Finance Association
- Ho Young Yoon — Division of Communication & Media, Ewha Womans University
Published Dec 31, 2025 · https://doi.org/10.17477/jcea.2025.24.2.001
Abstract
This study delves into the evolving landscape of outdoor advertising by investigating the 'earned' media effects of landmark digital signage, particularly as amplified through social media sharing. By analyzing two high-profile cases-the 'Wave' at Seoul COEX and the 'Samsung S8 Whale' at New York Times Square-this research leverages YouTube Data API and NodeXL to assess online visibility, recommendation pathways, and user engagement. The findings underscore the persistent digital footprint of these advertisements, particularly the 'Wave,' which maintained significant visibility well beyond its physical display period. This study offers critical insights for advertisers aiming to optimize the digital reach and longevity of their outdoor media campaigns through strategic integration with social media platforms. The research contributes to the broader discourse on the efficacy of modern advertising, providing actionable recommendations for leveraging digital signage in an increasingly interconnected media environment.
Keywords:Landmark Digital SignageDigital Outdoor AdvertisingEarned MediaAdvertising Effect