The verification results are as follows. First, digital public outdoor advertising was divided into 12 detailed types accordingly by applying a total of four classification criteria (acceptance method, technical characteristics, public interest issue ...
The verification results are as follows. First, digital public outdoor advertising was divided into 12 detailed types accordingly by applying a total of four classification criteria (acceptance method, technical characteristics, public interest issue topics, and implementation purpose). Specifically, 12 types were divided into simple digital and experiential digital types according to acceptance methods, holographic virtual augmented reality device linkage types according to technological characteristics, personal benefit emphasis, social benefit emphasis, and social risk emphasis. Second, as a result of verifying the advertising effect according to the classification type, it was found that digital public outdoor advertisements using virtual-augmented reality had the highest advertising effect among the classification types according to technical characteristics. Third, regarding the advertising effect of each type of digital public outdoor advertisement according to the issue topic, the highest advertising effect was found in the type dealing with personal risks, and depending on the purpose of implementation, art-flavored digital public outdoor advertisements had the highest advertising effect. However, in terms of reliability, utility, and empathy, advertisements in the form of public notices were found to be the most effective. These results provide strategic implications for the implementation of digital public outdoor advertising.