From static visuals to dynamic visual systems: A structural and semiotic analysis of data-driven DOOH campaigns

Öz

This study examines how advertising visuals in data-driven digital out-of-home advertising (DOOH) campaigns become dynamic and variable through data, context, and software. While programmatic advertising research has largely developed around automation, targeting, media buying, measurement, and privacy, DOOH studies often focus on medium-specific features, attention, and reach. By contrast, the effects of data-driven advertising systems on visual language, brand identity, composition, typography, iconography, and meaning-making have received comparatively limited attention. Addressing this gap, the study analyzes Spotify 2018 Wrapped, McDonald’s Weather-Reactive Outdoor, British Airways #LookUp / Magic of Flying and Google Maps Introducing Explore through a qualitative multiple-case study approach based on publicly available campaign materials. By distinguishing between programmatic DOOH, dynamic creative optimization, and data-triggered DOOH, the cases are positioned within a conceptual typology. The analysis combines structural analysis, semiotic interpretation, and a coding scheme for dynamism and contextuality. The findings indicate that the advertising visual can be understood not as a singular and fixed output, but as a dynamic visual system operating through data inputs, contextual triggers, creative components, and software rules. The study discusses this transformation through the concepts of dynamic visual system, adaptive visual identity, and algorithmic design decision, the latter being positioned as an analytical concept proposed by the author in this article.

Anahtar Kelimeler

• DOOH
• programmatic advertising
• dynamic creative optimization
• dynamic visual system
• adaptive visual identity
• algorithmic design decision

Sabit görselden dinamik görsel sisteme: Veri temelli DOOH kampanyalarının yapısal ve göstergebilimsel analizi

Öz

Bu çalışma, dijital açık hava reklamcılığında (DOOH) veri temelli kampanyaların reklam görselini veri, bağlam ve yazılım aracılığıyla nasıl değişken bir görsel sisteme dönüştürdüğünü incelemektedir. Programatik reklamcılık literatürü çoğunlukla otomasyon, hedefleme, medya satın alma, ölçümleme ve mahremiyet ekseninde gelişirken, DOOH çalışmaları daha çok mecra özellikleri, dikkat ve erişim konularına odaklanmaktadır. Buna karşılık, veri temelli reklam sistemlerinin görsel dil, marka kimliği, kompozisyon, tipografi, ikonografi ve anlamlandırma süreçleri üzerindeki etkileri görece sınırlı biçimde tartışılmaktadır. Bu boşluktan hareketle araştırma, Spotify 2018 Wrapped, McDonald’s Weather-Reactive Outdoor, British Airways #LookUp / Magic of Flying ve Google Maps Introducing Explore kampanyalarını kamuya açık vaka materyalleri üzerinden nitel çoklu örnek olay yaklaşımıyla incelemektedir. Çalışmada programatik DOOH, dinamik yaratıcı optimizasyon ve veri tetiklemeli DOOH ayrımı yapılarak vakalar bu tipoloji içinde konumlandırılmıştır. Analizde yapısal çözümleme, göstergebilimsel yorumlama ve dinamiklik-bağlamsallık kodlama şeması birlikte kullanılmıştır. Bulgular, reklam görselinin tekil ve sabit bir çıktı olarak değil; veri girdileri, bağlamsal tetikleyiciler, yaratıcı bileşenler ve yazılım kurallarıyla işleyen dinamik bir görsel sistem olarak kavranabileceğine işaret etmektedir. Çalışma, bu dönüşümü dinamik görsel sistem, uyarlanabilir görsel kimlik ve bu makalenin analitik önerisi olarak konumlandırılan algoritmik tasarım kararı kavramlarıyla tartışmaktadır.

Anahtar Kelimeler

• DOOH
• programatik reklamcılık
• dinamik yaratıcı optimizasyon
• dinamik görsel sistem
• uyarlanabilir görsel kimlik
• algoritmik tasarım kararı

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