Harnessing effective digital outdoor advertisement and communication in Addis Ababa city administration

Abstract

The study explores the integration of modern digital advertising and communication within Addis Ababa, focusing on its holistic development. The primary objective is to identify gaps in outdoor advertising and communication administration while proposing a new platform to promote emerging businesses and global advertising trends. The research employs survey-based data collection, including observation and public opinion surveys, along with semiotic discourse analysis. By utilizing large, medium, and portable digital signage, Addis Ababa can improve aesthetics, attract tourists, and drive economic growth. Recommendations include strategic placement, context-relevant content, and collaboration with local stakeholders.