Journal of Urban Economics and Management

In the digital era, video advertising has become an essential tool for brands seeking to capture audience attention, enhance brand recall, and increase sales. The integration of visual elements, audio, and storytelling has positioned video as a highly effective medium for message delivery. The purpose of this study is to design an effective advertising strategy model for video-on-demand (VOD) platforms in Iran’s metropolitan areas. Beyond their cultural and media functions, VOD platforms represent an emerging economic–urban phenomenon. By influencing citizens’ leisure patterns, they contribute— from an urban management perspective— to the reduction of intra-city travel and its associated economic consequences.

This research adopts a mixed-method (qualitative–quantitative) approach. The qualitative phase is exploratory in nature and, in terms of research philosophy, time horizon, and strategy, follows an interpretivist paradigm, a cross-sectional design, and a systematic grounded theory approach. Data were collected through semi-structured interviews using an interview protocol. Participants included eight experienced experts with academic backgrounds in business management and at least five years of professional experience in advertising on VOD platforms. Sampling was conducted theoretically and purposively using a snowball technique until theoretical saturation was achieved. Data were analyzed through open, axial, and selective coding, and the qualitative model was developed using MAXQDA software.

The findings resulted in 57 final codes categorized into six dimensions and 19 components:
Causal conditions (targeted advertising, audience effect, advertising content effect);
Core phenomena (effective strategy, creative strategy, precise execution strategy);
Contextual/infrastructural conditions (technological requirements, advertising factors, application programs, environmental conditions);
Intervening conditions (facilitators and barriers);
Strategies (message quality, audience analysis, advertising management);
Consequences (economic outcomes, development of the advertising industry, technical quality management).

The proposed model provides a strategic framework for VOD platform managers, urban policymakers, and advertising industry practitioners to enhance advertising effectiveness and optimize economic and urban outcomes.