This study investigates the resonation of interactivity features embedded in digital out-of-home(DOOH) advertising mediums among advertisers. While DOOH advertising offers dynamic content and interactive potential, its interactive features appear underutilized. This research aims to understand why advertisers are not fully embracing these capabilities. A systematic literature review was conducted, examining peer-reviewed journal articles, conference proceedings, and industry reports published in English between 2000 and 2023, sourced from databases including Scopus, Web of Science, Communication & Mass Media Complete, and Business Source Premier. Keywords related to DOOH advertising and interactivity were used. The review focused on studies discussing interactive features or audience engagement with DOOH advertising, resulting in a final sample of 40 articles after a two-stage screening process. Analysis revealed a significant disconnect between the acknowledged potential of DOOH interactivity and its actual implementation by advertisers. The literature predominantly focuses on audience responses, neglecting the advertiser’s perspective on utilizing interactive features. This study concludes that the underutilization of interactivity by advertisers may limit the effectiveness of DOOH campaigns. This research contributes to knowledge by highlighting this critical gap and emphasizing the need for future research to explore the factors influencing advertisers’ decisions regarding DOOH interactivity. It recommends further investigation into advertiser motivations, perceptions, and decision-making processes related to interactive DOOH campaigns to bridge the gap between technological potential and practical application, ultimately leading to more engaging and impactful advertising experiences.