Opportunities and Challenges of Interactive Public Displays as an Advertising Medium

DOI: 10.1007/978-0-85729-352-7_7


Advertising is often the key element in the business case for public display networks. However, this is still a limited medium
in its support for key advertising concepts, such as targeting or impact assessment. This chapter analyses how the evolution
of the medium is creating the opportunity for re-shaping advertising models for Digital Signage. In particular, we consider
how the increasing availability of sensing and interaction opportunities may generate the necessary digital footprints that
will help to characterise advertising opportunities in Digital Signage and measure impact. A generic footprint model would
enable advertising models to be specified at a higher level of abstraction, enabling them to be applied across global display
networks composed by very diverse display types, managed by many different entities, and serving many different purposes.
We propose a design space that relates the multiple types of digital footprints that can be generated with multiple modes
of campaign targeting and impact assessment, providing the ground for a fundamental shift from advertising based on measuring
attention to advertising based on active engagement with people.

13 Reads
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: Public displays are now very useful and ubiquitous part of the public places like city squares, railway stations, air ports, shopping malls, parks and community centers. The reason for its popularity is technology enhancement, decreasing cost of large screens and increasing interest of the public because they offer a variety of services like running news, schedules, weather updates, advertisement, special offers, content sharing, collaborative task support and guided navigation. The public display have the potential to bridge the gap between the people of different communities at these places and also connecting the people of the same community scattered at the same public space or at remote public spaces. In this paper, we are presenting a comprehensive review about different aspects of public displays that includes architecture, types, interactions techniques, development tools and end up with issues and challenges. This study covers frombackground to state of the art work and research directions of digital signage systems.
    3rd International Conference on Computer Science & Computational Mathematics (ICCSCM 2014), , May 8-9, Langkawi, Malaysia.; 05/2014