Opportunities and Challenges of Interactive Public Displays as an Advertising Medium

DOI: 10.1007/978-0-85729-352-7_7

ABSTRACT 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.

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