Opportunities and Challenges of Interactive Public Displays as an Advertising Medium

Chapter · September 2011with21 Reads
DOI: 10.1007/978-0-85729-352-7_7
In book: Pervasive Advertising, pp.139-157
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.
    • "The immersion that motion-sensing technology can create along with the opportunity of public interactivity, makes this technology promising for running advertisement campaigns. Public digital displays can be found all around us in public and semi-public spaces, and their main purpose is often advertising or displaying information [9]. A problem in the past has been the lack of interactivity they provide, but this is changing as (multi- ) touch and motion-sensing technology becomes cheaper and more common. "
    [Show abstract] [Hide abstract] ABSTRACT: The article describes an evaluation of a prototype for doing game-based interactive advertisement campaigns in crowded public spaces using motion-sensing technology. The prototype was developed using OpenNi, XNA and Kinect, in which people who pass by a large display would be reflected on a large screen in the form of a silhouette and automatically become a part of a game. The goal of the game is for the players to gather falling objects into a container using the body to direct the objects. The objects move around when the objects collide with the silhouette of the player. The graphical representation of the falling objects and the container can be changed to fit various advertisement purposes. The game-based interactive campaign was tested at four different public locations, and was evaluated through observations and questionnaires. Our findings suggest that there is a potential for using motion control in game-based interactive campaigns in public settings. The game attracted a good amount of attention, and seemed to tempt the curiosity of passers-by. An observed trend was that participants were comfortable playing in public and got easily engaged. Children and adolescents in groups were by far the most active participants.
    Full-text · Conference Paper · Sep 2015
    • "In recent years, several qualities of integrating interactive features in public displays have been recognized, as research has indicated the potential of display interactivity in domains like advertising [10, 24], public awareness [19], addressing contemporary urban challenges [22], enhancing game experiences [5] and supporting the social and informational function of a public space [11]. These studies revealed that the integration of interactive features in public displays enhances people's experiences. "
    [Show abstract] [Hide abstract] ABSTRACT: This paper describes a comparative case study that aims to uncover the quantifiable differences between non-interactive and interactive public displays in the urban environment. The study involved a large temporary interactive public display on a central city square showing a selection of custom-made content. We have evaluated the effect on passers-by and spectators in two conditions: 1) non-interactive (2102 passers-by, 228 viewers), by showing a content loop, and 2) interactive (1676 passers-by, 257 viewers), by adding physical pushbuttons for content selection and gaming. We discuss the influence of non-interactive and interactive public displays on: 1) attracting attention, 2) engaging people, 3) improving social dynamics within and among groups of viewers, and 4) catering for the suitable time of day. Based on our observations, we provide quantitative support for the hypothesis that interactive displays are more successful than non-interactive displays to engage viewers, and to make city centers more lively and attractive.
    Full-text · Conference Paper · Jun 2015
    • "Advertisement-One the major application area of digital signage is advertisement where display owner post their advertisement for broad range of business benefits including maximizing their customers by showing customize contents in specific time to specific customer and passerby. The digital signage is very help full in gaining the attention of the customers [29], however support for the key advertisement is still limited on this medium. " Digifieds " , " city wall " and " plasma poster network " are the examples of digital signage applications for advertisements. "
    [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.
    Full-text · Conference Paper · May 2014