Interactive Digital Signage - An Innovative Service and Its Future Strategies

Digital signage is an economically promising field in advertising. Yet, it is a hardly researched field, first empirical attempts focused on consumer reactions. Digital signage, though, brings together various market players, all of which with different objectives and expected benefits. For this reason, we introduce a conceptual framework for interactive digital signage that allows developing various business strategies and associated business values integrating the entire set of possible players in their relevant roles and configuration requirements. A rule set represents one of the core modules of the framework, which allows for a sustainable integration of functionalities. Acknowledging that technological and non-technological advancements of digital signage need reconcilement, our proposed integrated approach to digital signage allows for interdisciplinary contributions.

[1]  Ichiro Satoh.  An Agent-Based Framework for Context-Aware Digital Signage , 2010, ISAmI.

[2]  Albrecht Schmidt,et al.  Display Blindness: The Effect of Expectations on Attention towards Digital Signage , 2009, Pervasive.

[3]  Yi Zhang,et al.  Interacting with Digital Signage Using Hand Gestures , 2009, ICIAR.

[4]  Sandeep Purao,et al.  CONQUER: A Methodology for Context-Aware Query Processing on the World Wide Web , 2008, Inf. Syst. Res..

[5]  Raymond R. Burke.  The Third Wave of Marketing Intelligence , 2010 .

[6]  Raymond R. Burke.  Behavioral Effects of Digital Signage , 2009, Journal of Advertising Research.

[7]  侯大银.  Google AdWords的中国“心” , 2009 .

[8]  Keith Kelsen.  Unleashing the Power of Digital Signage: Content Strategies for the 5th Screen , 2010 .

[9]  Nicholas R. Jennings,et al.  Auction Mechanisms for Efficient Advertisement Selection on Public Displays , 2006, EUMAS.

[10]  Alfred Kobsa,et al.  Privacy-enhanced personalization , 2006, FLAIRS.

[11]  Antonio Krüger,et al.  How much to bid in Digital Signage Advertising Auctions , 2007 .

[12]  John V. Harrison,et al.  A virtual marketplace for advertising narrowcast over digital signage networks , 2004, Electron. Commer. Res. Appl..

[13]  Charles Dennis,et al.  The mediating effects of perception and emotion: Digital signage in mall atmospherics. , 2010 .

[14]  Rui José,et al.  A Framework for Context-Aware Adaptation in Public Displays , 2009, OTM Workshops.

[15]  Antonio Krüger,et al.  MobiDiC: Context Adaptive Digital Signage with Coupons , 2009, AmI.

[16]  Charles Dennis,et al.  The appeal of a town's separately branded environments to market segments and the segmented appeal of digital signage , 2010 .

[17]  Maggie Geuens,et al.  Advertising repetition and complexity of digital signage advertisements: simplicity rules! , 2010 .

[18]  Martha G. Russell.  Narrowcast Pricebook-Driven Persuasion: Engagement at Point of Influence, Purchase and Consumption in Distributed Retail Environments , 2009, J. Softw..

[19]  Antonio Krüger,et al.  ReflectiveSigns: Digital Signs That Adapt to Audience Attention , 2009, Pervasive.

[20]  Antonio Krüger,et al.  Competing for your Attention: Negative Externalities in Digital Signage Advertising , 2007, Ambient Information Systems.

[21]  Giuseppe D'Acquisto,et al.  The value of location in keyword auctions , 2010, Electron. Commer. Res. Appl..

[22]  Charles Dennis,et al.  Marketing images and consumers' experiences in selling environments , 2006 .