TY - CHAP
T1 - The business with digital signage for advertising
AU - Bauer, Christine
AU - Kryvinska, Natalia
AU - Strauss, Christine
N1 - Conference on Information and Communication Technologies in Organizations and Society (ICTO 2015)
PY - 2016
Y1 - 2016
N2 - The market for digital signage has been growing at an accelerated pace for years. The benefits of novel approaches—such as contextualization and interaction functionalities—were soon recognized for achieving better advertising effects. However, the major types of digital signage currently in use have different requirements on the entire digital signage system. These requirements include components such as the digital signage network, digital signage exchange, scheduling, and pricing. The present paper discusses the differences between these components in depth. The core contribution of this paper is a detailed analysis of the potential of digital signage. Emphasis is placed on challenges in performance measurement and implementation, operating and using a digital signage system, display blindness, and negative externalities. Possible solutions, as well as best practices are presented. At its core, this paper provides an overview of the essentials of doing business with digital signage.
AB - The market for digital signage has been growing at an accelerated pace for years. The benefits of novel approaches—such as contextualization and interaction functionalities—were soon recognized for achieving better advertising effects. However, the major types of digital signage currently in use have different requirements on the entire digital signage system. These requirements include components such as the digital signage network, digital signage exchange, scheduling, and pricing. The present paper discusses the differences between these components in depth. The core contribution of this paper is a detailed analysis of the potential of digital signage. Emphasis is placed on challenges in performance measurement and implementation, operating and using a digital signage system, display blindness, and negative externalities. Possible solutions, as well as best practices are presented. At its core, this paper provides an overview of the essentials of doing business with digital signage.
KW - Digital signage; contextualization; interaction; advertising
U2 - 10.1007/978-3-319-28907-6_19
DO - 10.1007/978-3-319-28907-6_19
M3 - Chapter
SN - 978-3-319-28906-9 978-3-319-28907-6
VL - 15
T3 - Lecture Notes in Information Systems and Organisations (LNISO)
SP - 285
EP - 302
BT - Information and Communication Technologies in Organizations and Society
A2 - Ricciardi, Francesca
A2 - Harfouche, Antoine
PB - Springer
CY - Paris, France
ER -