Opportunities and Challenges of Interactive Public Displays as an Advertising Medium

  • Rui José
  • Jorge C. S. Cardoso
Part of the Human-Computer Interaction Series book series (HCIS)


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.


Digital Signage Social Networking Site Digital Medium Display System Public Display 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



Jorge Cardoso has been supported by “Fundação para a Ciência e Tecnologia” and “Programa Operacional Ciência e Inovação 2010” POCI 2010, co-funded by the Portuguese Government and European Union by FEDER Program and by “Fundação para a Ciência e Tecnologia” training grant SFRH/BD/47354/2008. The research leading to these results has also received funding from the European Union Seventh Framework Programme (FP7/2007-2013) under grant agreement no. 244011.(PD-Net).


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Copyright information

© Springer-Verlag London Limited 2011

Authors and Affiliations

  1. 1.University of MinhoGuimarãesPortugal
  2. 2.Portuguese Catholic UniversityPortoPortugal

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