MobiDiC: Context Adaptive Digital Signage with Coupons
In this paper we present a field study of a digital signage system that measures audience response with coupons in order to enable context adaptivity. In the concept for context adaptivity, the signs sense their environment; decide which content to show, and then sense the audience reaction to the content shown. From this audience measurement, the strategies which content to show in which situation are refined. As one instantiation of audience measurement, we propose a novel simple couponing system, where customers can photograph the coupons at the signs. Thus, it can be measured whether customers really went to the shop. To investigate the feasibility of this approach, we implemented a prototype of 20 signs in the city center of Münster, Germany. During one year of deployment, we investigated usage of the system through interviews with shop owners and customers. Our experiences show that customer attention towards the signs is a major hurdle to overcome.
KeywordsMobile Phone Public Display Shop Owner Paper Sign Audience Measurement
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