TY - JOUR
T1 - Convergence of interactive displays with smart mobile devices for effective advertising
T2 - A survey
AU - She, James
AU - Crowcroft, Jon
AU - Fu, Hao
AU - Li, Flora
PY - 2014/2
Y1 - 2014/2
N2 - The trend of replacing public static signages with digital displays creates opportunities for interactive display systems, which can be used in collaborative workspaces, social gaming platforms and advertising. Based on marketing communication concepts and existing models for consumer behavior, three stages, namely attraction, interaction and conation, are defined in this article to analyze the effectiveness of interactive display advertising. By reviewing various methods and strategies employed by existing systems with attraction, interaction and conation stages, this article concludes that smart mobile devices should be integrated as a component to increase the effectiveness of interactive displays as advertising tools. Future research challenges related to this topic are also discussed.
AB - The trend of replacing public static signages with digital displays creates opportunities for interactive display systems, which can be used in collaborative workspaces, social gaming platforms and advertising. Based on marketing communication concepts and existing models for consumer behavior, three stages, namely attraction, interaction and conation, are defined in this article to analyze the effectiveness of interactive display advertising. By reviewing various methods and strategies employed by existing systems with attraction, interaction and conation stages, this article concludes that smart mobile devices should be integrated as a component to increase the effectiveness of interactive displays as advertising tools. Future research challenges related to this topic are also discussed.
UR - http://www.scopus.com/inward/record.url?scp=84893932494&partnerID=8YFLogxK
U2 - 10.1145/2557450
DO - 10.1145/2557450
M3 - Review article
AN - SCOPUS:84893932494
SN - 1551-6857
VL - 10
JO - ACM Transactions on Multimedia Computing, Communications and Applications
JF - ACM Transactions on Multimedia Computing, Communications and Applications
IS - 2
M1 - a17
ER -