Audience Measurement for Digital Signage: Exploring the Audience’s Perspective

Abstract

Electronic displays, or digital signs, are rapidly being installed in many public contexts. Increasingly, these signs are equipped with audience measurement, that is, sensors that observe the audience of the signs. However, the audience’s experience with audience measurement is not yet well understood, which can be a problem, because the audience may feel observed and that their privacy has been violated. In this paper, we explore the audience’s experience with audience measurement for digital signage. We have deployed and evaluated two digital signage systems with different audience measurement techniques, one for a year, and the other for 5 years. We explore the audience’s perspective on the employed audience measurement techniques through repertory grid interviews with users who had significant experience as audiences of both deployments.KeywordsAudience Measurement TechniquesRepertory Grid InterviewsBluetooth ScanDisplay OwnersAwkward FeelingThese 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.