Abstract
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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: ACM Transactions on Multimedia Computing, Communications, and Applications
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
