Abstract
The street advertising has undergone some significant changes in recent years: traditional billboards are gradually being replaced by electronic display devices (LED screens) that are able to change in real-time the broadcast advertising, thus allows the dynamic content management. This paper aims to develop an adaptive advertising strategy based on the preferences of the people in front of the screen. Each of them has a special application installed on their personal smartphone through which they can configure their interests regarding the broadcast advertising. These interest profiles are then collected by billboards which, based on them, select the most appropriate type of ad to run at that time. The proposed method focus on transformation of a simple display equipment into an intelligent one, capable of adapting the broadcast content to the requirements of the nearby audience and aims to maximize the efficiency of the billboard operation and at the same time bring maximum satisfaction to the target audience. The performance of the method was evaluated using agent based computer simulation.
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