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.
Sign-in/Register to access full text options 
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 callDisclaimer: 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.
