The business with digital signage for advertising

Christine Bauer, Natalia Kryvinska, Christine Strauss

Veröffentlichungen: Beitrag in BuchBeitrag in KonferenzbandPeer Reviewed

Abstract

The market for digital signage has been growing at an accelerated pace for years. The benefits of novel approaches – such as contextualization and interaction functionalities – were soon recognized for achieving better advertis-ing effects. However, the major types of digital signage currently in use have different requirements on the entire digital signage system. These requirements include components such as the digital signage network, digital signage ex-change, scheduling, and pricing. The present paper discusses the differences be-tween these components in depth. The core contribution of this paper is a de-tailed analysis of the potential of digital signage. Emphasis is placed on chal-lenges in performance measurement and implementation, operating and using a digital signage system, display blindness, and negative externalities. Possible solutions, as well as best practices are presented. At its core, this paper provides an overview of the essentials of doing business with digital signage.
OriginalspracheEnglisch
TitelInformation and Communication Technologies in Organizations and Society
UntertitelPast, Present and Future Issues
Redakteure*innenFrancesca Ricciardi, Antoine Harfouche
Herausgeber (Verlag)Springer International Publishing AG
Seiten285-302
Seitenumfang18
Band15
ISBN (elektronisch)978-3-319-28907-6
ISBN (Print)978-3-319-28906-9
DOIs
PublikationsstatusVeröffentlicht - 2016

Publikationsreihe

ReiheLecture Notes in Information Systems and Organisation
Band15
ISSN2195-4968

ÖFOS 2012

  • 502050 Wirtschaftsinformatik
  • 502007 E-Commerce
  • 502019 Marketing

Schlagwörter

  • CMI
  • BWL

Zitationsweisen