@inproceedings{86bce3a580a745c48ade2ffcc1281bb8,
title = "The business with digital signage for advertising",
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.",
keywords = "CMI , BWL, Advertising, Contextualization, Digital signage, Interaction",
author = "Christine Bauer and Natalia Kryvinska and Christine Strauss",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2016.",
year = "2016",
doi = "10.1007/978-3-319-28907-6_19",
language = "English",
isbn = "978-3-319-28906-9",
volume = "15",
series = "Lecture Notes in Information Systems and Organisation",
publisher = "Springer International Publishing AG ",
pages = "285--302",
editor = "Francesca Ricciardi and Antoine Harfouche",
booktitle = "Information and Communication Technologies in Organizations and Society",
}