Quotation Bauer, Christine, Kryvinska, Natalia, Strauss, Christine. 2016. The business with digital signage for advertising. In Conference on Information and Communication Technologies in Organizations and Society (ICTO 2015) Lecture Notes in Information Systems and Organisations. Hrsg. - S. 285-302. Paris, France: Springer.


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Abstract

The market for digital signage is growing at an accelerating pace for years. Initially, digital signage was considered as a one-to-one replacement for traditional paper signs, with the benefit of shortening the CDI (creation, distribution, installation) cycle and, thus, lead to major cost reductions. Soon, additional benefits of "going digital" were recognized and novel approaches - such as contextualization and interaction functionalities - were explored in research with the main goal to raise the audience's attention and further user engagement, as both factors are known to result in better advertising effects. However, the major types of digital signage currently in use have different requirements on the entire system, including the digital signage network, digital signage exchange, scheduling, and pricing. As a result, also challenges in implementation and performance measure are different as well as potential benefits of a digital signage system are of differing nature. The present paper discusses these issues and provides an overview of the essentials of doing business with digital signage.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Contribution to conference proceedings
Language English
Title The business with digital signage for advertising
Title of whole publication Conference on Information and Communication Technologies in Organizations and Society (ICTO 2015) Lecture Notes in Information Systems and Organisations.
Editor -
Page from 285
Page to 302
Location Paris, France
Publisher Springer
Year 2016

Associations

People
Bauer, Christine (Former researcher)
External
Kryvinska, Natalia (University of Vienna, Austria)
Strauss, Christine (University of Vienna, Austria)
Organization
Information Systems and Society IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
1146 Management information systems (Details)
1161 Human-computer interaction (Details)
5300 Economics (Details)
5320 Marketing (Details)
5366 Information society (Details)
5367 Management information systems (Details)
5937 Information systems (Details)
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