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Convergence of interactive displays with smart mobile devices for effective advertising: A survey

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Published:14 February 2014Publication History
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Abstract

The trend of replacing public static signages with digital displays creates opportunities for interactive display systems, which can be used in collaborative workspaces, social gaming platforms and advertising. Based on marketing communication concepts and existing models for consumer behavior, three stages, namely attraction, interaction and conation, are defined in this article to analyze the effectiveness of interactive display advertising. By reviewing various methods and strategies employed by existing systems with attraction, interaction and conation stages, this article concludes that smart mobile devices should be integrated as a component to increase the effectiveness of interactive displays as advertising tools. Future research challenges related to this topic are also discussed.

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      • Published in

        cover image ACM Transactions on Multimedia Computing, Communications, and Applications
        ACM Transactions on Multimedia Computing, Communications, and Applications  Volume 10, Issue 2
        February 2014
        142 pages
        ISSN:1551-6857
        EISSN:1551-6865
        DOI:10.1145/2579228
        Issue’s Table of Contents

        Copyright © 2014 ACM

        Publisher

        Association for Computing Machinery

        New York, NY, United States

        Publication History

        • Published: 14 February 2014
        • Accepted: 1 August 2013
        • Revised: 1 May 2013
        • Received: 1 December 2012
        Published in tomm Volume 10, Issue 2

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