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Convergence of interactive displays with smart mobile devices for effective advertising: A survey by James She; Jon Crowcroft; Hao Fu; Flora Li is a Computer Science article available to read on EtoBox.

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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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Author

James She; Jon Crowcroft; Hao Fu; Flora Li

Publisher

ACM

Published

2014

Language

EN

Field

Computer Science (Physical Sciences)