Pervasive Advertising

Part of the series Human-Computer Interaction Series pp 269-286


Rural Communities and Pervasive Advertising

  • Nick TaylorAffiliated withCulture Lab, School of Computing Science, Newcastle University Email author 
  • , Keith CheverstAffiliated withLancaster University

* Final gross prices may vary according to local VAT.

Get Access


Digital signage is most commonly seen in urban environments targeting large groups of viewers. We believe that there is also a role for pervasive technology in smaller communities, including in rural areas that are typically late to receive the benefits of new technologies. This chapter describes a recent pervasive advertising display deployed in Wray, a village in North West England, which was developed with the involvement of community members and evaluated ‘in the wild’. Our research contributes an exploration of rural communities as a site for pervasive digital signage, including our experiences relating to the design of the display and findings relating to its use in the community.