Chapter

Pervasive Advertising

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

Date:

Rural Communities and Pervasive Advertising

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

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Abstract

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.