Pervasive Advertising pp 269-286

Part of the Human-Computer Interaction Series book series (HCIS)

Rural Communities and Pervasive Advertising



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.

Copyright information

© Springer-Verlag London Limited 2011

Authors and Affiliations

  1. 1.Culture Lab, School of Computing ScienceNewcastle UniversityNewcastleUK
  2. 2.Lancaster UniversityLancasterUK

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