Skip to main content
SpringerLink
Log in

Adaptation strategies to increase advertisement effectiveness in digital media

  • State-of-the-Art
  • Published:
Management Review Quarterly Aims and scope Submit manuscript

Abstract

Personalization can break through the information clutter in digital media and increase advertising effectiveness. However, the term personalization refers to many different adaptation strategies, each of which lead to distinct functional requirements for adaptive advertising systems: additionally, these adaptation strategies can affect consumers in different ways. Therefore, it is necessary to differentiate between them. To do so, we suggest the PERSIT matrix, which distinguishes between PERson-centric and SITuation-centric adaptation strategies. Studies in the field of digital-out-of-home advertising are structured using the six identified adaptation strategies for advertising. Furthermore, the PERSIT matrix supports users in making educated decisions by encouraging them to select an adaptation strategy that fits the desired advertising goals. The matrix establishes a common base of understanding between advertisers and system designers, allowing effective cross-domain communication.

Zusammenfassung

Personalisierung kann dazu beitragen, das Informations-Wirrwarr in digitalen Medien zu durchdringen und die Werkeeffektivität zu erhöhen. Der Begriff “Personalisierung” bezieht sich jedoch auf viele unterschiedliche Adaptionsstrategien, wobei jede zu unterschiedlichen funktionalen Anforderungen für adaptive Werbesysteme führt; darüber hinaus können diese Adaptionsstrategien Konsumenten auf unterschiedliche Weise beeinflussen. Aus diesem Grund ist es notwendig, zwischen diesen Strategien zu unterscheiden. Dafür schlagen wir die PERSIT-Matrix vor, die zwischen PERsonenbezogenen und SITuationsbezogenen Adaptionsstrategien unterscheidet. Studien im Bereich der digitalen Außenwerbung werden anhand der sechs identifizierten Adaptionsstrategien für Werbung strukturiert. Des Weiteren unterstützt die PERSIT-Matrix ihre Benutzer darin, fundierte Entscheidungen zu treffen, da die Matrix darauf abzielt, eine Adaptionsstrategie zu wählen, die den gewünschten Werbezielen entspricht. Die Matrix stellt dabei ein Grundverständnis unter Werbeverantwortlichen und Systemdesignern her, was eine effektive, fachbereichsübergreifende Kommunikation ermöglicht.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Abowd GD, Mynatt ED, Rodden T (2002) The human experience [of ubiquitous computing]. IEEE Pervas Comput 1(1):48–57. doi:10.1109/MPRV.2002.993144

    Article  Google Scholar 

  • Acquisti A, Spiekermann S (2011) Do interruptions pay off? Effects of interruptive ads on consumers’ willingness to pay. J Interact Mark 25(4):226–240. doi:10.1016/j.intmar.2011.04.003

    Article  Google Scholar 

  • Adams R (2004) Intelligent advertising. AI Soc 18(1):68–81. doi:10.1007/s00146-003-0259-9

    Article  Google Scholar 

  • Adolphs C, Winkelmann A (2010) Personalization research in E-commerce: a state of the art review (2000–2008). J Elect Com Res 11(4):326–341

    Google Scholar 

  • Adomavicius G, Tuzhilin A (2005) Toward the next generation of recommender systems: a survey of the state-of-the-art and possible extensions. IEEE T Knowl Data Eng 17(6):734–749. doi:10.1109/Tkde.2005.99

    Article  Google Scholar 

  • Allen P (2009) Place and locality in augmented public space: a case study in the site specific nature of urban screens. In: 2009 international conference on cyberWorlds (CW 2009), Bradford, 7–11 Sept 2009. IEEE, pp 371–376. doi:10.1109/CW.2009.54

  • Alt F, Memarovic N, Elhart I, Bial D, Schmidt A, Langheinrich M et al (2011) Designing shared public display networks: implications from today’s paper-based notice areas. In: Proceedings of 9th international conference on pervasive computing (Pervasive 2011), San Francisco, CA, 13–15 June, pp 258–275

  • Angelucci D, Cardinali A, Tarantino L (2011) A customizable glanceable peripheral display for monitoring and accessing information from multiple channels. In: D’Atri A, Ferrara M, George JF, Spagnoletti P (eds) Information technology and innovation trends in organizations: ItAIS: the Italian Association for information Systems. Physica-Verlag, Heidelberg, pp 199–207. doi:10.1007/978-3-7908-2632-6

    Chapter  Google Scholar 

  • Barrington L, Lyons MJ, Diegmann D, Abe S (2006) Ambient display using musical effects. In: 11th international conference on intelligent user interfaces (IUI ’06), Sydney, 29 Jan–1 Febr 2006, ACM Press, pp 372–374. doi:10.1145/1111449.1111541

  • Bauer C, Dohmen P, Strauss C (2012) A conceptual framework for backend services of contextual digital signage. J Serv Sci Res 4(2):271–297. doi:10.1007/s12927-012-0011-4

    Article  Google Scholar 

  • Beyer G, Alt F, Müller J, Schmidt A, Isakovic K, Klose S, Schiewe M, Haulsen I (2011) Audience behavior around large interactive cylindrical screens. In: 2011 annual conference on human factors in computing systems (CHI 2011), Vancouver, 7–12 May 2011, ACM, pp 1021–1030

  • Brown M, Majumder A, Yang R (2005) Camera-based calibration techniques for seamless multiprojector displays. IEEE Trans Vis Comput Gr 11(2):193–206. doi:10.1109/TVCG.2005.27

    Article  Google Scholar 

  • Bullivant L (2007) Beyond the Kiosk and the Billboard: Manhattan limits the possibility for interactive art sites. Archit Des 77(188):14–23

    Google Scholar 

  • Burke RR (2010) The third wave of marketing intelligence. In: Krafft M, Mantrala MK (eds) Retailing in the 21st century: current and future trends, 2nd edn. Springer, Berlin, Heidelberg, Germany, pp 159–171

  • Cappellini M, De Rocco P, Serni L (2010) Uffizi touch: a new experience with art. In: 18th international conference on multimedia (MM 2010), Firenze, 25–29 Oct 2010, ACM, pp 1511–1512

  • Chandler A, Finney J, Lewis C, Dix A (2009) Toward emergent technology for blended public displays. In: 11th international conference on Ubiquitous computing (Ubicomp 2009), Orlando, 30 Sept–3 Oct 2009, ACM Press, p 101. doi:10.1145/1620545.1620562

  • Dahlén M (2005) The medium as a contextual cue: effects of creative media choice. J Advert 34(3):89–98

    Article  Google Scholar 

  • Dalton SN, Marshall P, Dalton RC (2010) Measuring environments for public displays: a space syntax approach. In: 28th of the international conference extended abstracts on Human factors in computing systems (CHI 2010), Atlanta, 10–15 April 2010, ACM, pp 3841–3846

  • Darrell T, Moghaddam B, Pentland AP (1996) Active face tracking and pose estimation in an interactive room. In: IEEE computer society conference on computer vision and pattern recognition (CVPR 1996), San Francisco, 18–20 June 1996, IEEE Computer Society Press, pp 67–72. doi:10.1109/CVPR.1996.517055

  • De Guzman ES, Yau M, Gagliano A, Park A, Dey AK (2004) Exploring the design and use of peripheral displays of awareness information. In: Extended abstracts of the 2004 conference on Human factors and computing systems (CHI 2004), Vienna, 24–29 April 2004, ACM Press, p 1247. doi:10.1145/985921.986035

  • De Pelsmacker P, Geuens M, Anckaert P (2002) Media context and advertising effectiveness?: the role of context appreciation and context / ad similarity. J Advert 31(2):49–61

    Article  Google Scholar 

  • Dey AK, De Guzman ES (2006) From awareness to connectedness: the design and deployment of presence displays. In: SIGCHI conference on human factors in computing systems (CHI 2006), Montréal, 22–27 April 2006, ACM, pp 899–908

  • Di Paolo S, Tarantiono L (2010) A peripheral notification display for multiple alerts: design rationale. In: D’Atri A, Saccà D (eds) Information systems: people, organizations, institutions, and technologies. Physica-Verlag HD, Heidelberg, pp 521–528. doi:10.1007/978-3-7908-2148-2

    Google Scholar 

  • Dietz P, Raskar R, Booth S, van Baar J, Wittenburg K, Knep B (2004) Multi-projectors and implicit interaction in persuasive public displays. In: Working conference on advanced visual interfaces (AVI 2004), Gallipoli, 25–28 May 2004, ACM Press, p 209. doi:10.1145/989863.989898

  • DiMicco JM, Pandolfo A, Bender W (2004) Influencing group participation with a shared display. In: 2004 ACM conference on Computer supported cooperative work—CSCW ’04, Chicago, 6–10 Nov 2004, ACM Press, p 614. doi:10.1145/1031607.1031713

  • Dräger P (2011) Einsatz digitaler POS-Medien im Shopper-Marketing. In: Frey UD, Hunstiger G, Dräger P (eds) Shopper-Marketing: Mit Shopper Insights zu effektiver Markenführung bis an den POS, Gabler, Wiesbaden, Germany, pp 209–245

  • Eriksson CI, Åkesson M (2008) Ubiquitous advertising challenges. In: 7th international conference on mobile business (ICMB 2008), Barcelona, 7–8 July 2008, IEEE Computer Society, pp 9–18. doi:10.1109/ICMB.2008.19

  • Ferscha A (2007) Informative art display metaphors. Lect Notes Comput Sci 4555:82–92

    Article  Google Scholar 

  • Fitton D, Cheverst K, Kray C, Dix A, Rouncefield M, Saslis-Lagoudakis G (2005) Rapid prototyping and user-centered design of interactive display-based systems. IEEE Pervas Comput 4(4):58–66. doi:10.1109/MPRV.2005.85

    Article  Google Scholar 

  • Foote J (2006) Where’s my holodeck? The new frontier of media display. IEEE Multimed 13(3):104–104. doi:10.1109/MMUL.2006.73

    Article  Google Scholar 

  • Gartner (2012) Forecast: mobile advertising, worldwide, 2009–2016. Gartner. https://www.gartner.com/doc/2247015. Accessed 1 April 2014

  • Geiger HL (2011) A standard for digital signage privacy. In: Müller J, Alt F, Michelis D (eds) Pervasive advertising. Human-Comp edn. Springer, London, pp 103–117

    Chapter  Google Scholar 

  • Gellersen H-W, Schmidt A, Beigl M (1999) Ambient media for peripheral information display. Pers Ubiquitous Comput 3:199–208

    Google Scholar 

  • Goldfarb A, Tucker CE (2011) Privacy regulation and online advertising. Manage Sci 57(1):57–71. doi:10.1287/mnsc.1100.1246

    Article  Google Scholar 

  • Ha L, McCann K (2008) An integrated model of advertising clutter in offline and online media. Int J Advert 27(4):569–592. doi:10.2501/S0265048708080153

    Article  Google Scholar 

  • Harrison JV, Andrusiewicz A (2003) An emerging marketplace for digital advertising based on amalgamated digital signage networks. In: IEEE international conference on E-commerce (CEC 2003), Newport Beach, 24–27 June 2003, IEEE, pp 149–156

  • Harrison MD, Massink M (2009) Engineering crowd interaction within smart environments. In: 1st ACM SIGCHI symposium on engineering interactive computing systems (EICS 2009), Pittsburgh, 14–17 July 2009, ACM, pp 117–122. doi:10.1145/1570433.1570456

  • Hazlewood WR, Stolterman E (2011) Issues in evaluating ambient displays in the wild: two case studies. In: CHI 2011, Vancouver, 7–12 May 2011. pp 877–886

  • Ho-Ching FW-l, Mankoff J, Landay JA (2003) Can you see what I hear? The design and evaluation of a peripheral sound display for the deaf. In: CHI 2003, Fort Lauderdale, 5–10 April 2003, pp 161–168

  • Horiuchi T, Takayama S, Kato T (2011) A pointing system based on acoustic position estimation and gravity sensing. In: 2011 IEEE symposium on 3D user interfaces (3DUI 2011), Singapore, 19–20 March 2011, pp 105–106

  • Hoshi T, Takahashi M, Nakatsuma K, Shinoda H (2009) Touchable holography. In: ACM SIGGRAPH 2009 emerging technologies on (SIGGRAPH 2009), New Orleans, LA, 3–7 Aug 2009, ACM Press. doi:10.1145/1597956.1597979

  • Hosio S, Jurmu M, Kukka H, Riekki J, Ojala T (2010a) Supporting distributed private and public user interfaces in urban environments. In: 11th workshop on mobile computing systems and applications (HotMobile 2010), Annapolis, 22–23 Feb 2010a, ACM Press, p 25. doi:10.1145/1734583.1734590

  • Hosio S, Kukka H, Jurmu M, Ojala T (2010b) Enhancing interactive public displays with social networking services. In: MUM 2010, Limassol, 1–3 Dec 2010b

  • Hsieh C-K, Lin Q-P, Huang C-Y, Chang C-Y, Lin Y-J, Hung Y-P (2011) Easy and deep media in cultural heritage field. In: 3rd international workshop on education technology and computer science (ETCS 2011), Wuhan, 12–13 March 2011, pp 55–59. doi:10.1109/ETCS.2011.22

  • Huang EM, Koster A, Borchers J (2008) Overcoming assumptions and uncovering practices: When does the public really look at public displays? In: Proceedings of 6th international conference on pervasive computing (Pervasive 2008), Sydney, Australia, pp 228–243

  • Huang EM, Mynatt ED, Russell DM, Sue AE (2006) Secrets to success and fatal flaws: the design of large-display groupware. IEEE Comput Graph 26(1):37–45

    Article  Google Scholar 

  • Huang EM, Tullio J, Costa TJ, McCarthy JF (2002) Promoting awareness of work activities through peripheral displays. In: CHI 2002 extended abstracts on human factors in computer systems (CHI 2002), Minneapolis, 20–25 April 2002, ACM Press, p 648. doi:10.1145/506486.506527

  • Ito K, Kikuchi H, Sakurai H, Kobayashi I, Yasunaga H, Mori H, Tokuyama K, Ishikawa H, Hayasaka K, Yanagisawa H (2010) 360-degree autostereoscopic display. In: 37th international conference and exhibition on computer graphics and interactive techniques (SIGGRAPH 2010), Los Angeles, 25–29 July 2010, pp 4503–4503. doi:10.1145/1836821.1836822

  • Jun S, Putrevu S, Hyun YJ, Gentry JW (2003) The influence of editorial context on consumer response to advertisements in a specialty magazine. J Curr Issues Res Advert 25(2):1–11. doi:10.1080/10641734.2003.10505144

    Article  Google Scholar 

  • Kalyanam K, Lal R, Wolfram G (2006) Future store technologies and their impact on grocery retailing. In: Krafft M, Mantrala MK (eds) Retailing in the 21st century: current and future trends, 2nd edn. Springer, Berlin, Heidelberg, Germany, pp 95–112

  • Kaupp M (2010) Digital Signage: Technologie, Anwendung. Chancen & Risiken. Diplomica Verlag GmbH, Hamburg

    Google Scholar 

  • Kern D, Harding M, Storz O, Davis N, Schmidt A (2008) Shaping how advertisers see me: user views on implicit and explicit profile capture. In: CHI 2008 extended abstracts, Florence, 5–10 April 2008, pp 3363–3368

  • Kray C, Cheverst K, Fitton D, Sas C, Patterson J, Rouncefield M, Stahl C (2006) Sharing control of dispersed situated displays between nand residential users. In: 8th international conference on human computer interaction with mobile devices and services (MobileHCI 2006), Espoo, 12–15 Sept 2006, ACM Press, p 61. doi:10.1145/1152215.1152229

  • Krüger A, Schöning J, Olivier P (2011) How computing will change the face of retail. Computer 44(4):84–87

    Article  Google Scholar 

  • Kuikkaniemi K, Jacucci G, Turpeinen M, Hoggan E, Müller J (2011) From space to stage: how interactive screens will change urban life. Computer 44(6):40–47

    Article  Google Scholar 

  • Lai A, Soro A, Scateni R (2010) Interactive calibration of a multi-projector system in a video-wall multi-touch environment. In: Adjunct proceedings of the 23nd annual ACM symposium on user interface software and technology (UIST 2010), New York, 3–6 Oct 2010, ACM, pp 437–438

  • Lambert A, Wells I, Kean M (2003) Do isoluminant color changes capture attention? Percept Psychophys 65(4):495–507

    Article  Google Scholar 

  • Lamberty KK, Froiland K, Biatek J, Adams S (2010) Encouraging awareness of peers’ learning activities using large displays in the periphery. In: 28th of the international conference extended abstracts on human factors in computing systems (CHI EA 2010), Atlanta, 10–15 April 2010, ACM Press, p 3655. doi:10.1145/1753846.1754034

  • Lasinger P, Bauer C (2013) Situationalization: the new road to adaptive digital-out-of-home advertising. In: IADIS e-Society 2013 (ES 2013), Lisbon, 13–16 March 2013, IADIS

  • Lee D-J, Ahn J-H, Bang Y (2011) Managing consumer privacy concerns in personalization: a strategic analysis of privacy protection. Mis Q 35(2):423–444

    Google Scholar 

  • Lewin K (1935) Survey of the experimental investigations. A dynamic theory of personality. McGraw-Hill, New York, pp 239–249

  • Li K, Chen H, Chen Y, Clark DW, Cook P, Damianakis S, Essl G, Finkelstein A, Funkhouser T, Housel T, Klein A, Liu Z, Praun E, Samanta R, Shedd B, Singh JP, Tzanetakis G, Zheng J (2000) Building and using a scalable display wall system. IEEE Comput Graph 20(4):29–37. doi:10.1109/38.851747

    Article  Google Scholar 

  • Lin J-Y, Chen Y-Y, Ko J-C, Kao H, Chen W-H, Tsai T-H, Hsu S-C, Hung Y-P (2009) im-Tube: an interactive multi-resolution tubular display. In: 17th ACM international conference on multimedia (MM 2009), Bejing, 19–24 Oct 2009, ACM, pp 253–260

  • Linden T, Heikkinen T, Ojala T, Kukka H, Jurmu M (2010) Web-based framework for spatiotemporal screen real estate management of interactive public displays. In: 19th international conference on World wide web (WWW 2010), Raleigh, 26–30 April 2010, ACM Press, p 1277. doi:10.1145/1772690.1772901

  • Madeira RN, Correia N (2007) Interaction between shared displays and mobile devices in an augmented objects framework. In: International conference on mobile ubiquitous computing, systems, services and technologies (UBICOMM 2007), Papeete, 4–9 Nov 2007, IEEE, pp 189–194. doi:10.1109/UBICOMM.2007.41

  • Maeda K, Nishi M, Yoshida T, Suzuki K, Inoue H (2010) Digital signage with audience detection using TV broadcasting waves. In: 10th IEEE/IPSJ international symposium on applications and the internet (SAINT 2010), Seoul, 19–23 July 2010, IEEE, pp 225–228. doi:10.1109/SAINT.2010.99

  • Maglio PP, Campbell CS (2000) Tradeoffs in displaying peripheral information. In: SIGCHI conference on human factors in computing systems (CHI 2000), The Hague, 1–6 April 2000, ACM Press, pp 241–248. doi:10.1145/332040.332438

  • Malheiros M, Jennett C, Patel S, Brostoff S, Sasse MA (2012) Too close for comfort: a study of the effectiveness and acceptability of rich-media personalized advertising. In: CHI 2012, Austin, 5–10 May 2012. pp 579–588

  • Massink M, Harrison M, Latella D (2010) Scalable analysis of collective behaviour in smart service systems. In: 25th ACM symposium on applied computing (SAC 2010), Sierre, 22–26 March 2010, ACM Press, p 1173. doi:10.1145/1774088.1774337

  • Matthews T (2006) Designing and evaluating glanceable peripheral displays. In: 6th ACM conference on designing Interactive systems (DIS 2006), University Park, 26–28 June 2006, ACM Press, p 343. doi:10.1145/1142405.1142457

  • Matthews T, Dey AK, Mankoff J, Carter S, Rattenbury T (2004) A toolkit for managing user attention in peripheral displays. In: 17th annual ACM symposium on user interface software and technology (UIST 2004), Santa Fe, 24–27 Oct 2004, ACM Press, p 247. doi:10.1145/1029632.1029676

  • McCallum DC, Irani P (2009) Arc-pad: absolute+ relative cursor positioning for large displays with a mobile touchscreen. In: 22nd annual ACM symposium on User interface software and technology (UIST 2009), Victoria, 4–7 Oct 2009. pp 153–156

  • Min W, Ketai H, Hua H (2010) Research on using of digital signage in museum visiting navigation. In: International conference on optoelectronics and image processing (ICOIP 2010), Haiko, Hainan, 11–12 Nov 2010, IEEE, pp 327–330. doi:10.1109/ICOIP.2010.172

  • Müller J, Krüger A (2007) Competing for your attention: negative externalities in digital signage advertising. In: Pervasive 2007, workshop: W9—ambient information systems, Toronto, 13 May 2007

  • Müller J, Exeler J, Buzeck M, Krüger A (2009a) ReflectiveSigns: digital signs that adapt to audience attention. In: Proceedings of 7th international conference on pervasive computing (Pervasive 2009), Nara, Japan, 11–14 May, pp 17–24

  • Müller J, Wilmsmann D, Exeler J, Buzeck M, Schmidt A, Jay T, Krüger A (2009b) Display blindness: the effect of expectations on attention towards digital signage. In: Proceedings of 7th international conference on pervasive computing (Pervasive 2009), Nara, Japan, 11–14 May, pp 1–8

  • Müller J, Alt F, Michelis D, Schmidt A (2010) Requirements and design space for interactive public displays. In: International conference on multimedia (MM 2010), Firenze, 25–29 Oct 2010, ACM, pp 1285–1294

  • Newman A, Dennis C, Zaman S (2007) Marketing images and consumers’ experiences in selling environments. Mark Manage J 17(1):136–150

    Google Scholar 

  • Nobuyuki K, Fleury G, Leigh J (2010) Tiled display system for improved communication efficiency. In: 5th international conference on P2P, parallel, grid, cloud and internet computing (3PGCIC 2010), Fukuoka, 4–6 Nov 2010, IEEE, pp 446–449. doi:10.1109/3PGCIC.2010.75

  • Numa K, Tomobe H, Sugimoto T, Miyata M, Toriumi K, Abe J, Hori K (2009) Public large screen enabled content collection and connection. In: 13th international conference on knowledge-based and intelligent information and engineering systems (KES 2009), Santiago, 28–30 Sept 2009

  • Ojala T, Kukka H, Lindén T, Heikkinen T, Jurmu M, Hosio S, Kruger F (2010) UBI-Hotspot 1.0: large-scale long-term deployment of interactive public displays in a City Center. In: 5th international conference on internet and web applications and services (ICIW 2010), Barcelona, 9–15 May 2010, IEEE, pp 285–294. doi:10.1109/ICIW.2010.49

  • Olivier P, Gilroy SW, Jackson DG, Kray C (2006) Crossmodal attention in public-private displays. In: 2006 ACS/IEEE international conference on pervasive services (ICPS 206), Lyon, 26–29 June 2006, IEEE, pp 13–18. doi:10.1109/PERSER.2006.1652201

  • Patterson DJ (2009) Constructing Topological maps of displays with 3-D positioning information. In: 3rd European conference on ambient intelligence (Am I 2009), Salzburg, 18–21 Nov 2009, pp 49–54

  • Peters A, Mennecke B (2011) The role of dynamic digital menu boards in consumer decision making. In: CHI 2011, Vancouver, 7–12 May 2011, ACM, pp 1693–1698

  • Pinhanez C, Kjeldsen R, Tang L, Levas A, Podlaseck M, Sukaviriya N, Pingali G (2003) Creating touch-screens anywhere with interactive projected displays. In: 11th ACM international conference on multimedia (MM 2003), Berkeley, 2–8 Nov 2003, ACM Press, p 460. doi:10.1145/957102.957112

  • Popp HF (2005) Videowände als Informationsschiene im Krisen- und Katastrophenfall. Notfall Rettungsmedizin 8(3):234–237. doi:10.1007/s10049-005-0731-9

    Article  Google Scholar 

  • PQ Media (2013) Global digital out-of-home media forecast 2013–2017. Global DOOH report series, vol 6. PQ Media, Stanford

    Google Scholar 

  • Rakkolainen IK (2008) Mid-air displays enabling novel user interfaces. In: 1st ACM international workshop on semantic ambient media experiences (SAME 2008) (MM 2008), Vancouver, 26–31 Oct 2008, ACM Press, p 25. doi:10.1145/1461912.1461919

  • Rakkolainen IK, Lugmayr AK (2007) Immaterial display for interactive advertisements. In: 9th international conference on advances in computer entertainment (ACE 2007), Salzburg, 13–15 June 2007, ACM Press, pp 95–98. doi:10.1145/1255047.1255066

  • Ranganathan A, Campbell RH (2004) Autonomic pervasive computing based on planning. In: 1st international conference on autonomic computing (ICAC 2004), New York, 17–19 May 2004, IEEE, pp 80–88. doi:10.1109/ICAC.2004.1301350

  • Redert A, Berretty R-P, Varekamp C, Willemsen O, Swillens J, Driessen H (2006) Philips 3D solutions: from content creation to visualization. In: 3rd international symposium on 3D data processing, visualization, and transmission (3DPVT 2006), Chapel Hill, 14–16 June 2006, IEEE, pp 429–431. doi:10.1109/3DPVT.2006.107

  • Reutterer T (2003) Bestandsaufnahme und aktuelle Entwicklungen bei der Segmentierungsanalyse von Produktmärkten. J Betrieb 53(2):52–74

    Google Scholar 

  • Reynolds L, Birnholtz J, Luxenberg E, Gutwin C, Mustafa M (2010) Comparing awareness and distraction between desktop and peripheral-vision displays. In: 28th of the international conference extended abstracts on human factors in computing systems (CHI EA 2010), Atlanta, 10–15 April 2010, ACM Press, p 3571. doi:10.1145/1753846.1754020

  • Ribeiro FR, José R (2009) Place-aware content selection from dynamic web sources for public displays. In: 5th international conference on signal image technology and internet based systems (SITIS 2009), Marrakesh, 29 Nov–4 Dec 2009, IEEE, pp 302–309. doi:10.1109/SITIS.2009.56

  • Ribeiro FR, José R (2010) Timely and keyword-based dynamic content selection for public displays. In: International conference on complex, intelligent and software intensive systems (CISIS 2010), Krakow, 15–18 Feb 2010, IEEE, pp 655–660. doi:10.1109/CISIS.2010.114

  • Robertson G, Czerwinski M, Baudisch P, Meyers B, Robbins D, Smith G, Tan D (2005) The large-display user experience. IEEE Comput Graph 25(4):44–51

    Article  Google Scholar 

  • Rogers Y, Hazlewood WR, Marshall P, Dalton N, Hertrich S (2010) Ambient influence: can twinkly lights lure and abstract representations trigger behavioral change? In: UbiComp 2010, Copenhagen, 26–29 Sept 2010, pp 261–270

  • Schulz von Thun F, Ruppel J, Stratmann R (2003) Miteinander reden. Kommunikationspsychologie für Führungskräfte., vol 12. rororo

  • Shami NS, Leshed G, Klein D (2005) Context of use evaluation of peripheral displays (CUEPD). In: Human-computer interaction (INTERACT 2005), Rome, 12–16 Sept 2005, Springer, pp 579–587

  • Shen X, Moere AV, Eades P (2005) An intrusive evaluation of peripheral display. In: 3rd international conference on computer graphics and interactive techniques in Australasia and Southeast Asia (GRAPHITE 2005), Dunedin, 29 Nov–2 Dec 2005, ACM Press. doi:10.1145/1101389.1101447

  • Silberer GA (2010) Digital Signage im stationären Handel: Das Anwendungs- und Wirkungspotenzial eines neuen POS-Mediums. Der Marke 49(1):3–16. doi:10.1007/s12642-010-0025-8

    Article  Google Scholar 

  • Stalder U (2011) Digital out-of-home media: towards a better understanding of means and effects of digital media in public space. In: Müller J, Alt F, Michelis D (eds) Pervasive advertising. Human-Comp edn. Springer, London, pp 31–56

    Chapter  Google Scholar 

  • Stasko J, Miller T, Pousman Z, Plaue C, Ullah O (2004) Personalized peripheral information awareness through information art. In: 6th international conference on ubiquitous computing (Ubicomp 2004), Nottingham, 7–10 September 2004, Springer, pp 18–35

  • Storz O, Friday A, Davies N, Finney J, Sas C, Sheridan JG (2006) Public ubiquitous computing systems: lessons from the e-campus display deployments. IEEE Pervas Comput 5(3):40–47. doi:10.1109/Mprv.2006.56

    Article  Google Scholar 

  • Strohbach M (2011) Toward a platform for pervasive display applications in retail environments. IEEE Pervas Comput 10(2):19–27. doi:10.1109/Mprv.2011.16

    Article  Google Scholar 

  • Sturm J, Herwijnen OH-v, Eyck A, Terken J (2007) Influencing social dynamics in meetings through a peripheral display. In: 9th international conference on multimodal interfaces (ICMI 2007), Nagoya, 12–15 Nov 2007, ACM Press, p 263. doi:10.1145/1322192.1322238

  • Taher F, Cheverst K, Harding M, Fitton D (2009) Formative studies for dynamic wayfinding support with in-building situated displays and mobile devices. In: 8th international conference on mobile and ubiquitous multimedia (MUM 2009), Cambridge, 22–25 Nov 2009, ACM Press, pp 1–10. doi:10.1145/1658550.1658555

  • Tam KY, Ho SY (2006) Understanding the impact of web personalization on user information processing and decision outcomes. Mis Q 30(4):865–890

    Google Scholar 

  • Tao J, Geng Z, Fan Q (2010) A sigitized water display system based on RS-422 bus. In: International conference on electrical and control engineering (ICECE 2010), Wuhan, 25–27 June 2010, IEEE, pp 39–43. doi:10.1109/iCECE.2010.18

  • Taylor CR, Franke GR (2011) Public opinion towards digital Billboards in the United States: an analysis of recent polls. In: Okazaki S (ed) Advances in advertising research: breaking new ground in theory and practice, vol 2. Gabler, Wiesbaden, Germany, pp 373–392

  • Telschow S, Loose N (2008) Digital Signage: Die globale Studie: Chancen und Risiken. Elsevier, Heidelberg, Germany

    Google Scholar 

  • Terken J, Sturm J (2010) Multimodal support for social dynamics in co-located meetings. Pers Ubiquitous Comput 14(8):703–714. doi:10.1007/s00779-010-0284-x

    Article  Google Scholar 

  • Tokuda Y, Suzuki Y, Nishimura K, Tanikawa T, Hirose M (2010) Cloud display. In: 7th international conference on advances in computer entertainment technology (ACE 2010), Taipei, 17–19 Nov 2010, pp 32–35. doi:10.1145/1971630.1971640

  • Tucker CE (2012) The economics of advertising and privacy. Int J Ind Organ 30(3):326–329. doi:10.1016/j.ijindorg.2011.11.004

    Article  Google Scholar 

  • Valli A (2008) The design of natural interaction. Multimed Tool Appl 38(3):295–305. doi:10.1007/s11042-007-0190-z

    Article  Google Scholar 

  • Vesanen J (2007) What is personalization? A conceptual framework. Eur J Mark 41(5/6):409–418. doi:10.1108/03090560710737534

    Article  Google Scholar 

  • Vogel D, Balakrishnan R (2004) Interactive public ambient displays: transitioning from implicit to explicit, public to personal, interaction with multiple users. In: 17th annual ACM symposium on user interface software and technology (UIST 2004), Santa Fe, 24–27 Oct 2004, ACM, pp 137–146

  • Yu K-M, Yu C-Y, Yeh B-H, Hsu C-H, Hsieh H-N (2010) The design and implementation of a mobile location-aware digital signage system. In: 6th international conference on mobile ad-hoc and sensor networks (MSN 2010), Hangzhou, 20–22 Dec 2010, IEEE, pp 235–238. doi:10.1109/MSN.2010.44

  • Zimmermann A, Specht M, Lorenz A (2005) Personalization and context management. User Model User-Adap 15(3–4):275–302. doi:10.1007/S11257-005-1092-2

    Article  Google Scholar 

Download references

Acknowledgments

The authors thank the editor and the anonymous reviewers for their helpful comments on an earlier version of the article, which contributed tremendously to improving the manuscript.

Author information

Authors and Affiliations

  1. Department of Information Systems and Operations, Vienna University of Economics and Business, Welthandelsplatz 1, D2, 1020 , Vienna, Austria

    Christine Bauer & Peter Lasinger

Authors
  1. Christine Bauer
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Peter Lasinger
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Christine Bauer.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Bauer, C., Lasinger, P. Adaptation strategies to increase advertisement effectiveness in digital media. Manag Rev Q 64, 101–124 (2014). https://doi.org/10.1007/s11301-014-0101-0

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11301-014-0101-0

Keywords

Stichwörter

JEL Classification

Search

Navigation