A virtual marketplace for advertising narrowcast over digital signage networks

摘要

Digital signage networks are a newly emerging form of electronic advertising technology that is rapidly growing in popularity but has received little attention in research literature. In this paper we motivate the cost reduction and increased effectiveness of advertising that is displayed and managed using digital signage networks as opposed to traditional signage. As an example, we describe a method for customizing advertising messages for particular demographics in different locations using dynamically configurable multimedia. We introduce a partially automated intermediary, namely the Digital Signage Exchange, which enables the formation of a virtual marketplace for display time on the digital signage network and facilitates collaboration between buyers and sellers. We present a concise representation for a customer's order for display time on the digital signage network and an informal business transaction management model for the exchange. This model includes support for advance bulk purchase of blocks of display time. The model also provides information to enable a counter-offer to be made to the customer when an order cannot be completely fulfilled as requested.