The business with digital signage for advertising

Autor(en)
Christine Bauer, Natalia Kryvinska, Christine Strauss
Abstrakt

The market for digital signage has been growing at an accelerated pace for years. The benefits of novel approaches – such as contextualization and interaction functionalities – were soon recognized for achieving better advertis-ing effects. However, the major types of digital signage currently in use have different requirements on the entire digital signage system. These requirements include components such as the digital signage network, digital signage ex-change, scheduling, and pricing. The present paper discusses the differences be-tween these components in depth. The core contribution of this paper is a de-tailed analysis of the potential of digital signage. Emphasis is placed on chal-lenges in performance measurement and implementation, operating and using a digital signage system, display blindness, and negative externalities. Possible solutions, as well as best practices are presented. At its core, this paper provides an overview of the essentials of doing business with digital signage.

Organisation(en)
Institut für Rechnungswesen, Innovation und Strategie
Band
15
Seiten
285-302
Anzahl der Seiten
18
DOI
https://doi.org/10.1007/978-3-319-28907-6_19
Publikationsdatum
2016
Peer-reviewed
Ja
ÖFOS 2012
502050 Wirtschaftsinformatik, 502007 E-Commerce, 502019 Marketing
Schlagwörter
ASJC Scopus Sachgebiete
Information Systems and Management, Information systems, Management of Technology and Innovation, Management Information Systems, Computer Science Applications
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/the-business-with-digital-signage-for-advertising(86bce3a5-80a7-45c4-8ade-2ffcc1281bb8).html