Adaptive pervasive advertisement: scenarios and strategies

摘要

Purpose - Starting from the premise that digital screens are pervading our everyday urban and social environments to serve a variety of purposes, the purpose of this paper is to show how screens can be made aware of what is happening around them and - based on specific strategies - adapt accordingly the advertisement flow to supply to users more engaging contents. Design/methodology/approach - The paper presents an overview of future pervasive advertisement scenarios, and sketches the architecture and implementation of a system for adaptive context-aware pervasive advertisement Subsequently, with the help of a simulation environment, the paper evaluates the performances of several adaptive context-aware advertisement strategies, and compares them against non-adaptive ones.rnFindings - The paper demonstrates that, in a wide range of conditions, an advertisement system based on adaptive context-aware strategies leads to a gain in terms of commercial value with respect to traditional non-adaptive strategies for advertisement broadcasting.rnPractical implications - A system for pervasive advertisement could be easily brought to life, leading advertisement companies to a much more targeted exploitation of the screen resource and, eventually, to higher revenues.rnOriginality/value - Adaptive advertisement systems can offer notable commercial advantages over traditional advertisement systems even when visitors demonstrate poor collaboration towards the system.