Adaptive pervasive advertisement: scenarios and strategies

Abstract

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.

Findings

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.

Practical 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.

Originality/value

Adaptive advertisement systems can offer notable commercial advantages over traditional advertisement systems even when visitors demonstrate poor collaboration towards the system.

Citation

Rosi, A., Codeluppi, A. and Zambonelli, F. (2010), "Adaptive pervasive advertisement: scenarios and strategies", International Journal of Pervasive Computing and Communications, Vol. 6 No. 3, pp. 333-351. https://doi.org/10.1108/17427371011084275