TY  - JOUR
AB  - 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.
VL  - 6
IS  - 3
SN  - 1742-7371
DO  - 10.1108/17427371011084275
UR  - https://doi.org/10.1108/17427371011084275
AU  - Rosi Alberto
AU  - Codeluppi Alessandro
AU  - Zambonelli Franco
PY  - 2010
Y1  - 2010/01/01
TI  - Adaptive pervasive advertisement: scenarios and strategies
T2  - International Journal of Pervasive Computing and Communications
PB  - Emerald Group Publishing Limited
SP  - 333
EP  - 351
Y2  - 2024/04/23
ER  -