Technological developments in recent decades and the inclusion of Internet of Things (IoT) and Internet of Behavior (IoB) technologies are leading to a revolution across all areas of advertising, and Out Of Home Advertising (OOH) is not excluded. One of OOH’s main problems is that it still lacks the ability to target audiences accurately according to their preferences and behaviors. This aim of the research is studying how IoT/IoB can develop OOH targeting abilities: then proposing a case scenario for future opportunities. The research assumes that IoT/IoB implementation can add accurate targeting functions to OOH. Firstly, the research uses the descriptive methodology to present a literature review of OOH targeted advertising systems, as well as real world examples. Then, the research follows with an analytical comparative study of the most important OOH targeted advertising systems regarding the technologies used, the targeting functions, the targeted advertising process, and the most relevant advertisements selection. Finally, the research uses the Scenario Methodology in proposing a future case scenario of a targeted OOH advertising system at one of the largest and most important interchange railways stations in Egypt and the Middle East: Adly Mansour. The proposed scenario includes an overview of system architecture, targeting process, ad selection and display; including target audience interests and preferences identification by DOOH advertising can elevate OOH advertising capabilities to the level of online advertising and advertising via the Internet of Things.
Khalil, Gehan Abdelalim; Qutp, Maysoon Mohamed; and Nada, Mai Ali
"Intelligent Billboards Targeted Advertising Systems,"
Journal of Art, Design and Music: Vol. 2
, Article 5.
Available at: https://doi.org/10.55554/2785-9649.1020
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