Finding the Sweet Spot: Public Displays for Advertising on Campus

Thanks to the advances of smart cities and all the interconnected technology surrounding it, advertisements are no longer restricted to static signage. Public (or pervasive) displays allow passersby to engage in dynamic and interactive experiences. However, in order to successfully deploy a new public display, a careful analysis is required, because there are many factors to take into account, such as visibility, interactivity and follow up. The present study used qualitative methods to elicit participant's impressions about places around the university campus. Map sketching and contextual interviews were conducted with ten graduate students from University College London. A thematic analysis was used for coming up with suggestions regarding this user group. This paper also contributes with a summary of factors from the literature findings that can help identifying potential locations for other similar case studies. Finally, the data provided interesting insights about current users' impressions about the adverts on campus and other existing public display, which can be very useful for novel endeavours in the advertisement industry.