Providing Targeted Digital Signage: Possible Solutions

Abstract

Presenting information to a wide audience through digital signage has now become a very popular way in both public areas (shopping centers, exhibitions) and areas accessible by limited groups of people (condominiums, office buildings). This method of information delivery can be used both for advertising and for non-commercial information. Although targeted information delivery to one person (for example, banner ads on web pages) is already very well developed, the design of digital signage systems that provide targeted information has not been paid enough attention. The paper proposes an approach to providing information through targeted digital signage. The research method used in this work is based on the design science research (DSR) approach. This is an approach to problem solving, motivated and initiated by a specific business problem and trying to solve this problem by creating and verifying information technology artifacts, such as prototypes, models, methods, or architectures. Based on this method, the problem was refined, in particular, from the point of view of the housing industry, which led to the development of a new solution to support business processes of stakeholder groups in the industry. Verification of the draft decision showed that additional technological solutions are needed, such as user identification support, search for common preferences for a group of users, ensuring confidentiality of interests and preferences of individual users. The paper also proposes technologies for user identification and finding common interests and preferences.