Today, people living in cities see up to 5000 ads per day and many of themare presented on public displays. More and more of these public displays arenetworked and equipped with various types of sensors, making them part of aglobal infrastructure that is currently emerging. Such networked and interactivepublic displays provide the opportunity to create a benefit for society in the formof immersive experiences and relevant content. In this way, they can overcomethe display blindness that evolved among passersby over the years. We see twomain reasons that prevent this vision from coming true: first, public displaysare stuck with traditional advertising as the driving business model, making itdifficult for novel, interactive applications to enter the scene. Second, no commonground exists for researchers or advertisers that outline important challenges. Theprovider view and audience view need to be addressed to make open, interactivedisplay networks, successful.The main contribution made by this thesis is presenting a design space for advertisingon public displays that identifies important challenges – mainly from ahuman-computer interaction perspective. Solutions to these core challenges arepresented and evaluated, using empirical methods commonly applied in HCI.First, we look at challenges that arise from the shared use of display space. Weconducted an observational study of traditional public notice areas that allowedus to identify different stakeholders, to understand their needs and motivations, tounveil current practices used to exercise control over the display, and to understandthe interplay between space, stakeholders, and content. We present a set of designimplications for open public display networks that we applied when implementingand evaluating a digital public notice area.Second, we tackle the challenge of making the user interact by taking a closerlook at attracting attention, communicating interactivity, and enticing interaction.Attracting attention is crucial for any further action to happen. We present anapproach that exploits gaze as a powerful input modality. By adapting contentbased on gaze, we are able to show a significant increase in attention and an effecton the user’s attitude. In order to communicate interactivity, we show that themirror representation of the user is a powerful interactivity cue. Finally, in orderto entice interaction, we show that the user needs to be motivated to interact andto understand how interaction works. Findings from our experiments reveal directtouch and the mobile phone as suitable interaction technologies. In addition, thesefindings suggest that relevance of content, privacy, and security have a stronginfluence on user motivation.    «

Today, people living in cities see up to 5000 ads per day and many of themare presented on public displays. More and more of these public displays arenetworked and equipped with various types of sensors, making them part of aglobal infrastructure that is currently emerging. Such networked and interactivepublic displays provide the opportunity to create a benefit for society in the formof immersive experiences and relevant content. In this way, they can overcomethe display blindness that evolved...    »