OCAD University Open Research Repository

Responsive Environments Digital Out-of-Home Advertising: A Deeper Level of Interaction through Environments Data Analytics

Sun, Xiangyu (Anna) (2015) Responsive Environments Digital Out-of-Home Advertising: A Deeper Level of Interaction through Environments Data Analytics. Masters thesis, OCAD University.

Item Type: Thesis
Creators: Sun, Xiangyu (Anna)
Abstract:

The advertising industry is undergoing a revolution thanks to the development of digital media. Digital out-of-home (DOOH) advertising is part of this revolution. It refers to digital media used for marketing purposes in public and outdoor locations. The industry is growing by about 40% per year and is expected to reach US $7 billion annually. This thesis project aims to create a deeper level of interaction with DOOH audiences through environmental data analytics. The project allows the advertising team to create a display wherein the billboard content changes automatically and synchronically with changes in the display’s environment. Since digital out-of-home (DOOH) offers a market of absolute growth, I am also investigating how to introduce and launch this interactive solution to the DOOH advertising Industry. This plan is for the start-up of SunDOOH Consulting in Toronto, Canada and serves major U.S. market.

Date: April 2015
Uncontrolled Keywords: Advertising, Digital Media, Digital Out-Of-Home, SunDOOH Consulting, Toronto
Divisions: Graduate Studies > Digital Futures
Date Deposited: 13 Aug 2015 14:55
Last Modified: 13 Aug 2015 14:55
URI: http://openresearch.ocadu.ca/id/eprint/297

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