AdvMOB: Interactive visual analytic system of billboard advertising exposure analysis based on urban digital twin technique
Digital outdoor billboards have emerged as powerful marketing tools for engaging consumers. However, the industry grapples with challenges, notably in accurately gauging exposure and understanding consumer demographics. Current ad placement models often overlook ad effectiveness and oversimplify adv...
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| Published in | Advanced engineering informatics Vol. 62; p. 102829 |
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| Main Authors | , , , , |
| Format | Journal Article |
| Language | English |
| Published |
Elsevier Ltd
01.10.2024
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| Subjects | |
| Online Access | Get full text |
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| Abstract | Digital outdoor billboards have emerged as powerful marketing tools for engaging consumers. However, the industry grapples with challenges, notably in accurately gauging exposure and understanding consumer demographics. Current ad placement models often overlook ad effectiveness and oversimplify advertising influence, resulting in a significant disparity between decision-making and real-world impact. To tackle these hurdles, this study introduces an innovative interactive visual analytic system, AdvMOB, designed to evaluate and scrutinize billboard exposure within urban landscapes and adeptly delineate the genuine reach of each advertisement. It integrates personal information and trajectory data to characterize the authentic impact of individual billboards. Through the fusion of urban architectural insights, and human mobility data, this system comprehensively evaluates, compares, and delves into the depth of billboard exposure in urban settings via an intuitive interface. The proposed AdvMOB system demonstrates substantial potential in revolutionizing the design of billboard advertisements by offering nuanced insights and comprehensive support. |
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| AbstractList | Digital outdoor billboards have emerged as powerful marketing tools for engaging consumers. However, the industry grapples with challenges, notably in accurately gauging exposure and understanding consumer demographics. Current ad placement models often overlook ad effectiveness and oversimplify advertising influence, resulting in a significant disparity between decision-making and real-world impact. To tackle these hurdles, this study introduces an innovative interactive visual analytic system, AdvMOB, designed to evaluate and scrutinize billboard exposure within urban landscapes and adeptly delineate the genuine reach of each advertisement. It integrates personal information and trajectory data to characterize the authentic impact of individual billboards. Through the fusion of urban architectural insights, and human mobility data, this system comprehensively evaluates, compares, and delves into the depth of billboard exposure in urban settings via an intuitive interface. The proposed AdvMOB system demonstrates substantial potential in revolutionizing the design of billboard advertisements by offering nuanced insights and comprehensive support. |
| ArticleNumber | 102829 |
| Author | Feng, Defan Chen, Qi Yu, Qing Li, Ge Zhang, Haoran |
| Author_xml | – sequence: 1 givenname: Qing orcidid: 0000-0003-2513-2969 surname: Yu fullname: Yu, Qing organization: School of Urban Planning and Design, Peking University Shenzhen Graduate School, Shenzhen, 518055, Guangdong, China – sequence: 2 givenname: Defan surname: Feng fullname: Feng, Defan organization: Department of Computer Science and Engineering, Southern University of Science and Technology, Shenzhen, 518055, Guangdong, China – sequence: 3 givenname: Ge surname: Li fullname: Li, Ge organization: School of Geography and Information Engineering, China University of Geosciences (Wuhan), Wuhan, 430074, Hubei, China – sequence: 4 givenname: Qi surname: Chen fullname: Chen, Qi organization: School of Geography and Information Engineering, China University of Geosciences (Wuhan), Wuhan, 430074, Hubei, China – sequence: 5 givenname: Haoran surname: Zhang fullname: Zhang, Haoran email: h.zhang@pku.edu.cn organization: School of Urban Planning and Design, Peking University Shenzhen Graduate School, Shenzhen, 518055, Guangdong, China |
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| Keywords | Billboard exposure analysis Human mobility data Digital twin Visual analytics Interactive system |
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| Title | AdvMOB: Interactive visual analytic system of billboard advertising exposure analysis based on urban digital twin technique |
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