Responsive Environments

Synopsis

This thesis project aims to create a deeper level of interaction with DOOH audiences through environmental data analytics. The research goal was to learn how to cause a DOOH installation to generate timely responsive content through the analysis of data gathered from visitors and the environment. The project utilizes different sensors and open data programs on the Internet (inexpensive and readily available technologies) to collect data from users and environmental factors, such as weather and the public’s dwell time. This process would allow the advertising team to create a display wherein the billboard content changes automatically and synchronically with changes in the display’s environment. For instance, a billboard can display ads for hot drinks when the temperature is low and for icy ones when the temperature rises. Hence, a creative agency working on an ad campaign would be able to generate synchronically responsive display contents to optimally attract target users’ attention while simultaneously receiving valuable market research input through ongoing data collection and analytics. Traditional out of home advertising pushes display contents to the audience. The contents are constant and unchangeable; there is no feedback from passersby or the environment. The interactive solution proposed here generates feedback from users and delivers the data to the creative agency while synchronously opening up two-way communication between end users and the creative agency.