Naslov
Impact of Artificial Intelligence on DOOH Advertising: Message-persuasion Level Enhancement Using Illusion Board and Personalized Insights

Autori
Mršić Leo

Izvornik
Springer Lecture Notes in Networks and Systems (2367-3370) 569 (2023); 1-10

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
OOH, DOOH, anamorphic illusion, digital marketing, data science artificial intelligence in marketing, personalized marketing, ads that can see

Sažetak
The marketing, more precisely, advertising industry has always been driven by the pursuit of personalization, precise identification of target groups, attracting the right audience and attribution for the least effort with the lowest cost. In order for this technique to be successful, it requires a significant and deep knowledge of the audience. That deep knowledge relies on data science, especially in marketing areas of search engine optimization, customer engagement, responsiveness, profiling and real- time marketing campaigns. Moreover, new ways to apply data science and analytics in marketing emerge every day as we witness activities like extreme personalization, micro-targeting, micro- segmentation, and many others. And as result OOH (“out-of-home advertising”) was disregarded until recently because of its lack of ability to provide attribution or consumer data. Nevertheless, transformation from traditional out-of-home advertising to digital out-of-home (“DOOH”) advertising or any “digital media endorsing audio and video messages related to products or services outside of the home”, illustrates how the advertising industry is leveraging new technologies to continue the pursuit of personalization and customization. Our research starts with traditional OOH and expand to usage of anamorphic illusion technology, which is the art of bending images through optical illusions which rely on viewers to be standing or viewing from a specific angle to actually see or realize the full effect of the finished creative. Being able to predict where viewers will stand, based on illusion board content, our research provide methodology which brings platform for message- persuasion level enhancement by collecting anonymized data and turn them into business-driven personalized insights. Research include AI empowered platform for recognition and collection of insights from audience.

Izvorni jezik
Engleski

Znanstvena područja
Računarstvo, Informacijske i komunikacijske znanosti

POVEZANOST RADA