Seleção de anúncios em sinalização digital baseada na segmentação de mercado e comportamento do consumidor.

Abstract

world where the consumer's individual demand is ever growing, the increase in the desire for custom products causes a direct impact in publicity. Consumers are daily exposed to a myriad of communication media and require advertisements for products of interest. An alternative to make advertisement relevant to the interests of the consumers is making it customizable. Pervasive advertising makes feasible that process, because it allows advertisements to be adapted to the consumer's context. Digiital Signage is an example of pervasive advertising and has received increasing attention for its growth in adoption. Price drop on related technologies makes its adoption viable. Digital signage allows adapting and presenting advertisements to the consumers, using graphical elements which can be used to get further attention from the consumers. Also, this media can make the advertisements situational. Several approaches were proposed in order to adapt Digital Signage for the consumers. Most of these, however, depend on the explicit interaction with the consumer which may not take place due to the casualness of the communication media. In this work, we propose a method for making the advertisements selection more effective without the need for interaction with the customers. This method is based on information about the target audience and products of interest. The method was validated, tested and compared with other methods with similar purposes. The tests were performed in an experiment involving 112 interviewed. The results were satisfactory and compatible with approaches that require explicit interaction.