Electronic digital billboards (Digital Signage).With the enhancement of market acceptance and concern by the industry, the manufacturers see that as a new market. In fact, digital signage is a new concept, in order to change the way for media management. In this study, we start our research for the panel manufacturers and industrial computer(IPC)manufacturers to explore the products and status of the industry, and analysis of industry competition and the current literature review and interviews with companies to understand the digital signage industry that how to combine techniques to achieve dimensional transportation network Focus Media's business model. In this study, industry analysis and strategy theory with relevant industry news, interviews by case companies in order to provide management and development of this industry reference, can be found with the following conclusions: 1. Outdoor media business and the new choice: to make broadcast media, the effect can be segmented and re-positioning traditional advertising model of profit-sharing and profit-making. 2. Through the integration of Internet and computer technology: electronic billboard advertising from the traditional master-slave relationship with the audience becoming the development of relations between the evolution of interactive 3. Industry can combine the information through a variety of service components in order to create added value. 4. Through the provision of technical cooperation and strategic cooperation has become the key to advancing industrial development.

隨著資訊產業的發展和人們對即時訊息的需求，數位電子看板以多元化的面貌，逐漸取代了傳統的媒體，出現在我們生活的周遭。 根據知名研究機構iSuppli的報導，數位電子看板每年將有百分之三十以上的成長。這樣一個高成長的產業已吸引了包括日本、韓國等國際競爭者的目光，臺灣業者須要嚴肅地思考當如何面對此一挑戰。 本研究先行探討現有文獻和產業現況，後以波特的五種競爭力來分析數位電子看板產業，再敘述創新的營運模式和它如何創造價值。最後則是檢驗這個營運模式下的價值主張。 研究結論是加入服務創新元素的商業模式是能夠創造一個新的市場，整合供應鏈、發揮互補的功能，產生多項且持續的獲利來源，整合者的定位為價值創造者和價值支配者，並以一次購買(One Stop Shop)、創新服務、客製化為其競爭策略。 關鍵字： 數位電子看板，營運模式 / With the development of ICT (Information and Communication Technology) industry and the demand of instant information from consumer, Digital Signage, with multi-function feature, has replaced the traditional media and appeared in our daily life gradually. According to the report from iSuppli, the potential growth for digital signage will be more than 30% every year. This high growing industry has drawn the attention of all international competitors including Japan, Korea etc. Taiwan manufacturers need to consider how we are going to face this challenge. This study started with the review of existing literature and current industry status，followed by the industry analysis by Five Forces of Competition from M. Porter. It continued with the statement of an innovative business model and how the value is created. Lastly, we checked the value proposition of this business model. The conclusions of this study include, with added value of technical service, the mentioned business model is able to create a new market；integrating supply chain is able to create complementary and long term profit in different methods。 One stop shop, innovative service and customization will be its competitive strategies. Keywords: Digital Signage, Business Model

Till följd av de stora miljöutmaningar som världen står inför idag, där majoriteten av dem orsakats av människan, har ett hållbart konsumtionsbeteende blivit alltmer betydelsefullt. För att uppnå ett hållbart konsumtionsbeteende bör butikers gemensamma mål vara att involvera kunder till att handla mer hållbart samt främja miljövänliga och hållbara produkter. Tidigare forskning indikerar att konsumenter ofta vill konsumera mer hållbart men misslyckas emellanåt att konsumera efter sina värderingar, bland annat på grund av bristande information eller av ouppmärksamhet. Digitala skärmar kan anses vara ett fördelaktigt marknadsföringsverktyg för att främja hållbar konsumtion då det engagerar flera mänskliga sinnen samt tillkallar uppmärksamhet hos kunden. Syftet med studien är att empiriskt undersöka hur olika innehåll på en digital skärm kan påverka försäljningen av en specifik marknadsförd ”hållbar” respektive ”icke-hållbar” produkt. För att besvara syftet genomfördes ett fältexperiment på två likvärdiga avfallspåsar i en stormarknad där ena alternativet var ”hållbart” och det andra ”icke-hållbart”. Vidareplacerades en digital skärm ovanför de båda alternativen med ett affektivt innehåll under ena veckan och ett socialt validerande innehåll under den andra veckan. Studien utgick från en kvantitativ forskningsstrategi där resultaten baserades på försäljningsdata framtagen från de olika försäljningsplatserna. Studien indikerar att innehållen på den digitala skärmen inte påverkade kunders beslut vidvalet mellan den ”hållbara” och den ”icke-hållbara” avfallspåsen, då försäljningen av den ”icke-hållbara” avfallspåsen genomgående såldes mer än den ”hållbara”. I stället för att kunderna blev påverkade av hållbarhetsaspekten som förmedlades via skärmen kan det antas att andra faktorer såsom vanor och rutiner samt placering i butiken hade en störrepåverkan på kundernas beslut. Vidare framkommer vikten av butikernas inflytande vid kunders konsumtion, både med vilka varor de väljer att exponera och marknadsföra samt hur de väljer att bemöta kunden både verbalt och via skyltning. / As a result of the major environmental challenges facing the world today, where the majority of these have been caused by humans, sustainable consumption behavior has become increasingly important. To achieve sustainable consumption behavior, the common goal of stores should be to involve customers in more sustainable shopping behavior and to promote environmentally friendly and sustainable products. Previous research indicates that customers often want to consume more sustainably but sometimes fail to consume according to their values, among other things due to lack of information or inattention. Digital screens can be considered as a beneficial marketing tool to promote sustainable consumption as it engages several human senses and attracts customer attention. The purpose of the study is to empirically investigate how different content on a digital screen can affect the sales of a specific marketed sustainable and non-sustainable product. To answer the purpose, a field experiment was carried out on two equivalent waste bags in a supermarket where one alternative was sustainable and the other non-sustainable. Furthermore, a digital screen was placed above the two alternatives with an affective content for one week, and socially validating content during the second week. The study was based on a quantitative research strategy where the results were based on sales data produced from the various points of sale. The study indicates that the contents of the digital screen did not influence customers' decisions in the choice between the sustainable and the non-sustainable waste bag, as sales of the non-sustainable waste bag were consistently sold more than the sustainable one. Instead of the customers being influenced by the sustainability aspect that was conveyed via the screen, it can be assumed that other factors such as habits and routines as well as locations in the store had a greater impact on the customers' decisions. Furthermore, the importance of the stores 'influence on customers' consumption emerges, both in which goods they choose to expose and market and how they choose to respond to customers both verbally and via signage.

The purpose of this thesis is to investigate how Digital Signage systems such as public info kiosks can be designed to better fulfill its main use; to enlighten, encourage and influence the public with information. The challenges presented from earlier studies shows that the public interests and goals, together with proper and relevant content displayed in info kiosks have impact on the attention the public have towards public displays. Qualitative methods such as interviews, usability testing and observations were conducted to further examine how a public info kiosk can be designed to draw attention and grow interest amongst students at K3, Malmo University. Usability testing were used on the digital prototypes that were developed to ensure that the gestural user interface meet the requirements of a proper interaction from the users. Important insights were made concerning; the attention and interest to relevant content, the aspects of the gestural user interface along with the placement of the info kiosk in terms of context. These key factors need to be properly investigated and developed to ensure a better deployment of a public info kiosk. It is suggested that using the principles of interaction design by doing research and studies of public interest and needs, and optimizing it by taking the specific context of place and time in account when a designing content. The results from this thesis suggests that an installation of a public info kiosk will successfully earn the attention and interest from the public if the content is relevant and interesting to the specific public. It is also important that the systems perform well in terms of software and hardware to allow a fluid and intuitive interaction with the gestural user interface.

數位看板(Digital Signage)被稱為第五大媒體，與平面報導、電台、電視和網際網路並列之，本產業發展需要跨領域整合數位科技與廣告媒體，全球各調查報告也都一致看好數位看板產業的未來性。然而，回顧數位電子看板研究，大多針對技術創新進行討論，鮮少針對數位電子看板相關營運事業模式創新進行探討。本研究係以台灣兩家具代表性的數位看板媒體營運商為個案研究對象。研究成果，一方便可以提供兩家個案業者做為未來發展改進的參考，另一方面，可做為其他業者的創新模範。 本研究以A、B兩公司為研究對象，深入訪談且直接觀察分析與評估數位電子看板媒體營運商的事業模式創新。從創新機會與因素的環境變項、個人變項與組織變項，嘗試針對Hamel(2000)提出之事業模式架構進行分析，瞭解創新機會與因素對事業模式在核心策略、策略性資源、客戶介面與價值網絡之影響。歸納整理兩者其因果關係並找出兩家業者經營模式創新的異同之處。本個案之研究問題 : 一、瞭解數位電子看板媒體營運商創新機會與因素為何。 二、瞭解創新機會與因素對事業模式創新的影響，兩者關係為何。 個案研究顯示，因產業與市場結構的改變，數位電子看板技術的進步，提供個案中經營者創新的機會，創業成立具備多媒體與互動效果的數位電子媒體，取代傳統戶外平面看板。數位電子看板媒體可以電子系統化管理，因此能在更多的特定場域、播放給特定的人看，成為精準媒體。另外，組織領導者若擁有創新者精神及媒體營運專長，亦將有助於差異化基礎的建立，創新產品與市場擴展。

Made available in DSpace on 2015-03-26T13:28:11Z (GMT). No. of bitstreams: 1 texto completo.pdf: 4625552 bytes, checksum: 1d78a0ca99fd5b13dc90107ef8ea9c3e (MD5) Previous issue date: 2012-06-22 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study aims to evaluate the altimetric accuracy of Digital Surface Models - DSM and generation of a DSM composed using scene taken by PRISM Sensor - Panchromatic Remote Sensing Instrument for Stereo Mapping (viewing directions Backward, Forward and Nadir) which is located aboard the ALOS satellite (Advanced Land Observing Satellite). The Toutin Model is used to perform on the realization of geometric correction of images, were that took into account the influence of the number of control points and tie points for generation of DSMs. There were generated 54 models divided into four tests which look forward to determinate the minimum number of tie points to be used for the generation of DSM (test 01), the adequacy of the methodology proposed by IBGE (2009) for the region studied, whose relief has different characteristics employed by this agency (test 02), the influence of increasing the number of control points on the altimetric quality DSMs (test 03) and the effect of the combination of the three viewing directions behavior and the use of different strategies of correlation between images and spatial resolution of the models in the final products accuracy (test 04). The DSM derived from each test were evaluated by use of the Decree-Law 89.817/1984 and those which recieved better ratings were submitted to a local analysis, where it was investigated the behavior of the altitude values using the PEC for an area located in Viçosa and a empirical analysis was employed, in order to verify the behavior of pixels located regions that had shades of vegetation and cloud shadows using for that the correlation coefficient of epipolar pairs generated for each DSM besides conducting analysis of the effects of slope on the quality altimetric using as base the correlation coefficient. The DSMs that showed better results after the use of all these tests were used for the orthorectification of the Nadir scene and orthoimages, were evaluated globally using the PEC and the local way, in order to verify the influence of radiometric resolution on the vectorization of orthoimage. The DSM used for orthorectification also underwent a final examination, which took place a refinement in their altitude values by employing the Koppe s Formula modified by Kraus (2004) that takes into account the influence of slope and the scale factor when taken on the scenes of aerial images which led to a Composed DSM consisted of all pixels that presented a lower standard deviation. The results revealed that the PRISM sensor allows to obtain DSMs of consistent standards for the National Mapping Scale 1:25.000, with the need to use a minimum number of seven control points associated with twelve tie points and use of viewing directions Backward x Nadir for the generation of models. The increase in the number of control points to perform the correction using the geometric Toutin model did not bring significant improvements to the quality of altimetric DSMs evaluated, although they showed the best results were those that used 60 control points in their generation. The methodology proposed by IBGE (2009) proved to be applicable to regions with similar characteristics to those studied in this work, although there is a need for testing in areas with similar characteristics studied. Using the Koppe s Formula modified was satisfactory, allowing to associate in a single DSM the lowest indicative altimetric errors found for the altimetric component, and the results were superior to the other models evaluated. The orthoimages obtained are classified in Class A of the Decree-Law for the scale of 1:25.000, however due to the low radiometric resolution of the scenes PRISM (8 bits) the extraction process of physical elements, especially in urban areas, become difficult to interpret. / O presente trabalho tem como objetivo a avaliação da acurácia altimétrica de Modelos Digitais de Superfície (MDSs) e geração de MDSs compostos, utilizando a cena tomada pelo Sensor PRISM - Panchromatic Remote Sensing Instrument for Stereo Mapping no modo triplet (visadas Backward, Nadir e Forward) que se encontra a bordo do Satélite ALOS (Advanced Land Observing Satellite). Para realização da Correção Geométrica das imagens foi empregado o Modelo de Toutin. Foram gerados 54 MDSs divididos em quatro testes, que procuraram verificar o número mínimo de pontos de ligação a serem utilizados para geração de cada MDS, a adequação da Metodologia proposta por IBGE (2009) a uma região, cujo relevo possui características diferentes da estudada por este órgão, a influência do aumento do número de pontos de controle na qualidade altimétrica dos MDSs e a combinação das três visadas associadas ao uso de diferentes estratégias de correlação entre imagens e resolução espacial dos modelos. Os MDSs resultantes de cada teste foram avaliados através do emprego do Decreto-Lei 89.817/1984 que institui o Padrão de Exatidão Cartográfica PEC e aqueles que obtiveram melhor classificação foram submetidos a uma análise local, onde se verificou o comportamento dos valores de altitude empregando o PEC para uma área situada no município de Viçosa, bem como realizada uma análise empírica, com a finalidade de verificar o comportamento dos pixels situados em regiões que apresentavam sombras da vegetação e sombras de nuvens, utilizando para isso, o coeficiente de correlação dos pares epipolares gerados para cada MDS, além da realização de análise dos efeitos da inclinação do terreno sobre a qualidade altimétrica tomando como base o coeficiente de correlação. Os MDSs que apresentaram melhores resultados após emprego dos quatro testes foram utilizados para a ortorretificação da cena Nadir e as Ortoimagens resultantes foram avaliadas de maneira global empregando o PEC e de maneira local, onde verifIcou-se a influência da resolução radiométrica na vetorização da Ortoimagem. A última análise consistiu na realização de um refinamento nos valores de altitude dos MDSs que apresentaram melhor classificação, através do emprego da Fórmula de Koppe modificada por Kraus (2004), que leva em consideração a influência da declividade e do fator de Escala sobre as cenas quando tomadas de imagens aéreas. Esta Fórmula foi adaptada para uso em uma imagem orbital e utilizada no intuito de se obter um indicativo da localização do erro altimétrico sobre cada MDS, onde se gerou um novo modelo, denominado MDS Composto. Os resultados obtidos permitiram constatar que o sensor PRISM permite a obtenção de MDSs compatíveis as normas da Cartografia Nacional para a Escala de 1:25.000, havendo a necessidade de utilização de um número mínimo de sete pontos de controle associados a doze pontos de ligação e o uso das visadas Backward x Nadir (que apresentaram os melhores resultados) para a geração dos Modelos. O aumento do número de pontos controle para realização da correção geométrica empregando o Modelo de Toutin não trouxe melhorias significativas aos MDSs avaliados, embora os que apresentaram melhores resultados foram aqueles que utilizaram 60 pontos de controle em sua geração. A Metodologia proposta por IBGE (2009) se mostrou aplicável a regiões com características semelhantes à estudada neste trabalho, embora exista a necessidade de realização de testes em áreas com características semelhantes à estudada. O uso da Fórmula de Koppe modificada se mostrou satisfatório, permitindo associar em um único MDS os valores de altitude que apresentam o menor indicativo de erro encontrado para a componente altimétrica, sendo que os resultados obtidos através do emprego desta Equação foram superiores aos demais Modelos avaliados. As ortoimagens obtidas se enquadraram na Classe A do PEC para a escala de 1:25.000, contudo devido à baixa resolução radiométrica das cenas PRISM (8 bits) o processo de extração de elementos físicos, principalmente em áreas urbanas tornaram-se de difícil interpretação.

<p>Forskning visar att 65 procent av konsumenternas köpbeslut av dagligvaror fattas i butikerna. Denna studie syftade till att studera konsumenters medvetenhet om tv-reklam i dagligvarubutik, hur deras köpbeteende påverkas, och i vilken grad kognitiva och perceptuella faktorer inverkar på om tv-reklam medvetet uppfattas av konsumenten eller inte. Endast fyra av 120 konsumenter upptäckte den tv-skärm som de stått intill och ingen mindes vad tv-skärmen visat, en stark indikation på att konsumentens uppmärksamhet kan vara mycket svårfångad. Huruvida visad reklamfilm var försedd med ljud och prisuppgift eller inte tycktes inte ha någon effekt på konsumenternas medvetenhet och ingen försäljningseffekt kunde påvisas men generella slutsatser kräver ytterligare forskning. Fortsatt forskning kan även undersöka konsumentens mottaglighet för tv-reklam på olika platser i butiken.</p>

<p>Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors.</p><p>The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations.</p><p>It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.</p><p> </p>

<p>In this age of ubiquitous advertisement, people are getting more and more burdened withadvertising clutter. Digital Signage (DS) has evolved to be a new medium that can cut throughthis clutter and reach a large number of consumers. Though Digital Signage was introduced asan in-store advertising medium, soon it started to replace traditional static billboards with thebenefit of technological advancement.</p><p>While advertising effectiveness is a much discussed subject, effectiveness of an advertisingmedia is still a less explored area. Our research explored the effectiveness of Digital Signageas an advertising media in terms of its placement inside of a store and outside of a store. Atthe beginning we developed a model to measure the effectiveness of Digital Signage on thebasis of an existing model, termed as Advertising Response Model (ARM). Based onprofound study and analysis of previous literature on advertising and media effectiveness,consumer psychology, outdoor advertising and intermediate measurement variables weconstructed the modified version of ARM that deemed to be the best fit with our purpose. Wefurther developed four hypotheses on the basis of the four major variables of our model.</p><p>The result of our study indicated that placement of Digital Signage inside and outside of thestore environment impacts the variables of Attention, Recall and Media Liking of theaudience differently. However, no significant difference in consumers’ Buying Interest issupported. Placing Digital Signage inside of the store as well outside of the store both hasdifferent degrees of impact on consumers in terms of Attention, Recall and Media Liking. Thecorrelations among the variables were also explored and thus we presented some strategicinsights about the placement of Digital Signage and practical implications for managers in thescope of our study.</p><p>Our research area has received comparatively less academic attention than other advertisingmedia. However, considering the growing importance of Digital Signage as a groundbreakingadvertising medium and scope of future research work, we believe Digital Signage will be asubject of interest for the academics, the advertisers as well as for the companies.</p>

Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a consumer is exposed to digital signage encouraging SMS interaction in order to receive an electronic voucher entitling the consumer to a discount. If the voucher is used, revenues can be linked to a specific campaign and ROI can be calculated. The study focus on measuring the tendency consumers have to interact through SMS when they get exposed to relevant advertising and the tendency they have to use the voucher that is sent to them as a result of the interaction.  The question is how efficient this method is for measuring ROI. In order to bring clarity to the issue, I conducted a quantitative survey using an online self completion questionnaire as measurement tool. It was distributed through e-mail among students at the College of Management at National Taiwan University. Furthermore, I have chosen a deductive approach, my epistemological position is positivism and I therefore utilize the scientific model conducting my research. My ontological position is objectivism meaning that I believe reality is independent of social actors. The empirical data collected showed that the method in focus have great potential in working efficient for measuring ROI of digital signage. The general tendency to interact through SMS was high, on average 82.3% of the respondents would interact through SMS when getting exposed to relevant advertising. In addition, 96.5% of those would also use the voucher sent to them, enabling ROI calculations. It was presumed that the digital signage advertising was relevant to such an extent to the consumer getting exposed to it, that he/she already had a purchase intention of the product/service which the advertising regarded. This should be remembered when evaluating the results. Nevertheless, if advertisers succeed in reaching out with relevant advertising enough, the findings in this study indicates that the method is an efficient tool to use for ROI calculations of digital signage.