Description:
<jats:sec><jats:title content-type="abstract-heading">Purpose</jats:title><jats:p>Starting from the premise that digital screens are pervading our everyday urban and social environments to serve a variety of purposes, the purpose of this paper is to show how screens can be made aware of what is happening around them and – based on specific strategies – adapt accordingly the advertisement flow to supply to users more engaging contents.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Design/methodology/approach</jats:title><jats:p>The paper presents an overview of future pervasive advertisement scenarios, and sketches the architecture and implementation of a system for adaptive context‐aware pervasive advertisement. Subsequently, with the help of a simulation environment, the paper evaluates the performances of several adaptive context‐aware advertisement strategies, and compares them against non‐adaptive ones.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Findings</jats:title><jats:p>The paper demonstrates that, in a wide range of conditions, an advertisement system based on adaptive context‐aware strategies leads to a gain in terms of commercial value with respect to traditional non‐adaptive strategies for advertisement broadcasting.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Practical implications</jats:title><jats:p>A system for pervasive advertisement could be easily brought to life, leading advertisement companies to a much more targeted exploitation of the screen resource and, eventually, to higher revenues.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-heading">Originality/value</jats:title><jats:p>Adaptive advertisement systems can offer notable commercial advantages over traditional advertisement systems even when visitors demonstrate poor collaboration towards the system.</jats:p></jats:sec>