Rural Communities and Pervasive Advertising

Taylor, N; Cheverst, K

doi:10.1007/978-0-85729-352-7_13

Rural Communities and Pervasive Advertising

Lookup NU author(s): Dr Nick Taylor ORCiD, Dr Keith Cheverst

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This is the authors' accepted manuscript of a book chapter that has been published in its final definitive form by Springer, 2011.

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Abstract

Digital signage is most commonly seen in urban environments targetinglarge groups of viewers. We believe that there is also a role for pervasive technologyin smaller communities, including in rural areas that are typically late to receive thebenefits of new technologies. This chapter describes a recent pervasive advertisingdisplay deployed in Wray, a village in North West England, which was developedwith the involvement of community members and evaluated ‘in the wild’. Ourresearch contributes an exploration of rural communities as a site for pervasive digitalsignage, including our experiences relating to the design of the display and findingsrelating to its use in the community.