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Rural Communities and Pervasive Advertising

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



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.

Publication metadata

Author(s): Taylor N, Cheverst K

Editor(s): Müller, J., Alt, F., Michelis, D.

Publication type: Book Chapter

Publication status: Published

Book Title: Pervasive Advertising

Year: 2011

Pages: 269-286

Publisher: Springer

Place Published: Berlin


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

Library holdings: Search Newcastle University Library for this item

ISBN: 9780857293510