| Issue |
BIO Web Conf.
Volume 86, 2024
International Conference on Recent Trends in Biomedical Sciences (RTBS-2023)
|
|
|---|---|---|
| Article Number | 01107 | |
| Number of page(s) | 6 | |
| DOI | https://doi.org/10.1051/bioconf/20248601107 | |
| Published online | 12 January 2024 | |
Measuring the Impact of Public Display Advertising in Smart Cities: An Advertising Effectiveness Test
1 Moscow State University of Civil Engineering, 129337 Moscow, Russia
2 Uttaranchal University, Dehradun 248007, India
3 Lovely Professional University Phagwara, Punjab, India
4 K R Mangalam University, Gurgaon, India
5 GD Goenka University, Sohna, Haryana, India
* Corresponding Email- SolovyvaEB@mgsu.ru
The average age of the participants in this research, which evaluated the effects of public display advertising in smart cities, was found to be 31.2 years, with a gender distribution that is balanced. When compared to a prior review, exposure and memory rates showed a 5% improvement in recall rates and a 12% increase in exposure length, suggesting increased advertising effectiveness and reach. Purchase intent increased by 11.8% and interaction levels improved by 10%, according to consumer engagement ratings. In addition, post-exposure attitudes demonstrated a 2.7% improvement in relevance and a 5.4% rise in likeability, highlighting a favorable opinion of public display advertising. These results contribute to the disciplines of urban informatics and advertising effectiveness by providing insightful information on the changing role of public display advertising in the setting of smart cities.
Key words: urban informatics / smart cities / public display advertising / consumer involvement / advertising efficacy
© The Authors, published by EDP Sciences, 2024
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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