<abstract xmlns="http://www.w3.org/1999/xhtml"><p> The Internet and information and communication technologies (ICT) have changed everything: news, commerce, advertising, relating to others, getting information and transport too. It has changed how the people work, how they practice religion, how they date, how they spend the free time and how they travel. One of the technological innovations that are based on usage ICT in advertising space is digital signage. This article presents the results of research dedicated to investigate the relationships between customers-passengers and this new ICT technology in real environment. The results of the research stimulate the discussion about the future advertising practices in Žilina town. Based on the wide analysis of opportunities the digital signage technology in advertising practices, the presented marketing research investigates how passengers accept virtual advertising technology in urban transport system of Žilina town. Authors highlight the advantages of interactivity between digital signage technology and consumers. The conclusions of this article triggers further investigations in the area of the interactions between the digital advertising technology and passengers, and the passengers’ perception and acceptation of shopping activities on the basis of advertising in digital signage medias.</p></abstract>

The Internet and information and communication technologies (ICT) have changed everything: news, commerce, advertising, relating to others, getting information and transport too. It has changed how the people work, how they practice religion, how they date, how they spend the free time and how they travel. One of the technological innovations that are based on usage ICT in advertising space is digital signage. This article presents the results of research dedicated to investigate the relationships between customers-passengers and this new ICT technology in real environment. The results of the research stimulate the discussion about the future advertising practices in Žilina town. Based on the wide analysis of opportunities the digital signage technology in advertising practices, the presented marketing research investigates how passengers accept virtual advertising technology in urban transport system of Žilina town. Authors highlight the advantages of interactivity between digital signage technology and consumers. The conclusions of this article triggers further investigations in the area of the interactions between the digital advertising technology and passengers, and the passengers’ perception and acceptation of shopping activities on the basis of advertising in digital signage medias.

Digital Advertising System in Urban Transport System of Žilina Town

The Faculty of Operation and Economics of Transport and Communications University of Zilina Univerzitná 1, 01026, Zilina, Slovakia

Transport and Telecommunication Journal

This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

{"article-title":"Digital Advertising System in Urban Transport System of Žilina Town"}

The Internet and information and communication technologies (ICT) have changed everything: news, commerce, advertising, relating to others, getting information...

Digital Advertising System in Urban Transport System of Žilina Town

Publicado en línea: 21 jun 2014

Páginas: 215 - 226

DOI: https://doi.org/10.2478/ttj-2014-0019

© Transport and Telecommunication Journal Institute

This article is distributed under the terms of the Creative Commons Attribution Non-Commercial License, which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.