Abstract

In 2010 technology trends became popular that were as diverse and innovative as net neutrality, internet television, video on demand, mobile commerce (due to the increase of the smartphone market), new algorithms that try to compete with Google, content spam, augmented reality, progress on ebooks and transmedia, multitouch interaction, digital out-of-home (dooh) advertising or digital signage, and open data web (open data and linked data) that replaces the semantic web, while the popularization of web 2.0 leads to intensive use of social networks in all areas of digital life, including social commerce.

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. Document type: Article