Grabbing Pedestrian Attention with Interactive Signboard for Street Advertising

Heeyoon Jeong, Gerard Kim

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Digital interactive signboards are now very common. However, they are still mostly non-interactive and convey information only in one way. In this poster, we explore the idea of an advertisement that has a moving element according to that of the observer to grab and keep one’s attention span and maximize the advertising effect. We have implemented a prototype of such an interactive signboard and conducted a pilot experiment comparing the gaze heat maps of observers of between our approach and traditional non-interactive signboard. Results have shown that the proposed approach was able to significantly increase the time the observer stayed with the advertisement while walking by it.

Original languageEnglish
Title of host publicationIntelligent Human Computer Interaction - 12th International Conference, IHCI 2020, Proceedings
EditorsMadhusudan Singh, Dae-Ki Kang, Jong-Ha Lee, Uma Shanker Tiwary, Dhananjay Singh, Wan-Young Chung
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages5
ISBN (Print)9783030684518
Publication statusPublished - 2021
Event12th International Conference on Intelligent Human Computer Interaction, IHCI 2020 - Daegu, Korea, Republic of
Duration: 2020 Nov 242020 Nov 26

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12616 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


Conference12th International Conference on Intelligent Human Computer Interaction, IHCI 2020
Country/TerritoryKorea, Republic of

Bibliographical note

Publisher Copyright:
© 2021, Springer Nature Switzerland AG.


  • Advertising
  • Attention
  • Gaze tracking
  • Interaction

ASJC Scopus subject areas

  • Theoretical Computer Science
  • General Computer Science


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