Enhancing digital advertising using dynamically configurable multimedia

Digital signage networks are a newly emerging form of multimedia advertising technology that is rapidly growing in popularity but has received little attention in multi-media literature. In this paper we motivate the cost reduction and increased effectiveness of advertising that is displayed and managed using digital signage networks as opposed to traditional signage. As an example, we describe a method for customizing advertising messages for particular demographics in different locations using dynamically configurable multimedia. We describe a partially automated intermediary, namely the digital signage exchange, that forms a virtual marketplace for the purchase and sale of multimedia advertising on the digital signage network.