A Research on Personalized Mobile Advertising Service using the Linkage between Digital Signage and Smartphones

This paper proposes a new personalized mobile advertising service using a smartphone connected with a digital signage which is increasingly common for out-of-home advertising. The advertising contents can be transferred with their metadata to a digital signage. Then, the signage delivers only metadata to smartphones in close proximity of it. Based on the user's preference, an application on a smartphone stores advertising metadata and publishes a personalized advertising e-catalog automatically. A smartphone user can browse, edit and share it with friends. In the view of extension of the reach of the advertising contents of various N-Screen devices including a digital signage and a smart TV to a smartphone and supplying personalized advertising data, this advertising model will be very beneficial and commercialized in the near future.