Location Recommendation of Digital Signage Based on Multi-Source Information Fusion

Abstract

Abstract:With the increasing amount of digital signage and the complexity of digital signage services, the problem of introducing precise location recommendation methods for digital signage should be solved by digital signage enterprises. This research aims to provide a sustainable location recommendation model that integrates the spatial characteristics of geographic locations and multi-source feature data to recommend locations for digital signage. We used the outdoor commercial digital signage within the Sixth Ring Road area in Beijing as an example and combined it with economic census, population census, average house prices, social network check-in data, and the centrality of traffic networks that have an impact on the sustainable development of the regional economy as research data. The result shows that the proposed method has higher precision and recall in location recommendation, which indicates that this method has a better recommendation effect. It can further improve the recommendation quality and the deployment of digital signage. By this method, we can optimize resource allocation and make the economics and resources sustainable. The digital signage recommendation results of the Beijing City Sixth Ring Road indicated that the areas suitable for digital signage were primarily distributed in Wangfujing, Financial Street, Beijing West Railway Station, and tourist attractions in the northwest direction of the Fifth Ring Road. The research of this paper not only provides a reference for the integration of geographical features and their related elements data in a location recommendation algorithm but also effectively improves the science of digital signage layout, prompting advertising efforts to advance precision, personalization, low carbonization, and sustainable development.

Site Selection of Digital Signage in Beijing: A Combination of Machine Learning and an Empirical Approach

“…Beijing is an important city where the global digital signage industry gathers. In central Beijing and its suburbs, digital signage accounts for 85% of the total signage in Beijing [20]. The 2014 Beijing Population Sample Survey Report showed that 79.5% of Beijing's permanent population is concentrated within the Sixth Ring Road [40].…”

“…Sheppard et al [16] used voice input and natural language processing methods to implement digital signage in the form of voice forwarding, enabling users to find information faster than with standard touch-screen-only methods. In addition, emerging technologies represented by big data technology have promoted the development of intelligent platforms for digital signage terminal management, automatic scheduling, and content distribution [17][18][19][20]. In summary, the research on digital signage mainly focuses on consumption behaviour and information system construction and lacks the site selection of digital signage.…”

Analysis of Spatial Characteristics of Digital Signage in Beijing with Multi-Source Data

“…The core urban built-up area is mostly covered within the Sixth Ring Road in Beijing, and has a large number of commercial and entertainment centers, government agencies, hospitals, universities and other urban facilities. Extensive digital signage highly distributed in the region, accounting for 85% of the total amount of digital signage in Beijing [16].…”

“…The layout of digital signage and its advertising effects are constrained by the location, accessibility, visibility, and the geographical environment surrounding the signage, which are decisive for the scientific management of digital signage [32]. Moreover, in former researches, the commercial activity, traffic capacity, population and the housing price were used as the environmental factors in this field [16,32]. In addition, we used the data of the number of commercial workers, the traffic network centrality index, the check-ins data, and the average house price to represent these factors.…”

“…With the increasing popularity of digital signage and the increasing complexity of the digital signage business, the understanding of the spatial characteristics of digital signage and its influencing factors is urgently needed to achieve scientific and sustainable management of digital signage. Currently, digital signage research mainly focuses on the systematic research of digital signage, consumer behavior, and content design [8][9][10][11][12], with the purpose of the management of digital signage terminals, automatic scheduling, and content distribution [13][14][15][16]. However, digital signage has the problems of unclear spatial patterns and influence mechanisms and lacks unified management of spatialization, overall planning and sustainability.…”