AdvMOB: Interactive visual analytic system of billboard advertising exposure analysis based on urban digital twin technique

Abstract

Digital outdoor billboards have emerged as powerful marketing tools for engaging consumers. However, the industry grapples with challenges, notably in accurately gauging exposure and understanding consumer demographics. Current ad placement models often overlook ad effectiveness and oversimplify advertising influence, resulting in a significant disparity between decision-making and real-world impact. To tackle these hurdles, this study introduces an innovative interactive visual analytic system, AdvMOB, designed to evaluate and scrutinize billboard exposure within urban landscapes and adeptly delineate the genuine reach of each advertisement. It integrates personal information and trajectory data to characterize the authentic impact of individual billboards. Through the fusion of urban architectural insights, and human mobility data, this system comprehensively evaluates, compares, and delves into the depth of billboard exposure in urban settings via an intuitive interface. The proposed AdvMOB system demonstrates substantial potential in revolutionizing the design of billboard advertisements by offering nuanced insights and comprehensive support.