Popping-Up Poster

Promotional media, such as paper posters and digital signage, are installed in shopping malls to recommend products and services. However, it has been reported that many customers tend not to be interested in these promotional media and do not receive the information. When product information is not communicated effectively, advertisers are unable to convey the information they wish to share with customers, and customers miss the opportunity to receive valuable information. To address such issues, a lot of methods have been proposed to make people aware of the presence of media; however, there are not many methods that take into account the delivery of product information to customers. In this study, we propose Popping-Up Poster, a pin-based poster device designed to capture customer attention and convey information through dynamic shape changes. To verify the effectiveness of the proposed system, field experiments were conducted in a café, where its promotional effects were compared with those of traditional promotional media, including paper posters and digital signage. These results show that Popping-Up Poster has the potential to be more effective in recommending products and influencing customer product choices compared to conventional promotional media.

紙のポスターやデジタルサイネージなどの販促メディアは，商品やサービスを勧めるためにショッピングモールなどに設置されている．しかし，多くの客はこうした販促メディアに関心を示さず，情報を受け取っていないことが報告されている．商品の情報が効果的に伝わらなければ，広告主は客に伝えたい情報を届けられず，客も有益な情報を得る機会を逃してしまう．このような課題に対し，メディアの存在に気づかせる手法は数多く提案されてきたが，客に商品情報を届けることまで考慮した手法は多くない．そこで本研究では，ピン型の機構による動的な形状変化によって客の注意を引き，情報を伝えるポスターデバイス Popping-Up Poster を提案する．提案システムの有効性を検証するため，カフェにおいてフィールド実験を行い，紙のポスターやデジタルサイネージといった従来の販促メディアと販促効果を比較した．その結果，Popping-Up Poster は従来の販促メディアと比べて，商品を勧め，客の商品選択に影響を与えるうえで，より効果的である可能性が示された．