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Public display appears everywhere providing a variety of services. Advertising is the main revenue source of public display. Existing advertising strategies, however, is inefficient, due to the difficulty of collecting users' explicit feedback, e.g., user rating or click. No implicit feedback method is proposed so far. In this paper, we propose to use users' viewing time to infer audiences' interest in the advertisement. We further design practical algorithms to handle the case that multiple users arrive and watch the public display at the same time. To derive a group's collective interest in an advertisement, we consider the media display structure characteristics of advertisements, as we found users' viewing time of public display is highly related to the advertisement's media display structure. We implemented a system prototype and conducted extensive field experiment to evaluate it. Experimental results demonstrate that users viewing time is a valid implicit feedback to infer audience preference on public display advertisement, and the proposed advertising strategies are practical and effective for group aware advertising.

Efficient Group Advertising over Public Display Based on User Viewing Time