“What we plan for the use of something is not necessarily how people will use it and we don’t necessarily dictate how they use it. We open it up and we hope for the best and a lot of the times we are surprised.”
Advertising taped to the footpath at pedestrian crossings is a common sight in areas of Busan such as Seomyeon that are frequented by youth, young people and university students. As a location for advertising it is ideal. It is one of the rare times busy pedestrians will stop, if only for a short time. That’s long enough to catch their eye with some brightly coloured paper. Placement on the footpath is also more likely to increase the potential for a pedestrian to view the advertisement as they gaze down at their smartphone. Accidental line of sight!
The outcome from this type of advertising is the large volume of waste paper. When not being replaced by a brighter more colourful campaign the advertisements quickly tear under the volume of pedestrian traffic.
Augmented advertising could reduce litter on the streets. It’s highly likely the intended audience for the advertising is using their smartphone while they’re walking. So why try to compete with their attention? Why not promote your materials within the platform? This method could reduce paper waste as well as increase opportunities for enhanced experiences such as directions to points of interest as well as sales/purchases.