Michelis, DanielSend, HendrikFischer, StefanMaehle, ErikReischuk, Rüdiger2020-01-282020-01-282009978-3-88579-248-2https://dl.gi.de/handle/20.500.12116/31415This position paper approaches pervasive advertising from a marketing perspective. It provides a short introduction into the shift from an economy of attention to an economy of engagement. In the second part it analyses seminal research on interactive screens and shows how passers-by can actively engage with public displays.enText/Conference Paper1617-5468