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Pervasive Advertising Read chapter Read first chapter

2011 | OriginalPaper | Chapter

8. Conceptualizing Context for Pervasive Advertising

Authors : Christine Bauer, Sarah Spiekermann

Published in: Pervasive Advertising

Publisher: Springer London

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Abstract

Profile-driven personalization based on socio-demographics is currently regarded as the most convenient base for successful personalized advertising. However, signs point to the dormant power of context recognition: Advertising systems that can adapt to the situational context of a consumer will rapidly gain importance. While technologies that can sense the environment are increasingly advanced, questions such as what to sense and how to adapt to a consumer’s context are largely unanswered. In this chapter, we analyze the purchase context of a retail outlet and conceptualize it such that adaptive pervasive advertising applications really deliver on their potential: showing the right message at the right time to the right recipient.

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previous chapter Opportunities and Challenges of Interactive Public Displays as an Advertising Medium
next chapter Managing Advertising Context
Footnotes
1
Additionally, the participants had a printout of the working model at their disposal. The interviews were held in German, while the model on the sticky notes and printout were in English.
 
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Metadata
Title
Conceptualizing Context for Pervasive Advertising
Authors
Christine Bauer
Sarah Spiekermann
Copyright Year
2011
Publisher
Springer London
Book
Pervasive Advertising

Print ISBN: 978-0-85729-351-0

Electronic ISBN: 978-0-85729-352-7

Copyright Year: 2011

DOI
https://doi.org/10.1007/978-0-85729-352-7_8