Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Bücher
Zeitschriften
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
MTZ-Fachkongress

Antriebe und Energiesysteme von morgen


Austausch von Automobil- und Energiewirtschaft

Am 14./15. Mai geht es in Chemnitz um die Mobilitätswende durch Elektro- und Wasserstofffahrzeuge.
Erweiterte Suche
Anmelden
nach oben

2011 | Buch

Pervasive Advertising Kapitel lesen Erstes Kapitel lesen

Pervasive Advertising

herausgegeben von: Jörg Müller, Florian Alt, Daniel Michelis

Verlag: Springer London

Buchreihe : Human–Computer Interaction Series

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

Einloggen, um Zugang zu erhalten
insite
SUCHEN

Über dieses Buch

This book looks at the future of advertising from the perspective of pervasive computing. Pervasive computing encompasses the integration of computers into everyday devices, like the covering of surfaces with interactive displays and networked mobile phones. Advertising is the communication of sponsored messages to inform, convince, and persuade to buy. We believe that our future cities will be digital, giving us instant access to any information we need everywhere, like at bus stops, on the sidewalk, inside the subway and in shopping malls. We will be able to play with and change the appearance of our cities effortlessly, like making flowers grow along a building wall or changing the colour of the street we are in. Like the internet as we know it, this digitalization will be paid for by adverts, which unobtrusively provide us suggestions for nearby restaurants or cafés. If any content annoys us, we will be able to effortlessly say so and change it with simple gestures, and content providers and advertisers will know what we like and be able to act accordingly. This book presents the technological foundations to make this vision a reality.

Inhaltsverzeichnis

Frontmatter
Chapter 1. Pervasive Advertising
Abstract
As pervasive computing technologies leave the labs, they are starting to be used for the purpose of advertising. Pervasive Advertising has the potential to affect everyone’s life, but it seems that a knowledge gap is preventing us from shaping this development in a meaningful way. In particular, many marketing and advertising professionals have an expert understanding of their trade, but are unaware of recent advances in pervasive computing technologies, the opportunities they offer, and the challenges they pose. Similarly, many pervasive computing researchers and professionals are on top of the recent technological advances, but lack basic marketing and advertising expertise and therefore an understanding of how their technology can influence these fields. This book is intended to close this gap and provide the means to meaningfully shape the future of pervasive advertising.
Jörg Müller, Florian Alt, Daniel Michelis
Chapter 2. Digital Out-of-Home Media: Means and Effects of Digital Media in Public Space
Abstract
Digital out-of-home media and pervasive new technologies are bringing the internet experience into public spaces and stepping up the pace with which brands and products, as well as their virtual representations, penetrate urban environments. This article explores the current phenomenon of pervasive advertising and its underlying perceptions and puts forward a typology for describing a range of applications for the emerging media infrastructure. It argues that the critical dimensions comprise the way in which pervasive advertising and creatives exploit both physical and social contexts by increasingly relying on the effects of illumination, temporality and spatiality.
Ursula Stalder
Chapter 3. Meaningful Advertising
Abstract
Meaningful design can be defined as putting human values in the centre of the process of designing for meaningful products, services and environments. Brands can make use of pervasive technology in various touchpoints facilitating meaningful brand experiences. Pervasive advertising need to seek for the embedding of brands into the natural living environment of people, in which people can interact any time at any place with brands in an intellectual (symbolic) way with which meaning can be transferred between brand users, an emotional (aesthetic) way by which users will hold a sustainable memory of the experience, as well as a physical (experiential) way in which the immediate conscious and unconscious impact takes place through the interaction with the applied technology.
Peter van Waart, Ingrid Mulder, Cees de Bont
Chapter 4. Activity-Based Advertising
Abstract
This chapter discusses Activity-based Advertising, an approach to more accurately target advertisements by inferring a consumer’s activities. This chapter begins with some of the important characteristics of advertising, and explains the incentives held by consumers and marketers. We explain why consumer and advertiser interests are not necessarily at odds, and briefly survey some existing targeting technologies that benefit both. We then describe the vision and benefits of activity-based advertising, and describe how it can advance targeting technologies even further. We finish with a methodology for evaluating activity-based advertising technologies, and present some initial results of activity-based advertising’s potential.
Kurt Partridge, Bo Begole
Chapter 5. A Standard for Digital Signage Privacy
Abstract
Privacy controls are essential for digital signage to maintain consumer trust as the medium continues to assimilate identification and interactivity technologies. Unless the industry adopts robust self-regulation, it is likely to face consumer backlash and reactive government regulation that may stifle innovation. The digital out-of-home industry as a whole should commit to comprehensive privacy standards based on the Fair Information Practices.
Harley Lorenz Geiger
Chapter 6. Targeted Advertising on the Handset: Privacy and Security Challenges
Abstract
Online advertising is currently a rich source of revenue for many Internet giants. With the ever-increasing number of smart phones, there is a fertile market for personalised and localised advertising. A key benefit of using mobile phones is to take advantage of the significant amount of information on phones – such as locations of interest to the user – in order to provide personalised advertisements. Preservation of user privacy, however, is essential for successful deployment of such a system. In this chapter we provide an overview of existing advertising systems and privacy concerns on mobile phones, in addition to a system, MobiAd, which includes protocols for scalable local advertisement download and privacy-aware click report dissemination. In the final section of this chapter we describe some of the security mechanisms used in detecting click-through fraud, and techniques that can be used to ensure that the extra privacy protections of MobiAd are not abused to defraud advertisers.
Hamed Haddadi, Pan Hui, Tristan Henderson, Ian Brown
Chapter 7. Opportunities and Challenges of Interactive Public Displays as an Advertising Medium
Abstract
Advertising is often the key element in the business case for public display networks. However, this is still a limited medium in its support for key advertising concepts, such as targeting or impact assessment. This chapter analyses how the evolution of the medium is creating the opportunity for re-shaping advertising models for Digital Signage. In particular, we consider how the increasing availability of sensing and interaction opportunities may generate the necessary digital footprints that will help to characterise advertising opportunities in Digital Signage and measure impact. A generic footprint model would enable advertising models to be specified at a higher level of abstraction, enabling them to be applied across global display networks composed by very diverse display types, managed by many different entities, and serving many different purposes. We propose a design space that relates the multiple types of digital footprints that can be generated with multiple modes of campaign targeting and impact assessment, providing the ground for a fundamental shift from advertising based on measuring attention to advertising based on active engagement with people.
Rui José, Jorge C. S. Cardoso
Chapter 8. Conceptualizing Context for Pervasive Advertising
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.
Christine Bauer, Sarah Spiekermann
Chapter 9. Managing Advertising Context
Abstract
This technological chapter provides an overview of how real-world knowledge and context information can be integrated in pervasive advertising applications. Often developers of such applications integrate sensing technologies directly into their application. This has two consequences. First, developers need to learn how to interface, use and manage potentially distributed sensors for each individual sensing technology. Second, applications are hard to evolve, e.g. when a better sensing technology is available, the application must be modified so that it can interface with the new technology. As a solution to this problem we describe a methodology that facilitates the integration of sensing technologies and provides an overview of context management tools that are suitable for pervasive advertising applications. The presented methodology is extracted from previous research in context-aware systems and our own research in pervasive advertising. For a case study based on our Context Management Framework (CMF) we describe an application using public digital displays. We illustrate how the methodology can be applied for more effective development of pervasive advertising applications.
Martin Strohbach, Martin Bauer, Miquel Martin, Benjamin Hebgen
Chapter 10. Social Networks in Pervasive Advertising and Shopping
Abstract
With the proliferation of digital signage in the retail environment and the simultaneous rise in social networks, a new opportunity presents itself to show social network comments in stores. This chapter provides an overview of social networks and its relation to word-of-mouth marketing and will then apply these concepts to the role of social networking in advertising and retailing, particularly focusing on digital signage. Further, a case study of an experiment is presented where a chain of small-space retail stores measured the sales data in a controlled field study. This chapter will show that stores with digital signage displaying comments from social networks were able to increase sales, though not as much as those showing traditional advertising. Additionally, the data revealed that displaying product-specific social network comments are more effective than showing general brand-related comments. The chapter concludes with recommendations for placing social network comments on digital signage.
Erica Dubach Spiegler, Christian Hildebrand, Florian Michahelles
Chapter 11. Adapting News and Advertisements to Groups
Abstract
This chapter deals with adaptation of background information and ­advertisements, displayed in an environment, to the interests of the group of people present. According to research on computational advertising, it is important to develop methods for finding the “best match” between user interests in a given context and available advertisements. Accordingly, after providing an overview of the most popular group recommender approaches, this chapter looks at new issues that arise when considering group modeling in pervasive advertising conveyed through digital displays. The chapter first discusses general issues concerning group recommender systems, with particular emphasis on the acquisition of user preferences and interests. A system called GAIN (Group Adaptive Information and News) is then presented. This was developed with the aim of tailoring the display of background information and advertisements to groups of people.
Berardina De Carolis
Chapter 12. Deploying Pervasive Advertising in a Farmers’ Market
Abstract
Farmers’ markets are the source of a rich and pleasurable consumption experience. In this chapter, we report on our attempts to support and augment these experiences through the deployment of pervasive advertising. We describe the ethnographic approach we used to delineate the areas of enjoyment and pleasure, how narratives are weaved around and through the stalls and their products, and how trust is formed and maintained between the stallholders and the customers. We show how this understanding can be applied in the design of supporting advertising applications. We then evaluate the applications using the same ethnographic approach, uncovering problems which would not have been visible with other evaluation techniques.
Ian Wakeman, Ann Light, Jon Robinson, Dan Chalmers, Anirban Basu
Chapter 13. Rural Communities and Pervasive Advertising
Abstract
Digital signage is most commonly seen in urban environments targeting large groups of viewers. We believe that there is also a role for pervasive technology in smaller communities, including in rural areas that are typically late to receive the benefits of new technologies. This chapter describes a recent pervasive advertising display deployed in Wray, a village in North West England, which was developed with the involvement of community members and evaluated ‘in the wild’. Our research contributes an exploration of rural communities as a site for pervasive digital signage, including our experiences relating to the design of the display and findings relating to its use in the community.
Nick Taylor, Keith Cheverst
Chapter 14. Attentional Behavior of Users on the Move Towards Pervasive Advertising Media
Abstract
In this chapter we analyze the attention of users on the move towards pervasive advertising media. We report the findings of two multi-sensor eye tracking studies designed to provide a better understanding of the actual attentional behavior of users on the move in different public environments. In the first study 106 participants were equipped with eye tracking technology and asked to use public transportation vehicles equipped with information and advertising screens. In a second study 16 participants were asked to stroll through a shopping street for about 15 min, and during this time different indicators for their behavior and focus of attention (eye tracking, movement and pose tracking) were captured. Motion and pose data was correlated with eye tracking data to identify typical patterns of attention. We report the results of these studies, then discuss the implications of the main findings for pervasive advertising and finally reflect on the used research methodology.
Johann Schrammel, Elke Mattheiss, Susen Döbelt, Lucas Paletta, Alexander Almer, Manfred Tscheligi
Chapter 15. Ambient Persuasion in the Shopping Context
Abstract
In this chapter, we give an overview on the use of pervasive computing to persuade customers in the shopping context and therefore present novel approaches towards Pervasive Persuasive Advertising. We synthesize the results of three studies, each of which lasted several days and was conducted with situated prototypes in actual shopping environments. The aim of these prototypes was to influence the customers’ shopping behavior by means of persuasive strategies and to ultimately improve the overall shopping experience. Based on these studies, we give a characterization of the shopping context and propose a contextually adequate persuasive strategy based on striking the balance between engagement and unobtrusiveness.
Wolfgang Reitberger, Alexander Meschtscherjakov, Thomas Mirlacher, Manfred Tscheligi
Chapter 16. Interacting with Sound
Abstract
In this chapter we present future opportunities for using sound within pervasive advertising. We focus on current trends of interacting with sound, which we believe will have a strong influence on sound branding in the near future. We start giving an overview on the topics of sound branding and music making. Then we outline requirements, application areas and design issues for interactive music systems from an advertising and musicological perspective. From the advertising point of view, the benefit of music is that it is a strong vehicle to convey a memorable message to the target group. Originally used as jingle in radio and television ads or as background component in shopping malls, nowadays sounds are also used within interactive media in the internet and in digital signage. Yet, there have been only very limited attempts to include sound itself to the interactive experience. We describe in detail an approach that enables users to control advertising sounds by the interaction, utilizing a novel technique of algorithmic composition based on soft constraints. That followed, we present a public display prototype for interactive advertising music, and close with first results from a user study.
Max Meier, Gilbert Beyer
Chapter 17. Scent Marketing: Making Olfactory Advertising Pervasive
Abstract
Store chains and service providers beguile customers with a pleasant shopping atmosphere often realized by installing scent diffusers to evaporate overwhelming fragrances. Such systems are becoming a standard interior of commercial locations as well as public places and are gaining in importance for human computer interaction. A historical, physiological and psychological overview shed a light on different aspects of scent marketing. Current scent marketing technology puts the relevance of olfactory communication for pervasive advertising and human-computer interaction up for discussion and constitutes prospectively technological challenges for olfactory human-computer interaction.
Bernadette Emsenhuber
Backmatter
Metadaten
Titel
Pervasive Advertising
herausgegeben von
Jörg Müller
Florian Alt
Daniel Michelis
Copyright-Jahr
2011
Verlag
Springer London
Electronic ISBN
978-0-85729-352-7
Print ISBN
978-0-85729-351-0
DOI
https://doi.org/10.1007/978-0-85729-352-7

Neuer Inhalt

    Bildnachweise