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User experience (UX) research on pervasive technologies faces considerable challenges regarding today's mobile context-sensitive applications: evaluative field studies lack control, whereas lab studies miss the interaction with a dynamic context. This dilemma has inspired researchers to use virtual environments (VEs) to acquire control while offering the user a rich contextual experience. Although promising, these studies are mainly concerned with usability and the technical realization of their setup. Furthermore, previous setups leave room for improvement regarding the user's immersive experience. This paper contributes to this line of research by presenting a UX case study on mobile advertising with a novel CAVEsmartphone interface. We conducted two experiments in which we evaluated the intrusiveness of a mobile locationbased advertising app in a virtual supermarket. The results confirm our hypothesis that context-congruent ads lessen the experienced intrusiveness thereby demonstrating that our setup is capable of generating preliminary meaningful results with regards to UX. Furthermore, we share insights in conducting these studies.

Recent developments in communication technology have increased the possibilities considerably to make LBA an everyday practice (Dhar and Varshney, 2011). Within a short timeframe we have experienced a transition from simple mobile devices, suitable for telephony and SMS, to so-called smartphones equipped with powerful processors, a rich software platform, intuitive and multi-modal user interface, advanced sensors, high-speed internet

I localize, I advertise and I create effect? A study on the Perceived Ad Intrusiveness of Location Based Advertising within a virtual supermarket I localize, I advertise and I create effect? A study on the Perceived Ad Intrusiveness of Location Based Advertising within a virtual supermarket Advertisers are looking for new ways to deal with ad avoidance. Location Based Advertising (LBA) increasingly presents itself as a feasible solution. LBA serves customers context-congruent ads on their mobile device based on its location. Although LBA has captured the attention of academics, there is very little in situ data regarding the effectiveness of LBA due to practical and methodical complications. In this study we present a solution: we reconstruct the user experience of LBA using a virtual reality setup. We study the perceived ad intrusiveness of context-(in)congruent mobile advertisements within a virtual supermarket by conducting a between-subjects experiment among Dutch citizens (n=53). The results show that LBA tends to be perceived as less intrusive than non-LBA. Consequently consumers develop more positive attitudes and are more likely to use LBA and buy due to LBA. This outcome should encourage marketers to adopt LBA as a valuable marketing tool.