Mobile advertising in the eyes of retailers and consumers - empirical evidence from a real-life experiment

Komulainen, Hanna; Ristola, Annu; Still, Johanna

doi:10.1109/icmb.2006.31

Cited by 13 publications

(6 citation statements)

References 25 publications

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“…User studies have also been carried out on simple mobile advertising scenarios, such as the sale of ringtones (Merisavo et al, 2006), that indicate that users who are exposed to such advertising do indeed purchase the advertised services. M-system has also been introduced by Komulainen et al (2006) as a permission based advertising for the use of local retailers and consumers. In this system, service provider hosted the system and gathered and updated databases of consumers.…”

Section: Advertising and Privacymentioning

confidence: 99%

Targeted Advertising on the Handset: Privacy and Security Challenges

Haddadi

Hui

Henderson

et al. 2011

Pervasive Advertising

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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.

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Section: Advertising and Privacymentioning

confidence: 99%

Targeted Advertising on the Handset: Privacy and Security Challenges

Haddadi

Hui

Henderson

et al. 2011

Pervasive Advertising

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“…Recent research shows that in order to succeed with location-based ads, content is imperative [13]. In the present paper, by targeting content to the right recipients, we support this content aspect.…”

Section: Related Workmentioning

confidence: 75%

Estimating the Capacity of the Location - Based Advertising Channel

Gidófalvi¹,

Larsen²,

Pedersen

2007

International Conference on the Management of Mobile Business (ICMB 2007)

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Delivering "relevant" advertisements to consumers carrying mobile devices is regarded by many as one of the most promising mobile business opportunities. The relevance of a mobile ad depends on at least two factors: (1) the proximity of the mobile consumer to the product or service being advertised, and (2) the match between the product or service and the interest of the mobile consumer. The interest of the mobile consumer can be either explicit (expressed by the mobile consumer) or implicit (inferred from user characteristics). This paper tries to empirically estimate the capacity of the mobile advertising channel, i.e., the number of relevant ads that can be delivered to mobile consumers. The estimations are based on a simulated mobile consumer population and simulated mobile ads. Both of the simulated data sets are realistic and derived based on real world data sources about population geo-demographics, businesses offering products or services, and related consumer surveys. The estimations take into consideration both the proximity and interest requirements of mobile ads, i.e., ads are only delivered to mobile consumers that are closeby and are interested, where interest is either explicit or implicit. Results show that the capacity of the LBA channel is rather large, which is evidence for a strong business case, but also indicate the need for user-control of the received mobile ads.

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“…to make use of location based advertising [11]. Tailoring ads is one way of getting closer to users [17]. Leppänieni et al [18] point out that to obtain true marketing effectiveness one needs to "reach the right people with relevant content when it matters most to them" (p.96).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…In ubiquitous environments, serendipitous ads could fit well with peripheral displays that people walk by or in elevators etc. Adapting message content [9] and catching content of ads [17] help create serendipitous ads in ubiquitous information environments.…”

Section: Theoretical Backgroundmentioning

confidence: 99%