C. Narayanaswami
D. Coffman
ABSTRACT
The proliferation of powerful mobile devices and the deployment of large displays in public spaces give rise to new and exciting opportunities in personalized and targeted advertising. Advertising in such public spaces also raises interesting questions in several areas such as capturing and aggregating user context, tailoring of ads, measuring advertisement efficacy, capturing user attention, charging model and monetization, user privacy, and the roles of parties in the ecosystem among others. In this paper, we introduce the opportunities and challenges in delivering advertisements to ambient displays utilizing information pertaining to users near the display. We then discuss some ways to address them and describe our first prototype. Though many traditional challenges concerning the design, usability, connectivity, and applications of mobile systems are still important, we believe that applications and challenges resulting from symbiosis between mobile systems and surrounding devices, such as the subject of this paper, are a rich area for further exploration by the mobile computing community.
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Index Terms
- Pervasive symbiotic advertising
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Reviews
Bayard Kohlhepp
Sometimes you can feel a storm brewing, but not know when or where it's going to strike. Last year, many industries decried the failure of print advertising and moved en masse to digital pay per click. Way back in 2002, the movie Minority Report dramatically forecast the future of advertising as personal, targeted, and narrowcast messaging?far different from our present diet of broadcast TV commercials, banner ads, and print layouts. However, in the intervening years, it's been difficult to see any progress from broadcast to narrowcast. This paper pulls back the curtain on personalized advertising. There has been progress, and the authors reveal an entire ecosystem of parts, players, and roles. And it's not just idle speculation, either. Prototype systems are in use, testing real-world effectiveness. Furthermore, this paper comes out of IBM's Ubiquitous Computing Lab. IBM is a world leader in retail systems, so this paper has to be considered as a potential blueprint for the future of retail advertising. Everyone involved in retail and point-of-sale computing should read this paper. It will also interest anyone involved in ontology development, search or reasoning engines, scheduling, privacy, and security. It's very readable, fairly short at six pages, and contains good references for further research. Online Computing Reviews Service
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