Users’ View on Context-Sensitive Car Advertisements

  • Florian Alt
  • Christoph Evers
  • Albrecht Schmidt
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5538)

Abstract

Cars are ubiquitous and offer large and often highly visible surfaces that can be used as advertising space. Until now, advertising in this domain has focused on commercial vehicles, and advertisements have been painted on and were therefore static, with the exception of car-mounted displays that offer dynamic content. With new display technologies, we expect static displays or uniformly-painted surfaces (e.g. onto car doors or the sides of vans and trucks) to be replaced with embedded dynamic displays. We also see an opportunity for advertisements to be placed on non-commercial cars: results of our online survey with 187 drivers show that more than half of them have an interest in displaying advertising on their cars under two conditions: (1) they will receive financial compensation, and (2) there will be a means for them to influence the type of advertisements shown. Based on these findings, as well as further interviews with car owners and a car fleet manager, we discuss the requirements for a context-aware advertising platform, including a context-advertising editor and contextual content distribution system. We describe an implementation of the system that includes components for car owners to describe their preferences and for advertisers to contextualize their ad content and distribution mechanism.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Aalto, L., Göthlin, N., Korhonen, J., Ojala, T.: Bluetooth and WAP push based location-aware mobile advertising system. In: Proceedings of the 2nd international Conference on Mobile Systems, Applications, and Services. MobiSys 2004, pp. 49–58. ACM, New York (2004)CrossRefGoogle Scholar
  2. 2.
    Castro, J.E., Shimakawa, H.: Mobile Advertisement System Utilizing User’s Contextual Information. In: Proceedings of the 7th international Conference on Mobile Data Management. IEEE Computer Society, Washington (2006)Google Scholar
  3. 3.
    Finin, T., Ratsimor, O., Joshi, A., Yesha, Y.: eNcentive: A Framework for Intelligent Marketing in Mobile Peer-To-Peer Environments. In: Proceedings of the. Fifth Int’l Conf. Electronic Commerce (ICEC) (2003)Google Scholar
  4. 4.
    Hristova, N., O’Hare, G.M.P.: Ad-me: Wireless Advertising Adapted to the User Location, Device and Emotions. In: Proceedings of the 37th Annual Hawaii International Conference on System Sciences (HICSS 2004) (2004)Google Scholar
  5. 5.
    Karam, M., Payne, T., David, E.: Evaluating BluScreen: Usability for Intelligent Pervasive Displays. In: Proceedings of ICPCA 2007 (2007)Google Scholar
  6. 6.
    Kern, D., Harding, M., Storz, O., Davis, N., Schmidt, A.: Shaping how Advertisers See Me: User Views on Implicit and Explicit Profile Capture. In: CHI 2008 Extended Abstracts, pp. 3363–3368 (2008)Google Scholar
  7. 7.
    Kurkovsky, S., Harihar, K.: Using Ubiquitous Computing in Interactive Mobile Marketing. Personal and Ubiquitous Computing 10(4), 227–240 (2006)CrossRefGoogle Scholar
  8. 8.
    Ojala, T., Korhonen, J., Aittola, M., Ollila, M., Koivumäki, T., Tähtinen, J., Karjaluoto, H.: SmartRotuaari – Context-aware mobile multimedia services. In: MUM 2003: 2nd International Conference on Mobile and Ubiquitous Multimedia, pp. 9–18 (2003)Google Scholar
  9. 9.
    Tamminen, S., Oulasvirta, A., Toiskallio, K., Kankainen, A.: Understanding mobile contexts. Personal Ubiquitous Comput. 8(2), 135–143 (2004)CrossRefGoogle Scholar
  10. 10.
    Varshney, U.: Location management for mobile commerce applications in wireless Internet environment. ACM Trans. Interet Technol. 3, 236–255 (2003)CrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2009

Authors and Affiliations

  • Florian Alt
    • 1
  • Christoph Evers
    • 1
  • Albrecht Schmidt
    • 1
  1. 1.Pervasive Computing GroupUniversity of Duisburg-EssenEssenGermany

Personalised recommendations