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International Conference on Mobile Computing, Applications, and Services

MobiCASE 2009: Mobile Computing, Applications, and Services pp 142–159Cite as

Ads Go Mobile: Assessing the Opportunities and Challenges of Personalised Ads in a Mobile Search Service

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Part of the Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering book series (LNICST,volume 35)

Abstract

Since highly relevant content is linked to click-though rates (CTR) and eventually to an increase in revenue potential, key players in the search industry are devoting resources to profile and exploit the context in which a search is performed. In this paper we present the pilot implementation and evaluation of a mobile operator centric search service that enables the provision of personalised advertising. We have deployed a true ecosystem solution comprised of a mobile federated search platform, a mobile advertiser platform, advertisers and advertising campaigns, and a number of content providers. The attitude towards personalised advertising has been evaluated with 175 ordinary mobile phone subscribers across Norway during the summer of 2008. Advertisements are accepted if relevance is high. Non-utilitarian factors as humour have considerable impact on end-users’ acceptance of advertisements, and a personalised approach is welcomed due to its potential to filter undesirable content. Based on our experience in this study, we also discuss technological challenges and strategic opportunities for a mobile operator in this area.

Keywords

  • Mobile search
  • mobile advertising
  • personalisation

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  • DOI: 10.1007/978-3-642-12607-9_10
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Author information

Authors and Affiliations

  1. Group Business Development and Research, Telenor, N-1331, Fornebu, Norway

    Sigmund Akselsen, Bente Evjemo & Calicrates Policroniades

Authors
  1. Sigmund Akselsen
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  2. Bente Evjemo
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  3. Calicrates Policroniades
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Editor information

Editors and Affiliations

  1. Microsoft Corporation, One Microsoft Way, 98052, Redmond, WA, USA

    Thomas Phan

  2. DEIS - University of Bologna, Via Risorgimento, 2, 40137, Bologna, Italy

    Rebecca Montanari

  3. IBM T.J. Watson Research Center, 19 Skyline Drive, 10532, Hawthorne, NY, USA

    Petros Zerfos

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© 2010 ICST Institute for Computer Science, Social Informatics and Telecommunications Engineering

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Akselsen, S., Evjemo, B., Policroniades, C. (2010). Ads Go Mobile: Assessing the Opportunities and Challenges of Personalised Ads in a Mobile Search Service. In: Phan, T., Montanari, R., Zerfos, P. (eds) Mobile Computing, Applications, and Services. MobiCASE 2009. Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering, vol 35. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-12607-9_10

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  • DOI: https://doi.org/10.1007/978-3-642-12607-9_10

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-12606-2

  • Online ISBN: 978-3-642-12607-9

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