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Geosocially Cognizant Mobile Advertising for Clicks-to- Mortar Commerce
| Content Provider | Semantic Scholar |
|---|---|
| Author | Malhotra, Richey Roussos, George |
| Copyright Year | 2011 |
| Abstract | Despite the rapid growth of e-commerce, the majority of consumer spending remains offline with a significant proportion expended on goods and services provided by local merchants. Consequently, an opportunity exists for mobile systems that can drive consumers to these nearby commerce locations. Existing approaches typically employ rudimentary interest models built with the consumer's explicit involvement, demanding higher cognitive cost and leading to relatively low accuracy. In this paper, we introduce an approach to location- based mobile advertising that establishes consumer's interests by applying be- havioral, semantic and social targeting to the user's geosocial context. Our working hypothesis is that this approach is more effective to match advertise- ments. We conduct field studies in-the-wild supported by a prototype imple- mentation of this system, considering a range of advertising situations. We find that participants perceive advertisements selected in this way as more relevant and observe a measurable uplift in their attitudes toward advertising in general. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.dcs.bbk.ac.uk/~gr/pdf/malhotra_final.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
