Evaluating BluScreen: Usability for Intelligent Pervasive Displays

Karam, Maria; Payne, Terry R.; David, Esther

doi:10.1109/icpca.2007.4365405

Cited by 10 publications

(8 citation statements)

References 11 publications

(15 reference statements)

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“…Karam and colleagues built and evaluated an architecture called BlueScreen in which individuals store data about their preferences and interests on their mobile phones and transmit the data to nearby situated displays using Bluetooth [13]. The displays are then able to tailor ads depending on the preferences of who is passing by.…”

Section: Existing Techniques For Audience Measurementsmentioning

confidence: 99%

Mobile Phones and Outdoor Advertising: Measurable Advertising

Quercia

Lorenzo

Calabrese

et al. 2011

IEEE Pervasive Comput.

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Television and newspapers sit at the top of many agency marketing plans, while outdoor advertising stays at the bottom. The reason for this is that it's difficult to account for who views a billboard, so there is no way of consistently determining the effectiveness of outdoor advertising. As a result, agencies do not consider the medium and allocate their money elsewhere. To change this situation, one needs to create new credible audience measurements for the outdoor marketing industry. Here we propose a new way of performing audience measurements that combines mobile phone location estimations with information freely available on the Internet. We show that it is possible to estimate the number of people who drive or walk by a given area in Greater Boston from location estimations of a large fraction of mobile phone users in the region. We also infer the preferences for social events of the users by combing their location estimations with Internet listings of social events. This makes it possible to profile areas based on their residents' interests and dynamically change displayed advertising based on those assessments.

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Section: Existing Techniques For Audience Measurementsmentioning

confidence: 99%

Mobile Phones and Outdoor Advertising: Measurable Advertising

Quercia

Lorenzo

Calabrese

et al. 2011

IEEE Pervasive Comput.

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“…Work that focuses on maximizing the exposure of advertisements based on context has been presented by Karam et al [5] and Kern et al [6]. Both approaches take the interests of the people in the vicinity as context in deciding which advertisements can be tailored to the target group.…”

Section: Related Workmentioning

confidence: 99%

Users’ View on Context-Sensitive Car Advertisements

Alt

Evers

Schmidt

2009

Lecture Notes in Computer Science

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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.

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“…In addition the very low cost and convenient form factor of modern displays means that many retailers are deploying displays as part of their standard shop dressing. Collectively this proliferation of public displays provides the infrastructure for new forms of targeted advertising being explored in projects such as BluScreen [6].…”

Section: Related Workmentioning

confidence: 99%

“…In scenario 1 profile information was implicitly recorded based on the participants shopping habits similar to the approach used in [6]. Every time the user enters a shop, information relating to the user's presence in that shop is stored in the user's advertisement profile.…”

Section: Partmentioning

confidence: 99%

“…Often these displays are used principally for advertising, though the ability of situated displays to capture public attention appears in many cases to be limited and often less than conventional paper based advertising [5]. In a drive to improve the effectiveness of public displays advertisers and researchers are exploring the creation of systems that show adverts tailored to the context of display [8] or to the profile of the audience in close proximity to the display [6]. In such scenarios a technology such as Bluetooth is used to identify users and hence to retrieve user profiles that may be used to achieve a "personalization" of the advertisements displayed, mirroring approaches used for targeted advertising on the Web.…”

Section: Introductionmentioning

confidence: 99%

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Shaping how advertisers see me

Kern

Harding

Storz

et al. 2008

CHI '08 Extended Abstracts on Human Factors in Computing Systems

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Public electronic displays are increasingly used for advertising. In a drive to improve the effectiveness of such displays, advertisers and researchers are exploring the creation of systems that show adverts tailored to the context of the display or to the profile of the audience in close proximity to the display. In this paper we explore, through structured interviews with potential users in two European countries, reactions to the ideas of implicit and explicit generation of such profiles and relate these to more general user views on privacy and targeted advertising. The initial results suggest that users are prepared to trade off ease of use against increased levels of control over their data and are therefore more comfortable with an explicit system.

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Evaluating BluScreen: Usability for Intelligent Pervasive Displays

Abstract: Abstract

Cited by 10 publications

References 11 publications

Mobile Phones and Outdoor Advertising: Measurable Advertising

Mobile Phones and Outdoor Advertising: Measurable Advertising

Users’ View on Context-Sensitive Car Advertisements

Shaping how advertisers see me

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