Users’ View on Context-Sensitive Car Advertisements

Abstract

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.

A Design Space to Support the Development of Windshield Applications for the Car

“…The classic HUD is only visible to the driver when his eyes are within the eye-boxa predefined 3D space depending on the HUD position. Using other approaches to generate the image on the windshield could also make it visible to other occupants and to other road users or passersby, for example for ads [5,86].…”

Investigating multilingual contexts in the Nigerian advertising space: A domain of intellectual stimulation

“…The central communicative domain of this article is to investigate ads from their multilingual contexts, though distinctive, adding spices to earlier contributions. In spite of the fact that there are analyses of advertising contents in various socio-cultural settings as persuasive tools in marketing dynamics (De Pelsmacker et al 2002;Malaviya 2007;Alt et al 2009;Bakshy et al 2012), the analyst is not aware of studies in the direction of diversified cultural horizons, especially, in the Nigerian environment. However, this study has described how ads' mechanisms, in a specific socio-cultural context -Nigerian publicity -characterized by language density, are skilfully-stylized in order to reach heterogeneous audience.…”