Saturday, May 30, 2009

Pervasive Computing and Advertising: Will the World Become A Space for Giant Banner and Pop-up Ads?!

My biggest fear about pervasive computing is that the world will become one giant space for intrusive banner and pop-up ads! Hopefully this will not be the case, since Pervasive Advertising is now a topic of scholarly interest:

"Pervasive Advertising Workshop: Building a community to forecast and create the upcoming era of advertising in pervasive information environments". (pdf)

Info from the Pervasive Advertising Website:

"The workshop seeks to bring together researchers, developers, practitioners and students from academia and industry who are concerned with envisioning, creating, and implementing future advertising systems. The workshop will provide a venue to present novel research in this field and to discuss ideas and problems on the topic."

Primary Topics

  • Digital Signage Advertising
  • Mobile Advertising
  • Location and context-based advertising
  • Tracking technologies for advertising (GPS, RFID, GSM, Bluetooth, sensors, vision)
  • Techniques for assessing sensor data
  • Advertising in electronic news papers and e-books
  • Assessing the effectiveness of advertisements in the real world (e.g. counting impressions, audience measurement, see-to-buy ratio, scan-to-buy ratio etc.)
  • Mixing content with advertisement
  • New pervasive computing technologies that are applicable to advertising
  • Dealing with limited attention (SPAM prevention in the real world)
  • Privacy and pervasive advertisements

Additional Topics:

  • What creates attraction and what pulls attention?
  • Use cases and experience reports of pervasive advertisement
  • Social impact of new technologies for advertisement
  • Business models and ownership models for future advertising systems
  • Integration of social networks with pervasive advertising
  • New context-sensitive advertising spaces (e.g. clothes, accessories, cars, etc.)
  • Experience with deployment of new advertising systems (e.g. lack of attention)
  • Coupling private displays with public displays for split content display. i.e. Generic advert elements in public for all to see with personalized/private elements remaining in ones private device.
  • Interactive surfaces as a means to get active engagement with advertising, moving from a passive viewing experience to an interactive everywhere experience.

The Pervasive Advertising Workshop was held at the Pervasive 2009 conference, May 11-14, in Nara, Japan.
The keynote speaker was Toshiuo Iwai, who presented on the topic "Expanding Media Art- from Flipbooks to TENORI-ON".


Prior to the conference was the Location and Context Awareness 4th International Symposium, "LoCa 2009", held in Tokyo, Japan, May 7-8, 2008.

Location and Context Awareness

4th International Symposium, LoCA 2009 Tokyo, Japan, May 7-8, 2009 Proceedings
Series: Lecture Notes in Computer Science
Subseries: Information Systems and Applications, incl. Internet/Web, and HCI , Vol. 5561
Choudhury, T.; Quigley, A.; Strang, Th.; Suginuma, K. (Eds.)
2009, VIII, 283 p., Softcover
ISBN: 978-3-642-01720-9

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