Skip to main content
SpringerLink
Log in

Conceptualizing Context for Pervasive Advertising

  • Chapter
  • First Online:
Pervasive Advertising

Part of the book series: Human-Computer Interaction Series ((HCIS))

Abstract

Profile-driven personalization based on socio-demographics is currently regarded as the most convenient base for successful personalized advertising. However, signs point to the dormant power of context recognition: Advertising systems that can adapt to the situational context of a consumer will rapidly gain importance. While technologies that can sense the environment are increasingly advanced, questions such as what to sense and how to adapt to a consumer’s context are largely unanswered. In this chapter, we analyze the purchase context of a retail outlet and conceptualize it such that adaptive pervasive advertising applications really deliver on their potential: showing the right message at the right time to the right recipient.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 149.00
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    Additionally, the participants had a printout of the working model at their disposal. The interviews were held in German, while the model on the sticky notes and printout were in English.

References

  1. media MediMax: Der moderne Vorreiter der Elektronikfachmarktbranches (2010)

    Google Scholar 

  2. Adomavicius, G., Tuzhilin, A.: Toward the next generation of recommender systems: a ­survey of the state-of-the-art and possible extensions. IEEE Trans. Knowl. Data Eng. 17(6), 734–749 (2005)

    Article  Google Scholar 

  3. Anderson, S.J., Volker, J.X., Phillips, M.D.: Estimating intermarket retail sales flows on a comparative county, MSA and statewide benchmark basis, Proceedings of American Society of Business and Behavioral Sciences Conference (ASBBS 2000), 17–21 February, Las Vegas, NV, ASBBS, pp. 139–144 (2000)

    Google Scholar 

  4. Baldauf, M., Dustdar, S., Rosenberg, F.: A survey on context-aware systems. Int. J. Ad. Hoc. Ubiquitous Comput. 2(4), 263–277 (2007)

    Article  Google Scholar 

  5. Belch, G.E., Belch, M.A. (eds.): Advertising and Promotion: An Integrated Marketing Communications Perspective, 5th edn. Irwin McGraw-Hill, Boston (2001)

    Google Scholar 

  6. Belk, R.W.: Situational variables and consumer behavior. J. Consum. Res. 2(3), 157–164 (1975)

    Article  Google Scholar 

  7. Bitner, M.J.: Servicescapes: the impact of physical surroundings on customers and employees. J. Market. 56, 57–71 (1992)

    Article  Google Scholar 

  8. Black, D., Clemmensen, N.J., Skov, M.B.: Supporting the supermarket shopping experience through a context-aware shopping trolley. In: 21st Annual Conference of the Australian Computer-Human Interaction Special Interest Group: Design: Open 24/7, Melbourne, 23–27 Nov 2009. ACM, pp. 33–40. doi:10.1145/1738826.1738833 (2009)

    Google Scholar 

  9. Bradley, N.A., Dunlop, M.D.: Toward a multidisciplinary model of context to support context-aware computing. Hum. Comput. Interact. 20(4), 403–446 (2005)

    Article  Google Scholar 

  10. Cutrell, E., Czerwinski, M., Horvitz, E.: Notification, disruption, and memory: effects of messaging interruptions on memory and performance. In: Hirose M., (ed.) Human-Computer Interaction (INTERACT 2001), Tokyo, 9–13 July 2001, pp. 263–269. IOS Press, Oxford (2001)

    Google Scholar 

  11. Dey, A.K.: Context-aware computing: The cyberDesk project. In: AAAI ’98 Spring Symposium, Palo Alto, California, 23–25 Mar 1998, pp. 51–54 (1998)

    Google Scholar 

  12. Dey, A.K., Abowd, G.D.: The context toolkit: aiding the development of context-aware applications. In: Workshop on Software Engineering for Wearable and Pervasive Computing (SEWPC 2000), part of 22nd International Conference on Software Engineering (ICSE 2000), Limerick, 6 June 2000 (2000)

    Google Scholar 

  13. Dey, A.K.: Understanding and using context. Pers. Ubiquitous Comput. 5(1), 4–7 (2001). doi:10.1007/s007790170019

    Article  Google Scholar 

  14. Eriksson, C.I., Åkesson, M.: Ubiquitous advertising challenges. In: 7th International Conference on Mobile Business (ICMB ’08), Barcelona, 7–8 July 2008. IEEE Computer Society, pp. 9–18, doi:10.1109/ICMB.2008.19 (2008)

    Google Scholar 

  15. Ferscha, A., Vogl, S., Beer, W.: Ubiquitous context sensing in wireless environments. In: Kacsuk, P., Kranzlmüller, D., Németh, Z., Volkert, J. (eds.) Distributed and Parallel Systems: Cluster and Grid Computing. Springer, New York (2002)

    Google Scholar 

  16. Ferscha, A., Holzmann, C., Oppl, S.: Context awareness for group interaction support. In: 2nd International Workshop on Mobility Management & Wireless Access Protocols in Conjunction with International Conference on Mobile Computing and Networking (MobiWac ’04), Philadelphia, 1 Oct 2004. ACM, doi:10.1145/1023783.1023801 (2004)

    Google Scholar 

  17. Ferscha, A., Swoboda, W., Wimberger, C.: En passant coupon collection. In: Fischer S., Maehle E., Reischuk R., (eds.) 2nd International Workshop on Pervasive Advertising (in Conjunction with Informatik 2009), Lübeck, pp. 3911–3925, 28 Sept – 2 Oct 2009a (2009)

    Google Scholar 

  18. Ferscha, A., Vogl, S., Emsenhuber, B., Spindelbalker, R.: SPECTACLES – autonomous wearable displays. In: Adjunct Proceedings of 13th International Symposium on Wearable Computers (ISWC ’09), Linz, Vienna, Austria, 4–7 Sept 2009b. OCG (2009)

    Google Scholar 

  19. Handelsverband. (2010) Distanzhandel gewinnt an Bedeutung [Electronic Version], from http://www.handelsverband.at/16238.html [Last Accessed 27 July 2011]

  20. Hillier, B.: The common language of space: a way of looking at the social, economic and environmental functioning of cities on a common basis. J. Environ. Sci. (China) 11(3), 344–349 (1999)

    Google Scholar 

  21. Hong, J.-Y., Suh, E.-H., Kim, S.-J.: Context-aware systems: a literature review and classification. Exp. Syst. Appl. 36, 8509–8522 (2009). doi:10.1016/j.eswa.2008.10.071

    Article  Google Scholar 

  22. Ju, W., Leifer, L.: The design of implicit interactions: making interactive systems less obnoxious. Des. Issues 24(3), 72–84 (2008)

    Google Scholar 

  23. Kim, W.: Personalization: definition, status, and challenges ahead. J. Object Technol. 1(1), 29–40 (2002)

    Article  Google Scholar 

  24. Kumar, V., George, M., Pancras, J.: Cross-buying in retailing: drivers and consequences. J. Retail. 84(1) (2008)

    Google Scholar 

  25. Kurbel, K.E.: The Making of Information Systems: Software Engineering and Management in a Globalized World. Springer, Berlin (2008)

    Google Scholar 

  26. Manchanda, P., Ansari, A., Gupta, S.: The “shopping basket”: a model for multicategory purchase incidence decisions. Market. Sci. 18(2), 95–114 (1999). doi:10.1287/mksc.18.2.95

    Article  Google Scholar 

  27. Mild, A., Reutterer, T.: An improved collaborative filtering approach for predicting cross-category purchases based on binary market basket data. J. Retail. Consum. Serv. 10(3), 123–133 (2003)

    Article  Google Scholar 

  28. Müller, J., Exeler, J., Buzeck, M., Krüger, A.: Reflective Signs: digital signs that adapt to audience attention, Proceedings of 7th International Conference Pervasive Computing (Pervasive 2009), 11–14 May, Nara, Japan, Springer, pp. 17–24 (2009)

    Google Scholar 

  29. Mulvenna, M.D., Anand, S.S., Büchner, A.G.: Personalization on the net using web mining. Commun. ACM 43(8), 123–125 (2009)

    Article  Google Scholar 

  30. NEC Display Solutions: Vergleichsstudie SPAR Markt Füssen/Kempten: Umsatzsteigerungen mit Retail Signage Systemen im Einzelhandel. Retail Signage & Public Displays, NEC Studie (2006)

    Google Scholar 

  31. O’Grady, M.J., Ye, J., O’Hare, G.M.P., Dobson, S., Tynan, R., Muldoon, C.: Implicit interaction. In: International Workshop on Instinctive Computing, Pittsburgh, 15–16 June 2009. Lecture Notes in Artificial Intelligence (LNAI). Springer Heidelberg, Germany (2009)

    Google Scholar 

  32. Page, B.: Dunnhumby renames Tesco TV: rethinks approach to content [Electronic Version]. aka.tv - retail. Retrieved 30 June 2010, from http://www.aka.tv/articles/article.asp?ArticleID=1143 [Last Accessed 27 July 2011] (2007)

  33. Pascoe, J.: Adding generic contextual capabilities to wearable computers. In: 2nd International Symposium on Wearable Computers, Pittsburgh, 19–20 Oct 1998, pp. 92–99. doi:10.1109/ISWC.1998.729534 (1998)

    Google Scholar 

  34. Puccinelli, N.M., Goodstein, R.C., Grewal, D., Price, R., Raghubir, P., Stewart, D.: Customer experience management in retailing: understanding the buying process. J. Retail. 85(1) (2009). doi:10.1016/j.jretai.2008.11.003

    Google Scholar 

  35. Rehme, F.: From challenge to chance: challenges in a changing society. In: Innovative Technologien im Handel, St. Wendel, 1 June 2010. Innovative Retail Laboratory, DFKI, St. Wendel, Germany (2010)

    Google Scholar 

  36. Schilit, B.N., Theimer, M.M.: Disseminating active map information to mobile hosts. IEEE Netw. 8(5), 22–32 (1994)

    Article  Google Scholar 

  37. Schmidt, A.: Implicit human computer interaction through context. Pers. Technol. 4(2–3), 191–199 (2000)

    Article  Google Scholar 

  38. Schmidt, A., Beigl, M., Gellersen, H.-W.: There is more to context than location. Comput. Graph. J. 23(6), 893–902 (1999)

    Article  Google Scholar 

  39. Smith, S.: Sharing the wealth: is contextual advertising the new gold rush for content providers? EContent 27(4), 22–27 (2004)

    Google Scholar 

  40. Te’eni, D., Carey, J., Zhang, P.: Human Computer Interaction: Developing Effective Organizational Information Systems. John Wiley, Hoboken (2007)

    Google Scholar 

  41. Tuzhilin, A.: Personalization: the state of the art and future directions. In: Adomavicius, G., Gupta, A. (eds.) Business Computing: Handbooks in Information Systems, vol 3. Emerald, Bingley (2009)

    Google Scholar 

  42. Yuan, S.-T., Tsao, Y.W.: A recommendation mechanism for contextualized mobile advertising. Expert Syst. Appl. 24(4), 399–414 (2003). doi:10.1016/S0957-4174(02)00189-6

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Vienna University of Economics and Business, Wien, Austria

    Christine Bauer & Sarah Spiekermann

Authors
  1. Christine Bauer
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Sarah Spiekermann
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Christine Bauer .

Editor information

Editors and Affiliations

  1. , Laboratories, Deutsche Telekom AG, Ernst-Reuter-Platz 7,, Berlin, 10587, Germany

    Jörg Müller

  2. University of Stuttgart, Pfaffenwaldring, Stuttgart, 70569, Germany

    Florian Alt

  3. Anhalt University of Applied Science, Strenzfelder Allee 28,, Bernburg, 06406, Germany

    Daniel Michelis

Rights and permissions

Reprints and permissions

Copyright information

© 2011 Springer-Verlag London Limited

About this chapter

Cite this chapter

Bauer, C., Spiekermann, S. (2011). Conceptualizing Context for Pervasive Advertising. In: Müller, J., Alt, F., Michelis, D. (eds) Pervasive Advertising. Human-Computer Interaction Series. Springer, London. https://doi.org/10.1007/978-0-85729-352-7_8

Download citation

  • DOI: https://doi.org/10.1007/978-0-85729-352-7_8

  • Published:

  • Publisher Name: Springer, London

  • Print ISBN: 978-0-85729-351-0

  • Online ISBN: 978-0-85729-352-7

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation