無所不在廣告

文創傳設行動應用與管理計畫

無所不在廣告

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Mobile Marketing

Mobile Marketing

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 Mobile marketing is marketing on or with a mobile device, such as a cell phone.

 Any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal m obile device.



the degree of consumer knowledge and



the trigger of communication,

to differentiate between four types of mobile marketing applications: Stranger s, Victims, Groupies, and Patrons.

 The use of the mobile medium as a means of marketing communica tion

 Distribution of any kind of promotional or advertising message s to customer through wireless networks

 Using interactive wireless media to provide customers with tim

e and location sensitive, personalized information that promot

es goods, services and ideas, thereby generating value for all

stakeholders.

Mobile Marketing Strategies

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 SMS marketing

 MMS (Multimedia Message Service)

 Push notifications

 In-game mobile marketing

 Mobile web marketing

 QR codes

 Bluetooth

 Infrared

 Proximity Systems



Proximity marketing is the localized wireless distribution of advertising content associated with a particular place.

 Location-based services

 User-controlled media

 Privacy concerns in mobile marketing

Mobile marketing: Classification of mobile marketing applica tions

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Trigger of communication Push

Trigger of communication Pull

Degree of consumer knowledge

High

Victims

AT&T sent SMS text messages to

75 million customers suggesting they watch

American Idol and vote for candidates using their AT&T phone

Patrons

Pop icon Britney Spears

enabled fans to receive–—for

$2.99 per month–—Britney’s Diary: a weekly text message about her life during a concert tour

Degree of consumer knowledge

Low

Strangers

Toyota teamed up with Fox Broadcasting to insert 10- second commercials into 26 short mobile movies, so-

called ‘mobisodes,’ for the TV show

Prison Break

Groupies

Calvin Klein used Quick

Response codes (QR codes) on

billboards in New York to allow

users to pull up an exclusive

40-second Commercial

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Mobile Social Media

Social Networking

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Mobile Social Media

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 Mobile social media is defined as a group of mobile marketing appli cations that allow the creation and exchange of user-generated cont ent.

 Companies engaging in mobile social media will often have some sort of knowledge about the consumers with whom they’re dealing, such a s current geographical position in time or space.

 These users will nearly always agree to receiving information from the company, for example by ‘checking-in’ at certain locations. T his makes mobile social media users a specific form of patrons in o ur mobile marketing classification.

 Similar to mobile marketing in general, we differentiate between fo

ur types of mobile social media applications, depending on whether

the message takes account of the specific location of the user (loc

ation-sensitivity) and whether it is received and processed by the

user instantaneously or with a time delay (time-sensitivity).

Classification of mobile social media applications

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Location-sensitivity No

Location-sensitivity Yes

Time-

sensitivity Yes

Quick-timers

Transfer of traditional social media applications to mobile devices to increase

immediacy (e.g., posting Twitter messages or

Facebook status updates)

Space-timers

Exchange of messages with relevance for one specific

location at one specific point-in time (e.g., Facebook Places;

Foursquare; Gowalla)

Time-

sensitivity No

Slow-timers

Transfer of traditional social media applications to mobile devices (e.g., watching a YouTube video or reading a Wikipedia entry)

Space-locators

Exchange of messages, with relevance for one specific

location, which are tagged to a

certain place and read later by

others (e.g., Yelp; Qype)

Four I’s see more than two: Mobile social media adv ice

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 Mobile social media offer two pieces of information not avail able through any other channel: data on the consumer’s time and place. This makes it possible for businesses to see clien ts in a completely different light.

 And since it is commonly said that four eyes see more than tw o, we have developed the ‘Four I’s’ of mobile social media usage to help firms entertaining this new environment.

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First–—and to the greatest extent possible–— companies should try to

integrate their mobile social media activities into the lives of users, t

o avoid being a nuisance. Second, such integration can be achieved by ind

ividualizing activities to take account of each user’s preferences and i

nterests, and provide the opportunity to, third, involve the user through

engaging in conversation. If firms are really lucky, they might, fourth,

even initiate the creation of user-generated content and word-of-mouth, w

hich allows for tighter integration of activities into users’ lives.

Mobile Social Media Advice

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INTEGRATE your activities into your users' life to

avoid being a nuisance INTEGRATE

your activities into your users' life to

avoid being a nuisance

INDIVIDUA LIZE your activities to

take account of

user preferences

interests and INDIVIDUA

LIZE your activities to

take account of

user preferences

interests and

INVOLVE the user

through engaging conversatio

ns INVOLVE

the user through engaging conversatio

ns INITIATE

the creation of user- generated

content INITIATE the creation

of user- generated

content

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Social Networks in Pervasive

Advertising

Social Networks – Fans Ranking

14 http://fanpagelist.com/

T H E K I L L E R A P P L I C A T I O N F O R T H E 2 1 S T C E N T U R Y 15

Ubiquitous Advertising

Ubiquitous Advertising

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 In 2001, John Laird and Michael van Lent, two artificial intelligence researchers at the Uni versity of Michigan, claimed that interactive computer games were the “killer application”

for human-level AI.

 This survey article makes a parallel claim tha

t advertising is the killer application for ub

iquitous computing.

Ubiquitous Advertising

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 Advertising will be the next major application for ubiquitous computing.

 Ads will support ubiquitous computing, and ubi

quitous computing will support advertisers wit

h ad targeting, ad feedback, customer awarenes

s, and privacy.

Ubiquitous Advertising

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 A more important connection between advertisin g and ubiquitous computing is apparent from so me of the major problems that advertisers face

 targeting potential customers

 evaluating ads’ effectiveness

 customer awareness, and

 ensuring privacy

Advertising Supports Ubiquitous Computi ng

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 Many ubicomp applications will eventually be s upported by advertising.

 For example, imagine a mobile, nearby friend f inder supported by ads that suggest meeting pl aces in the vicinity, such as restaurants or c offee shops.

 Consumers are generally more willing to accept

advertising than pay for a service, and mobile

advertising is expected to grow quickly, inclu

ding trades of services for ads.

Ad Targeting

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 While ubicomp practitioners can use advertisin g to fund their services, advertisers will inc reasingly turn to ubicomp to increase their ad s’ effectiveness. The most obvious way for ub icomp to help is ad targeting.

 Two important issues

 Segmenting and Targeting

 Targeting with Ubicomp

Segmenting and Targeting (1/4)

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 Advertisers want to maximize their ads’ effec tiveness by paying to have them shown to only those most likely to respond positively, and t hey want their ads designed to be especially e ffective for their intended recipients.

 Traditionally, the first step is to segment th

e population into different groups in hopes th

at some groups will be better targets.

Segmenting and Targeting (2/4)

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 Segmenting is often done by characteristics such as dem ographics, life stage, location, psychographics, behavi or, and benefits sought, with demographics broken down as age, gender, family type, race and ethnicity, occupa tion, income, sexual orientation, religion, education, and household size.

 Different segments will be exposed to different types o f media and respond to different types of advertising.

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Age is the dominant factor that advertisers currently use for targ eting ads.

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As an example, a Harris poll found that of the four age groups the

y surveyed, those aged 59 and older were more likely than any othe

r age group to watch network television news.

Segmenting and Targeting (3/4)

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 A more abstract segmentation is VALS (Values a nd Lifestyles), which puts potential customers in categories of different psychological trait s that affect buying behavior.

 Eight categories segment people by personality

traits, such as thinkers, achievers, believers

, and strivers. GeoVALS gives the proportions

of VALS types in given geographic regions to h

elp advertisers know whether to advertise in a

certain area, and if so, to know which types o

f ads to run.

Segmenting and Targeting (4/4)

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 A more recent, better targeted advertising approach is beh avioral targeting, in which ads are presented based on the potential viewer’s behavior.

 This is most easily done on Web pages, where the user’s b rowsing history gives advertisers a clue to which ads woul d be most enticing.

 Google is experimenting with this approach, using browsing

history to segment people into 600 different categories. W

hereas Google’s browsing history is limited to sites usin

g its AdSense technology, Internet service providers have

experimented with “deep packet inspection” that looks at

all of a person’s online activity, including Web surfing,

email, and downloading.

Targeting with Ubicomp (1/2)

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 Ubicomp research has had little direct impact on advertising to d ate, but advertisers are still experimenting with ubicomp technol ogies to better target their audience. This demonstrates advertis ers’ appetite for ubicomp technology.

 As an example, location sensing has always been a significant par t of ubicomp, such as Intel Research’s Place Lab project that us es a database of Wi-Fi access points and cell towers to allow wir eless devices to compute their own location.

 Skyhook Wireless has commercialized similar technology. Skyhook c laims that the click-through rate on its location-based ads are 1 0 times higher than otherwise similar location-insensitive ads.

 Acuity Mobile uses location, both current and predicted, along wi

th time of day and other context queues to deliver mobile ads.

Targeting with Ubicomp (2/2)

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 Another form of context-sensitive, mobile adve rtising is traditional-looking ads that change as they move.

 Vert developed digital signs for the tops of moving tax is that can automatically change based on time and loca tion.

 New York City is testing a similar idea: ads presented

on video screens on the sides of moving transit buses.

Ubicomp Technologies for Targeted Advertising (1/3)

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 Ubicomp researchers have claimed the area of conte xt-sensitive computing and continue to advance the state of the art in context sensing and inference.

 Context data like this will be extremely valuable to adverti sers. Projects such as PlaceLab seek to sense simple events in the home, such as opening cabinets using embedded sensors , then using this sensor data to infer the occupant’s activ ities.

 Donald Patterson and colleagues showed how to infer a travel

er’s mode of transportation—walking, driving, bus, for exa

mple—based on GPS traces. Frequent walkers are likely more

often in the market for shoes, drivers need automobile maint

enance, and bus riders might want MP3 players.

Ubicomp Technologies for Targeted Advertising (2/3)

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 A second method had a human intervene, attemptin g to convert the reported activity to a search q uery that would return relevant ads.

 Participants rated both the relevance and useful ness of the resulting ads.

 The study found that ads based on the raw text d

escribing the activity were more relevant than r

andom ads, but not more useful. Surprisingly, ad

s from the second method, using human interventi

on, were considered neither more relevant nor mo

re useful than random ads.

Ubicomp Technologies for Targeted Advertising (3/3)

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 Advertisers have shown their desire for targeting bas ed on aggregate demographic data that can be used to predict a consumer’s sensitivity to a given ad. Howe ver, demographics is an impoverished projection of a consumer’s true propensity for making a purchase. He nce, advertisers have turned to more innovative techn ologies to target ads, such as behavioral targeting a nd simple context sensitivity based on time, location , and real-time demographic estimates.

 Looking forward, ubicomp provides powerful, deep beha

vioral inferencing that advertisers could exploit to

their advantage.

Advertising Feedback (1/5)

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 Advertisers are famously uncertain about their ads’ effectiveness, illustrated by the classi c quote from John Wanamaker, an early 1900’s Philadelphia department store baron

 “I know half my advertising is wasted, but I don’t kn ow which half.”

 A Forrester report says that only a third of m

arketers consider their marketing effective, a

nd it’s estimated that only 41 percent of mon

ey spent on ads produces a sale.

Advertising Feedback (2/5)

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 Verifying a direct causal relationship between a given advertisement and sales is difficult, so advertisers have adopted advanced technolog y to assess their ads’ effectiveness.

 The eye-level billboards equipped with cameras can anal yze the images to infer the onlookers’ gender and age, and, importantly, how long they looked at the ad.

 Both Brickstream and VideoMining provide camera-based t

echnology to brick-and-mortar stores to track customer

behavior, including their stops at in-store display ads

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Advertising Feedback (3/5)

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 Despite efforts by advertisers, there is not yet wides pread technology that connects buying behavior to ad e xposure. Advertisers are anxious for more data on how potential consumers respond to ads.

 Context awareness “in the wild” generally depends on frequent measurements of a person’s activities, and c ontext researchers seek more sensed data for making in ferences.

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For example, a mobile sensor package from Intel Research and the

University of Washington, designed for activity sensing, include

s a microphone, visible light sensor, infrared light sensor, thr

ee-axis accelerometer, barometer, thermometer, humidity sensor,

compass, 3D magnetometer, and 3D gyro.

Advertising Feedback (4/5)

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 For ad feedback, advertisers are most interested in the connection between ad exposure and buying behavior.

 With targeted ads increasingly delivered on ubic omp devices such as mobile phones and digital ki osks, the research community will be in a positi on to easily detect ad impressions.

 While credit cards and shopper loyalty cards can

be used to detect purchases, ubicomp researchers

have already looked at using shopping receipts t

o find lists of what people buy.

Advertising Feedback (5/5)

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 One can easily imagine a combination of ubicom

p technologies providing ad feedback, such as

a sensor package that can tell if someone is l

ingering in front of an ad, incentivized exper

ience sampling to ask about an ad’s impact, a

nd the correlation of ad exposure with purchas

e data. Thus, ubicomp technology is poised to

resolve much of advertisers’ uncertainty abou

t their advertising’s effectiveness.

Knowing the Customer (1/3)

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 When developing an advertising strategy, marke ters need to know how consumers make buying de cisions.

 As an example, some new home-cleaning products were fou nd to be especially slow-selling in Italy.

 Researchers from the affected companies found that Ital ian women are particularly devoted to keeping their hom es clean, and the women tended to avoid products that s eemed to make the job too easy. One company changed its ads, emphasizing its product’s strength as opposed to its convenience.

 This exemplifies how advertisers are anxious to know th

eir customers in order to position their products in an

appealing way.

Knowing the Customer (2/3)

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 The observational methods that marketers use h ave close parallels in ubicomp.

 Both ubicomp researchers and advertisers are t

rying to understand how people behave, what th

ey like, and why they do what they do.

Knowing the Customer (3/3)

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 Each of these three methods of studying people—diaries, f ield studies, and ethnography—has been successfully used by both advertisers and ubicomp researchers.

 Both fields are trying to discover people’s habits and pr

eferences. For the ubicomp studies, it’s easy to imagine

the research as a precursor to a marketing campaign, in wh

ich the study can reveal which aspects of products are mos

t likely to appeal to potential buyers. This close alignme

nt in methods and goals suggests that ubicomp has the righ

t expertise to aid advertisers in future studies of these

types. By its nature, ubicomp is especially well positione

d to study people in situ as it attempts to bring technolo

gy to bear on even the mundane parts of life.

Privacy

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 Privacy is an issue for advertisers as they at tempt to gather more detailed information abou t their target subjects in an attempt deliver ever more tailored, personalized messages.

 Whereas advertisers might consider privacy an

annoying obligation, ubicomp researchers have

been addressing the issue with technical solut

ions that enhance privacy and preserve conveni

ence—solutions that advertisers will eventual

ly adopt for their own systems.

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Ned experiences ubiquitous advertising during his day.

(Figure by Jim St. George, Microsoft Research.)

Summary (1/4)

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 Given the inevitability, what can ubicomp resear chers do to prepare? Below are some suggestions:

 Design for ad-supported ubicomp

 If some ubicomp services will eventually be supported by adv ertising, there must be underlying system protocols for acce ssing and presenting ads that are smoothly integrated into t he experience.

 Alternate business models

 Alternate business models. If you find the idea of ad-suppor

ted ubicomp undesirable, seek different business models and

prove their feasibility. Alternatives include open source, o

ne-time fees, subscriptions, and donations.

Summary (2/4)

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 Seek to make ads more tolerable

 Not surprisingly, a study showed that mobile ads considere d entertaining or informative were perceived as most accep table.51 With its emphasis on context awareness, ubicomp h as the potential to make ads that inform at the right time .

 Understand consumers’ privacy concerns

 Advertisers want to know a lot about potential customers,

but we need to understand how much information customers a

re willing to give about themselves.

Summary (3/4)

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 Be aware of what advertisers want

 Here is to outline some advertiser goals: targeting, feedb ack, knowing the customer, and consumer privacy. Also, it

’s important to understand that although many ads overtly

try to induce a purchase, advertisers are interested in mo

re subtle persuasion. Advertisers try to build positive br

and awareness, attempt to induce certain behavior (includi

ng non-buying behavior such as quitting smoking), and assu

re consumers after a purchase.

Summary (4/4)

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 Ubicomp technologies provide many things that

advertisers want, whether or not this has been

their intention. For our research field, the a

rrival of advertising gives us the chance to a

ffect the future of advertising. We are in a p

osition to increase the effectiveness of adver

tising, for better or for worse, but also to m

ake advertising more helpful and private from

the consumer’s point of view.

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Personalized Mobile Advertis

ing

Comparison of Advertisement Media

45 Media type Magazine/

newspape r

TV Radio Internet Mobile

(Wireless)

Transmitted

media Text/pictu re/physica l

Video Voice Video/picture/

text Video/picture/

text

Delivery

style Pull Push Push Pull and push Pull and push

Involvement Medium Low Low High High

Target

market Specific target market

Mass

market Specific target market

Mass market and

segmented personalized market

Mass market and

segmented personalized market

Content Detailed Limited Limited Detailed Limited

Personalization

Medium Difficult Medium Easy Easy

Communication

s

One-way One-way One-way Two-way Two-way

Three Types for Mobile advertisements (1/2)

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 Permission-based advertising

 permission-based advertising sends messages on specific goods and services targeted at individuals who show a c lear willingness to receive advertisements. Therefore, if mobile-advertisement-related businesses can obtain t he user's permission to send messages, then user accept ance will be relatively high.

 Incentive-based advertising

 incentive-based advertising provides individuals with i

ncentives to agree to receive advertisements for promot

ional events. Consumer willingness to accept this type

of advertising is relatively high.

Three Types for Mobile advertisements (2/2)

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 Location-based advertising

 location-based advertising sends advertisements associa

ted with an individual's current location or destinatio

n. Location-based services can ascertain the exact loca

tion of a user via mobile devices and wireless networks

, allowing advertisers to provide location-related rea

l-time messaging services. Therefore, not only can mobi

le advertisements provide rich and diverse multimedia c

ontent, but they are also no longer limited by time, pl

ace, or other factors when conducting real-time interac

tive communication, giving the mobile advertising marke

t huge potential business opportunities.

Research Topics for Mobile Advertising (1/2)

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 Contextualized mobile advertising

 Location-based Services

 Consumer attitude

 Factors influencing consumers' acceptance

 Advertising platform management

 Influence of content presentation methods

 Mobile advertising influence on consumer perce ption

 Business model

Research Topics for Mobile Advertising (2/2)

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 Relationship between consumer attitude and pre sentation style

 Policy issues

 Personalized mobile advertisement

 Consumer behavior

 … and more

Compiled chart of personalized mobile advertising attributes

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 Weather

 User activities

 Location

 Time

 Device type

 Promotion

 Price

 Brand name

 Background information

 Preference

 Interests

 Search history

 Virtual community

 ???

Mobile Advertising Industry Value Chain

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Advertiser

Content provider

Mobile service provider

Mobile phone user

Mobile advertising Platform

Providers/advertising Media agencies

Marketing and planning outsourcing

Feedback information Marketing

expense

Service charge

Marketin g

Advertisement send/receive feedback information

Content production

Content production

Profit sharing

Advertisement send/receive

fees

Advertisement transmit and

response

Transport fee or monthly communicatio

ns fees

Information flow

Cash flow

Interplayer relationship in the mobile advertising industry value chain (1/5)

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 Advertiser

 Advertisers want to use mobile advertising to consolidate exis ting markets and develop new potential customers.

 Hence, aside from sending advertisements to their own members, they also use the mobile service provider's database to select appropriate targets to which to send the additional advertisem ents.

 The advertisement text production and event planning are entru sted to mobile marketing agencies and content providers, who w ill then send the completed advertising messages to users via the mobile service providers.

 Interested users can find interactive advertising and further

access relevant information. McDonald's, Coca-Cola, and Adidas

are examples of such advertisers.

Interplayer relationship in the mobile advertising industry value chain (2/5)

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 Content providers

 Content providers are responsible for producing content for mobile advertisements. However, they lack advertise ment planning and other aspects of marketing knowledge and will therefore likely cooperate or form strategic a lliances with advertising agencies.

 For example, Cyber Agenthxyc and Pentsu established a j

oint venture with NTT DoCoMo to form CA Mobile.

Interplayer relationship in the mobile advertising industry value chain (3/5)

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 Mobile service provider

 Mobile service providers provide the fundamental infras tructure to transmit mobile advertisements and use thei r large user databases to help advertisers select appro priate recipients to improve advertising effectiveness.

 Cooperating with mobile marketing agencies and content

providers, mobile service providers, such as Chunghwa T

elecom, Taiwan Mobile, and FarEaston, create advertisem

ent texts and plan marketing activities.

Interplayer relationship in the mobile advertising industry value chain (4/5)

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 Mobile advertising platform providers

 Mobile advertising platform providers (i.e., advertisin

g media agencies) play an important role in leading the

mobile advertising industry value chain. They are respo

nsible for planning content and marketing activities fo

r advertisers, as well as assessing and reporting resul

ts, so that advertisers can maintain advertising effect

iveness.

Interplayer relationship in the mobile advertising industry value chain (5/5)

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 Mobile phone users

 Mobile phone users who anticipate mobile advertising content can proactively search for advertisements that fit their pref erences and interests, and can also register certain products to receive advertising information for related products on a regular basis.

 For mobile phone users to see the value of personalized mobil

e advertising, all players in the mobile marketing industry v

alue chain will need to work together in a seamless manner. A

s each player in the value chain has different business objec

tives and interests, creating a collaborative model for all p

layers to work together will be critical. The key successful

factor is adding value to mobile phone users in their daily a

ctivities.

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Multipurpose Interactive Pub

lic Displays in the Wild

Multipurpose Interactive Public Displays (1/3)

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 To gain more in-depth knowledge about the real-world use of interactive public displays, as part of our Urban Inte r-actions (UBI) Research program, we deployed 12 multi-pu rpose interactive displays in 2009 at six outdoor and six indoor locations around downtown Oulu, Finland.

 Each display, or UBI hotspot, consists of a 57-inch high- definition LCD panel with



a capacitive touchscreen foil,



two cameras,



a near-field code and radio frequency ID (NFC/RFID) reader,



a loudspeaker, and



Wi-Fi and Bluetooth access points, and high-speed Internet access.

Multipurpose Interactive Public Displays (2/3)

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 The objective in deploying these displays was to understand how users derive value from inte ractive public displays that provide real serv ices based on real content over an extended pe riod.

 The hotspots offer 25 distinct interactive ser

vices, provided by us, the City of Oulu, priva

te businesses and nongovernment organizations,

and creative communities.

Multipurpose Interactive Public Displays (3/3)

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 The outdoor hotspots are double-sided displays

along walkways in the heart of the city and in

the market area. The six indoor hotspots are s

ingle-sided displays in popular municipal buil

dings such as the main library, the youth and

culture center, and the swimming hall.

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Outdoor UBI hotspot along a walkway, where a user is interacting

with version 2 of the UBI portal

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Outdoor UBI hotspot in the market area of downtown Oulu

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The screen is split between the UBI channel (top left), a customizable multi-media playlist;

the quick-launch menu providing one-touch access to selected services (bottom left);

Future Challenges

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 To move ahead, public display research must fi nd ways to motivate interaction, such as

 combating interaction blindness and overcoming entrench ed inhibitions to using public space technology, and

 to ease the transition to multipurpose displays.

Combating Interaction Blindness (1/2)

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 Recent advances in display technologies have enabled the pr oliferation of large displays in public spaces. To date, ho wever, these displays are still used primarily as one-way c ommercial digital signs. Existing display technologies are opening the opportunity to replace this passive single-purp ose broadcasting with dynamic multipurpose interaction.

 Display blindness (not noticing the display) and interactio n enticement10 are well-known challenges for public display s, but interaction blindness is a relatively new obstacle.

From interviews and diary studies of the use of technology

in public spaces, we have seen that people in all populatio

n demographics do not interact with the hotspots because th

ey simply do not know that they can.

Combating Interaction Blindness (2/2)

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 One way to overcome interaction blindness and entice interaction is make the interface more natural. Proxemic interactions —in which the display system interprets cues such as body position and adjusts the interface a ccordingly—are emerging as a potential paradigm for realizing natural i nterfaces. Several research efforts have produced proof-of-concept labor atory prototypes, but our simple visual proxemic cue (the “Touch me!”

animation) did not noticeably increase user interaction.

 Our interview results also suggest that people are hesitant to use techn

ology in public. Many interviewees said that they did not use the displa

ys because they were afraid they might break them or compromise their op

eration. Some people believe that using the display could upset others i

n the vicinity, analogous to changing the TV settings in a crowded cafe

where the fear of displeasing others inhibits a customer who might want

to turn up the volume or change the channel. We are finding that people

carry these entrenched inhibitions into their hotspot experience, creati

ng a formidable interaction obstacle.

Transitioning to Multipurpose Displays

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 Moving from single-application displays to multipurpose hotspots creates new possibilities for display design.

 The transition to multipurpose displays raises a host o f new questions:



What is the best way to present multiple applications to users?



How can we exploit the competition among applications for user att ention?



How many applications should a display have?



Should displays present one identical application grouping to all users, or should they adapt and customize their menu structure?



Should users be able to install their own applications on the disp

lays?

A C O M M U N I C A T I O N S M E D I U M F O R T H E 2 1 S T C E N T U R Y 68

Open Display Networks

Open Display Networks (1/3)

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 The decreasing cost of hardware and the increasing di fficulty of reaching the general public through fragm ented conventional media have led to the ubiquitous d eployment of public display systems.

 However, the vast majority of today’s public display s effectively disappear: people have become so accust omed to their low utility that they are highly skille d at ignoring them.

 Display operators try to counter this lack of attenti

on by using invasive techniques, such as increasing t

he number of displays or the amount of motion in the

content.

Open Display Networks (2/3)

70

 This trend stands in sharp contrast to Mark Weiser’s origina l vision of calm computing—a future in which computers fade into the background of our lives. Rather than disappearing, w e believe that 21st-century public displays should form the b ackbone of a new communications medium with the same potentia l impact on society as radio, television, and the Internet.

 Our vision of the 21st century includes large-scale networks of pervasive public displays and associated sensors that are open to applications and content from many sources.

 We expect these open display networks to support the same lev

els of rapid innovation that boosted first the Internet and t

hen the mobile phone sector into their defining societal role

s.

Open Display Networks (3/3)

71

 The observations and experience are grounded i n work on five key building blocks:

 open architectures that support application development

 situated information and applications

 privacy-compliant personalization and control,

 engaging and efficient user interaction models, and

 viable business models.

Open Architectures (1/4)

72

 From a developer’s viewpoint, creating applic

ations for open public display networks requir

es novel paradigms and programming tools.4 For

example, how should developers approach schedu

ling content on a display without knowing the

specifics about its identity? How should they

access and control screen geometries and place

ment? How should their designs interact with o

ther applications within the system?

Open Architectures (2/4)

73

 First, the developer must be able to identify the connected displays and their spatial relat ionships.

 After application and content creation, develo pers still need support to distribute their ap plications within a display network.

 Public display systems comprise numerous compo

nents, including player software and hardware

for display nodes and server-side support for

content creation, scheduling, and distribution

.

Open Architectures (3/4)

74

 Realizing the overall vision of a global network of p ublic displays requires developing a system that is o pen, scalable, and extensible, yet also offers good s tability and performance.

 Although stability and performance are fairly generic requirements for many large systems, public displays represent a particularly challenging domain because o f the mix of performance requirements (high-quality c ontent presented in a timely fashion), cost considera tions, and the difficulty of maintaining and managing a highly distributed network with many nodes situated

“in the field.”

Open Architectures (4/4)

75

 In addition to creating the required monitoring and ma nagement services, a remaining challenge is dealing wi th the conflicting requirements for openness and secur ity.

 Open display networks offer the potential for abuse at three levels: offensive content, in-network attacks to subvert displays (for example, by an application deplo yed within the network that tries to access more scree n resources than it should), and traditional computer attacks, such as hacking and denial of service.

 Indeed, viruses could someday target open display netw

orks and require specific countermeasures.

Situated Displays (1/2)

76

 Openness does not stop at developers: public display systems should also be open to content from users. Allowing users to actively influence the content on their displays could increa se participation in—and the relevance of—such systems, alon g the lines of the Web 2.0 paradigm. How can we achieve simil ar participatory effects in the context of display networks?

 Public displays in general are strongly situated artifacts de eply embedded in their specific physical, social, and cultura l circumstances.

 This placement in relation to a location, situation, or set o

f circumstances is an essential element for their interpretat

ion and marks a key difference between a public display and s

imply carrying a mobile device.

77

An example of autopoiesic content. Passersby stop in front of a public display

running the FunSquare application, which shows self-generated situation-aware “fun

facts” that should stimulate discussion among viewers. In this example, a built-in

camera in the system has counted the average number of weekly viewers in front of

the display and compares the energy generated by that many human brains with the

energy used by an electric car to cover 100 km.

Situated Displays (2/2)

78

 We also developed a software platform that support s the creation of “places”—public display profi les obtained from automatically sensed data and th e digital footprints generated by people who activ ely engage in interaction around a display.

 Based on the information gleaned from these profil es, applications on the display can generate conte nt tailored to what’s going on near the display.

 By detecting and aggregating the presence of nearb

y virtual pins, the display can reflect its viewer

s’ interests and preferences.

Privacy and Personalization (1/2)

79

 To provide content relevant to passersby, displays must off er sophisticated personalization.

 However, such personalization often raises privacy concerns in three broad disclosure areas: location tracking; the dis play of inappropriate or revealing content; and interaction with the display infrastructure.

 To maintain any semblance of privacy, an approach that requ ires users to register with some sort of central server tha t will subsequently track their movements in front of world wide displays is not an option.

 Instead, users should stay in control of their data and dec

ide for themselves when to personalize a particular display

and what information to provide to support this.

Privacy and Personalization (2/2)

80

 Display owners open up their screens to content from trusted application providers, which can then persona lize the information they send to displays to suit th e set of users currently near the display without hav ing to disclose user identities to the display provid er.

 Via publicly available maps of displays and their sup

ported applications, users can exploit self-positioni

ng technology such as GPS to decide which display the

y want to personalize and then trigger personalized i

nformation display via the applications to which they

have subscribed.

81

Instead of having to trust a potentially unlimited number of display providers, viewers in the Tacita Public Display Personalization System form trust relationships directly with application providers. The application provider keeps all personal information.

Similarly, display owners can rely on trusted application developers to provide quality personalized content for their displays.

Applicatio n

Display

Provides content

Requests content Wants access/

information Trusts

Owns

User Owner

Trusts Pro vid

es acc ess To dis

pla y Pr ov ide s p er so na liz at ion

da ta

82

This display shows personalized

weather

information for

three locations—the display’s home

location, a

randomly selected location, and a

location chosen by the user—to

support plausible deniability by

viewers.

Engaging Interaction (1/3)

83

 To entice viewers and passersby to engage with

open display networks, interaction must be bot

h efficient and rewarding. Different interacti

on models are possible. For example, displays

can react to users walking by (implicit intera

ction) or users can decide to interact with th

e content currently displayed (explicit intera

ction).

Engaging Interaction (2/3)

84

 A wide range of techniques for explicit intera ction are currently available, including media ted interaction (such as through a mobile phon e or other device) and direct interaction (suc h as using a touchscreen).

 Although significant research has examined how

individual users can interact with displays,9

the problem of supporting interaction with mul

tiple displays for a potentially large set of

users is much less studied.

Engaging Interaction (3/3)

85

 Providing such explicit means for interaction requires that users understand the basic mecha nisms for personalization and contextualizatio n to feel in control.

 One key challenge is to how to arrive at an ap

propriate set of well-understood techniques fo

r confidently interacting with a wide range of

public displays.

Viable Business Models (1/4)

86

 Traditionally, advertising-based business models h ave dominated public display installations, either with ads from the display owners or “space” on t he displays sold via ad brokers.

 Display owners (or more specifically, the stakehol ders for the space in which the displays are deplo yed) have tended to adopt a conservative approach about displayed content as it has a direct impact on viewers’ perception of the physical space.

 For example, the owner of a high-end shopping mall

would not want ads for low-cost bulk goods.

Viable Business Models (2/4)

87

 Understanding the specific require-ments that

different business models place on pervasive d

isplay systems is a significant challenge that

will require input from both computer scientis

ts and business specialists.

Viable Business Models (3/4)

88

 The opening up and globalization of display netwo rks will challenge these existing business models and attitudes relating to public displays.

 Our experiences have shown that, with appropriate care, stakeholders can enter into new forms of tr ust relationships with content producers and open up their displays to content without requiring me chanisms to issue prior approval.

 This is particularly significant as it suggests t

hat we can indeed overcome a major barrier to ope

n display networks.

Viable Business Models (4/4)

89

 Understanding the specific requirements that d ifferent business models place on pervasive di splay systems is a significant challenge that will require input from both computer scientis ts and business specialists.

 A specific challenge is how to support opennes

s while ensuring that the network provides app

ropriate safeguards for content producers’ ri

ghts management, censorship, and freedom of sp

eech.

Open Display Networks in Use (1/2)

90

 How would an open public display network change our lives? Although the smartphone market’s rap id rise exemplifies how difficult it is to predi ct the implications of opening up an existing sy stem to user innovation, the effort of trying to extrapolate from our vision to a small set of in tegrated scenarios is probably worthwhile.

 At a minimum, these ideas might act as seeds for

novel applications, as well as offer a hint of f

urther social and economic challenges that go we

ll beyond the technology itself.

Open Display Networks in Use (2/2)

91

 Emergency services

 Allowing emergency services to spontaneously appropriate displays to get information to citizens in a timely mann er could help in cases of natural disasters or terrorist incident.

 Influencing behavior

 Self-expression and personalization

 Display networks might help channel this creativity and

desire for personalization. Street applications might em

erge that allow new ways of associating personalization,

identity, or membership. New types of interactive situat

ed games can similarly create new activities.

Summary

92

 Our scenarios are designed to provide a glimps e of how an open public display network might emerge as a new communications medium for the 21st century.

 We believe that the innovation required to ach

ieve this transformation can only take place i

f display networks move from their current, cl

osed model to a new, open one that supports co

ntent and applications from a wide range of so

urces.

93

Advertising on Public Displa

y Networks

Public Display Networks (1/2)

94

 For advertising-based public display networks to become truly pervasive, they must provide a tangible social benefit and be engaging withou t being obtrusive, blending advertisements wit h informative content.

 Advertising performs a vital function in socie

ty by conveying information about products and

services, which benefits both producers and co

nsumers. It is hard to imagine a modern capita

listic economy without it.

Public Display Networks (2/2)

95

 Public displays are conceptually similar to comm ercial billboards and posters, which traditional ly contain little or no content besides advertis ing. A resulting challenge in creating public di splay networks is to make them attractive to vie wers while at the same time catering to other st akeholders’ needs.

 Designers must consider two dimensions: how to p

resent content—through time or space multiplexi

ng, or in an integrated format—and whether the

user or system should initiate interaction.

Mixing Information and Ads

96

Interaction

type Time

multiplexing Space

multiplexing Integrated User-initiated Full-screen

advertising display that switches to a store directory upon being

touched

Browsable bus timetable with ads next to the schedule

Interactive ball game with a corporate logo attached to the balls

System-

initiated Looping

slideshow of various types of content including ads and

information

Ads and

information displayed side- by-side on the same screen

City map with embedded

restaurant ads

Content presentation mode

Success Factors

97

 The most important factor in a public display

’s success is its location—in general, the m ore traffic (pedestrian or vehicular), the mor e attention it will attract. However, other gu idelines are important in designing and implem enting the system.

 Quantifying user behavior

 Measuring advertising performance

 Attracting attention

 Communicating interactivity

 Motivating interaction

Content Presentation

98

 Combining visual communication channels with o ther output modalities, such as audio, smell, and tactile feed-back, can create more powerfu l ads.

 To realize such innovative experiences, advert

ising agencies and display providers will need

to collaborate with computer scientists in fie

lds ranging from human-computer interaction to

image processing to game design.

Sensing the User

99

 Integrating various technologies with public d isplays can help obtain information about pass ersby as well as enable user interaction.

 Touch technologies

 Optical and audio sensors

 Audience measurement and analysis

 User interaction

Tradeoffs

10 0

 Unlike mobile phones, public displays present d esigners with the choice of focusing on local a dvertising content or appealing to a global aud ience.

 There are various tradeoffs to consider in desi gning public displays and in crafting advertisi ng content for such displays.

 Calm versus engaging advertising

 Privacy versus personalization

 Local versus global advertising

 Persuasion versus manipulation

10 1

Looking Glass used an interactive ball game to engage passersby.

10 2

Interactive displays’ form factor can strongly

influence levels of public engagement.

10 3

Digifieds, a digital classified ads platform, demonstrated that both content providers and users are interested in locally relevant

information and that under the right circumstances users are

willing to share sensitive data in a public space.

L O C A T I O N - B A S E D S E R V I C E S H A V E A T T R A C T E D

C O N S I D E R A B L E A T T E N T I O N D U E T O T H E I R P O T E N T I A L T O T R A N S F O R M M O B I L E C O M M U N I C A T I O N S A N D T H E P O T E N

T I A L

F O R A R A N G E O F H I G H L Y P E R S O N A L I Z E D A N D C O N T E X T - A W A R E S E R V I C E S .

10 4

Challenges and Business Models for Mob ile Location-based Services and Advert

ising

Key Insights

10 5

 Professionals should be aware of technical- and busines s-related challenges as they develop solutions for locat ion-based services.

 Location-based mobile advertising has potential to gener ate significant revenues leading to successful business models.

 Awareness of multiple business models that can play key roles in mobile advertising—and how these models compar e to one another—would be essential in the successful d eployment of location-based services.

 Professionals should also consider the imminent challeng

es as the develop and implement location-based services.

Location-Based Services (LBS)

10 6

Advertising Database

User Preferences

Specific Users Specific Locations

Mobile Advertising

Emergency Services

Wireless and Pervasive Infrastructure

Vendors/Dealers

Mobile Inventory/Product Location Tracking & Monitoring

Information on services, places, and mobile information services

Location-Info

10 7

Location- Based Services

Applications Required Quality of Service (QoS)

Information /

directory services

• Dynamic yellow pages that

automatically informs consumer of location of nearest hospitals,

restaurants, shopping malls and theatre, and ATM

• Nearest parking lot, drug store or gas Station

• Location accuracy of a tens of meters

• Response time of few seconds

• Need for high reliability (98%–99%)

Tracking and

navigation services

• Tracking of children, locating lost pets

• Locating friends in a particular area

• Tracking stolen vehicles, asset tracking

• Dynamic navigational guidance

• Voice-enabled route description

• Location accuracy of few meters

• Response time of few seconds

• Need for very high reliability (Goal should be 100%)

Emergency services

• Roadside assistance

• Search and rescue missions

• Police and fire response

• Emergency medical ambulance, E911

• Location accuracy of a tens of meter

• Response time of few seconds or less

• Need for very high reliability (Goal should be 100%)

Location- based

advertising

• Wireless coupon presentation, targeted & customized ads

• Marketing promotions and alerts

• Customer notification and

identification in the neighborhood store

• Location accuracy of few meters

• Response time of a minute

• Need for high reliability (98–

99%)

Characteristics of location-based services (1/2)

10

Types of LBS Characteristics 8

Person-

oriented LBS • Consists of applications where a service is user based

• User usually controls how location information is collected and utilized

Device-

oriented LBS

• Applications are external to user

• Person or the device located is not controlling the service

Push versus pullbase applications

• Push-based: information delivered to the mobile terminal (end user) automatically when certain event occurs

• Pull-based: Mobile terminal (end user) initiates the request

Direct versus indirect

profile

• Based on how the user profile is collected: directly from the user during the set up phase, by tracking the user’s behavior pattern or from third parties

• Security and privacy issues become critical to maintain user trust and to avoid fraudulent activities

Availability of profile

information

• Profile information requested on the fly or already

available to the LBS

Types of LBS Characteristics Mobility and

Interaction

• Range of mobility scenarios exist based on combinations of mobility of users and network components

• The level and type of interactions depend the mobility scenario

State of

interaction • Stateless interaction: Each request is an

independent transaction unrelated to previous request

• Stateful interaction: The LBS preserves the state across service requests (beneficial to for forecasting future transactions, requests and behavior)

Static versus dynamic

information source

• Static: Data about historical buildings and landmarks, places of attraction, hotels and restaurants, maps

• Dynamic: Information that changes with time (weather, traffic and road conditions)

Source of location

information

• Location information provided by the user or the network infrastructure or by a third party.

Accuracy of location

information

• Depending on the positioning technology used in the network infrastructure, different accuracy for localization request of mobile terminals result.

Characteristics of location-based services (2/2)

10

9

Various technologies for location-based services

11 0

Location management using sensor and RFID

Satellite-based location Tracking (GPS)

Location management in LANs/PANs

Location management in

3G/4G broadband wireless networks (802.16 and long-term-evolution) Wireless LAN

802.11

PAN

(Ad hoc network)

MSC

HLR/VLR

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BS

MSC

HLR/VLR

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