Implicit Opt-in Mobile Advertising
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Conclusions
Mobility, distributiveness, and an egocentric awareness are the main concerns when integrating LBS and advertising and marketing. Unlike egocentric awareness, mobility and distributiveness are tasks that can be achieved by adapting the existing infrastructure to the new configuration. Egocentric awareness, however, requires sophisticated methods and techniques. It includes not only determination of the user’s current position, but also the personalization of the information to be displayed (Egenhofer and Kuhn 1998). The proposed system uses sensors to gather infor-mation about location and orientation. This information, in combination with a user profile, de-fines the framework for our mobile advertising system. The adaptation of the map display frees users from tasks such as panning, zooming, and rotating the map. In addition, the automated se-lection enables an implicit opt-in mechanism for receiving advertising content.
The iPointer has proven that a sensor-based approach is a viable way to enhance the usability of mobile advertising systems. Maps still provide the best means for understanding one’s environ-ments and performing tasks such as wayfinding, trip-planning, and location-tracking. The use of positional and orientation sensors can also enabled dynamic display of advertising where the user implicitly opts-in to receive the advertisement, and, therefore, helps overcoming disadvantages of the privacy eroding marketing mediums.
The automated selection has shown to be simple to use and allowed users to inquire about a landmark of interest without any direct interaction with the map. This system, therefore, enables complete interaction with the environment and an implicit opt-in mechanism for receiving adver-tising content, where the mobile marketing system provides information about the user’s sur-rounding (Egenhofer 1999). This conclusion has lead to the creation of intelligent mobile adver-tising systems like the iPointer.
Acknowledgements
The University of Maine’s Spatial Information Science and Engineering Department and the National Center for Geographic Information and Analysis funded this research. The research was partially supported by the National Geospatial-Intelligent Agency under grant number NMA201-01-1-2003 and by the National Science Foundation under grant number NSF-DMI 0340041
Intelligent Spatial Technologies, Inc. (iST) develops location-based services and technologies that transform the way people interact with the world around them. iST’s iPointer® platform uses patent-pending geospatial search technology to allow mobile users to simply ‘point & click’ to receive information about selected buildings, landmarks, and points of interest. Portland, Maine-based iST was founded in 2003 and is privately held. For more information, call (207) 618-1931 or visit http://www.i-spatialtech.com.
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