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Final Presentation

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by

Justyna vdw

on 1 July 2013

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Transcript of Final Presentation

My Inspirations
Limitations & Future Research
When Mobile meets Digital Signage
Ubiquitous computing
Pervasive advertising
Mobile
+
Digital Signage
Interactivity
Personalization
Context adaptivity
RQ: Is advertising based on the interaction between mobile and digital display effective, as opposed to advertising via mobile only?
My process
Experiment
Knowledge gap
The field of research on digital signage lacks economically oriented academic investigation (Bauer, Dohmen & Strauss, 2011)
To date, there is no clear answer to the question how context influences advertising effects (Moorman, 2003)
Studies on the effect of context style/ad style similarity on ad processing are scarce and lead to contradictory findings (De Pelsmacker, Geuens & Anckaert, 2002)
My study = continuation of the study of Hühn, Khan et al. (2012) on LBA
Limitations & Future Studies
Display blindness
In Europe mobile users need to give a permission to receive mobile ads (i.e. by sharing their personal data with the marketers)
Providing personal data raises a question regarding privacy issues
No given permission can lead to high risk of irritation and consequently influence brand perceptions (Barwise & Strong, 2002)
Interactivity
Ecological validity
Conducting research in real supermarket / physical supermarket (i.e. stimulating ads by 'wizard of oz' method)
Experience of real shopping & real product (not virtual)
Bigger & more diverse sample
Decreasing the attributes which has been accommodated in the research (i.e. by adding more groups)
Participants use their own mobile phone
Mobile application downloadable, available in the app store
Personalization
Exposing participants to personalized, targeted mobile ads (technically in the experiment, this could be solved by asking few questions before the shopping procedure about specific product preferences)
Adjusting advertisements to the demographics of the participants (i.e. in the morning ads targeted to the older audience)
Permission
Implementing more options within the ad, not only ‘next’ button, which could influence the perception of the ads and interactivity
Enhancing the level of control by giving the subjects more alternatives (i.e. immediate 'exit' / 'skip' button')
Providing more playful and engaging content might influence the attention and memorability (i.e. more advanced graphics, animations etc.)
Supplying the participant with the mobile app beforehand
Implementing sound effects into a public display
Content showed on a public display different than on a mobile (added value)
Personalized message which is targeted to specific characteristics (i.e. interests, preferences, shopping history) of each user
My study
How this system could work in real life?
Preexisting digital signage / narrowcasting systems
WiFi and mobile app

Placing public displays within a store next to the advertised products
Additionally implementing more customized mobile ads (i.e. mobile phones store the information about their owners such as Ah bonus card)
Personalization based on the previous shopping history (i.e. system used by Superpharm)

Conclusions
Audience
Implementing audience could have a possible influence on research results
Audience behavior could be studied (i.e. effects such as honeypot or reactions of passersby)
The presence of other people can influence the perception of the ads and can determine how user would interact with the ad
Schneegaß S., Alt F. , and Schmidt A. (2012) “Mobile Interaction with Ads on Public Display Networks,” in Proceedings of the 10th International Conference on Mobile Systems, Applications, and Services, pp. 479-480.
Müller, J., Walter, R., Bailly, G., Nischt, M. and Alt, F. (2012) "Looking glass: a field study on noticing interactivity of a shop window," in Proceedings CHI'12, ACM Press, 297-306.
Krumm, J. (2011). Ubiquitous Advertising: The Killer Application for the 21st Century. IEEE Pervasive Computing, 10 (January 2011): 66-73
Ned experiences ubiquitous advertising during his day. (Figure by Jim St. George, Microsoft Research.)
Müller, J., Walter, R., Bailly, G., Nischt, M. and Alt, F. (2012) "Looking glass: a field study on noticing interactivity of a shop window," in Proceedings CHI'12, ACM Press, 297-306.
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