Book on Pervasive Advertising

Core principles of Pervasive Advertising

This book presents the core principles of Pervasive Advertising and makes accessible to practitioners and researchers alike research findings in pervasive computing, modern advertising, and human-computer interaction. The major opportunities addressed include: symmetric communication, the long tail, powerful experiences, personalization, context adaptivity, audience measurement, and automated persuasion. The major challenges addressed include: calm and engaging advertising, privacy, and ethical persuasion. This book presents and discusses innovative applications based on digital signage and mobile advertising, venturing into new territories like music and scents.
This book is intended as a guide for:
– Advertisers who want to understand how new technologies revolutionize their field.
– Pervasive computing engineers and researchers who want to understand what business models will drive their technologies in the real world.
– Anyone who is interested how pervasive advertising will shape the future of urban life.

Table of Contents

Introduction to Pervasive Advertising
Jörg Müller, Florian Alt, Daniel Michelis
Digital Out-of-Home Media: Means and Effects of Digital Media in Public Space
Ursula Stalder
Meaningful Advertising
Peter van Waart, Ingrid Mulder and Cees de Bont
Activity-based Advertising
Kurt Partridge, Bo Begloe
A Framework for Digital Signage Privacy
Harley Lorenz Geiger
Targeted Advertising on the Handset: Privacy and Security Challenges
Hamed Haddadi, Pan Hui, Tristan Henderson and Ian Brown
Opportunities and Challenges of Interactive Public Displays as an Advertising Medium
Rui Jose, Jorge Cardoso
Conceptualizing Context for Pervasive Advertising
Christine Bauer, Sarah Spiekermann
Managing Advertising Context
Martin Strohbach, Martin Bauer, Miquel Martin and Benjamin Hebgen
Social Networks in Pervasive Advertising and Shopping
Erica Dubach Spiegler, Christian Hildebrand and Florian Michahelles
Adapting News and Advertisements to Groups
Bernardina De Carolis
Deploying Pervasive Advertising in a Farmers’ Market
Ian Wakeman, Ann Light, Jon Robinson, Dan Chalmers and Anirban Basu
Rural Communities and Pervasive Advertising
Nick Taylor and Keith Cheverst
Attentional Behavior of Users on the Move towards Pervasive Advertising Media
Johann Schrammel, Elke Mattheiss, Susen Döbelt, Lucas Paletta, Alexander Almer, Manfred Tscheligi
Ambient Persuasion in the Shopping Context
Wolfgang Reitberger, Alexander Meschtscherjakov, Thomas Mirlacher, and Manfred Tscheligi
Interacting with Sound
Max Meier and Gilbert Beyer
Scent Marketing: Making Olfactory Advertising Pervasive
Bernadette Emsenhuber
For more information:
– Abstracts: http://pervasiveadvertising.org/?page_id=229
– Authors: http://pervasiveadvertising.org/?page_id=160