Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel...
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PERVASIVE ADVERTISING – CHANCEN UND HERAUSFORDERUNGEN KONTEXT-SENSITIVER WERBUNG AM BEISPIEL INTERAKTIVER GROßBILDSCHIRME Dr. Florian Alt 4. Shopper Marketing Kongress Mainz, 11. Juni 2013
Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper
Vortrag von Dr. Florian Alt, Wissenschaftlicher Mitarbeiter der Universität Stuttgart - Institut für Visualisierung und Interaktive Systeme (VIS), auf dem 4. Shopper Marketing Kongress Mainz zu Generierung und Identifizierung von Customer Insights 4. Shopper Marketing Kongress 11. und 12. Juni 2013, Rheingoldhalle Mainz Veranstalter: Management Forum der Verlagsgruppe Handelsblatt GmbH Weiter Infos unter: www.managementforum.com
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1. PERVASIVE ADVERTISING CHANCEN UND HERAUSFORDERUNGEN
KONTEXT-SENSITIVER WERBUNG AM BEISPIEL INTERAKTIVER GROBILDSCHIRME
Dr. Florian Alt 4. Shopper Marketing Kongress Mainz, 11. Juni
2013
2. 3 The Lightning Man
3. 7 State-of-the-Art Displays
4. 7
5. Pervasive Advertising
6. The Long Tail Audience Measurement Context Adaptivity and
Personalization User Feedback Engaging Experiences Opportunities of
Pervasive Advertising 9
7. For advertising-based public display networks to become
truly pervasive, they must provide a tangible social benet and be
engaging without being obtrusive, blending advertisements with
informative content. (Alt et al. 2012) The Future of Pervasive
Advertising 10
8. Design Space
9. Research Overview 13 Design Space Design Space
10. Research Overview 14 Design Space Research Question: How to
design public display systems that cater to all stakeholders needs?
Approach: Investigating traditional public notice areas
Building/deploying digital prototype Long-term evaluation
Methodology: Ethnography (photo logs, interviews), deployment-
based research (logging, observations, questionnaires) Alt et al.
Interaction Techniques for Creating, Posting, and Retrieving
Content from Public Displays CHI 2013. Alt et al. Designing Shared
Public Display Networks: Implications from Todays Paper-based
Notice Areas. Pervasive 2011. Memarovic, Langheinrich, Cheverst,
Taylor, Alt. P-LAYERS - A layered framework addressing the multi-
faceted issues facing community-supporting public display
deployments. ToCHI 2013.
11. Research Overview 14 Design Space Research Question: How to
design public display systems that cater to all stakeholders needs?
Approach: Investigating traditional public notice areas
Building/deploying digital prototype Long-term evaluation
Methodology: Ethnography (photo logs, interviews), deployment-
based research (logging, observations, questionnaires) Alt et al.
Interaction Techniques for Creating, Posting, and Retrieving
Content from Public Displays CHI 2013. Alt et al. Designing Shared
Public Display Networks: Implications from Todays Paper-based
Notice Areas. Pervasive 2011. Memarovic, Langheinrich, Cheverst,
Taylor, Alt. P-LAYERS - A layered framework addressing the multi-
faceted issues facing community-supporting public display
deployments. ToCHI 2013.
12. Research Overview 15 Design Space
13. Research Overview 15 Design Space Mller, Alt, Michelis,
Schmidt. Requirements and Design Space for Large Interactive
Displays. ACM Multimedia 2010. Alt et al. Interaction Techniques
for Creating, Posting, and Retrieving Content from Public Displays
CHI 2013. Alt, Kubitza, Bial, Zaidan, Ortel, Zurmaar, Lewen,
Sahami, Schmidt. Digieds: Evaluating Suitable Interaction
Techniques for Shared Public Notice Areas. MUM 2011. Research
Question: How to design suitable interaction techniques for public
displays? Approach: Requirements analysis and design space Building
an interactive prototypes Investigate different interaction
techniques (mobile phones, gestures, touch, gaze) Methodology:
Literature review, lab and eld study (observations, logging,
questionnaires)
14. Research Overview 16 Design Space
15. Research Overview 16 Design Space Beyer, Alt, Mller,
Schmidt, Isakovic, Klose, Schiewe, Haulsen. Audience Behavior
Around Large Interactive Cylindrical Screens. CHI 2011. Mller,
Walter, Bailly, Nischt, Alt. Looking Glass: A Field Study on
Noticing Interactivity of Shop Windows. CHI 2012. Research
Question: How does the audience behave around interactive public
displays? Approach: Building /deploying interactive prototypes
Comparison of display shapes interactivity cues and techniques
content Methodology: Lab study (logging / manual coding,
semi-structured interviews), eld study (observations)
16. Audience Behavior
17. 23 1. Passing-By 2. Viewing and Reacting 3. Subtle
Interaction 4. Direct Interaction 5. Multiple Interaction 6.
Follow-up Actions The Audience Funnel
18. Conversion Rates
19. Making the User Interact Audience Provider(s) 25
20. Looking Glass
21. Call-to-action Attract sequence Analog signage Honeypot
effect Persons inviting passersby User Representation Interactivity
Cues Other people 27 Cognitive Processing