Pervasive Advertising & Shopping 2010

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3. Workshop zur Zukunft von Werbung und Shopping

– Datum: 17. Mai 2010, Helsinki, Finland
– Offizielle Workshop Website: http://www.pervasiveadvertising.org/
– Submission Deadline: 1. Februar 2010
The workshop on Pervasive Advertising and Shopping looks at the future of advertising and shopping from the perspective of pervasive computing. The workshop will join the workshop series of Pervasive Shopping and Pervasive Advertising.
Advertising as the communication of sponsored messages to inform, convince, and persuade to buy and shopping as examination and purchasing of goods are intrinsically linked. As more power in the market is shifted to the consumers, aspects like brand experience, word of mouth, and audience measurement gain importance. The emergence of pervasive computing technologies such as mobile devices, ubiquitous digital displays, and a variety of location system as well as tracking tools, raises novel opportunities and challenges for advertising and shopping. This workshop bases upon the results from the previous workshops. It aims at providing a foundational structure for the field and tries to outline a roadmap for further research and deployment challenges in this domain.

Workshop Topics

The workshop seeks to bring together researchers, developers, practitioners and students from academia and industry who are concerned with envisioning, creating, and implementing future advertising systems. The workshop will provide a venue to present novel research in this field and to discuss ideas and problems on the topic.
Primary Topics:

  • Digital Signage Advertising
  • Mobile Advertising
  • Location and context-based advertising
  • Tracking technologies for advertising (GPS, RFID, GSM, Bluetooth, sensors, vision)
  • Techniques for assessing sensor data
  • Advertising in electronic news papers and e-books
  • Assessing the effectiveness of advertisements in the real world (e.g. counting impressions, audience measurement, see-to-buy ratio, scan-to-buy ratio etc.)
  • Mixing content with advertisement
  • New pervasive computing technologies that are applicable to advertising
  • Dealing with limited attention (SPAM prevention in the real world)
  • Privacy and pervasive advertisements
  • Technologies: Smart home, radio frequency identification, ubiquitous payments and value transfer, location and context awareness, agents.
  • Legal: intellectual property protection, access to intellectual property, privacy protection, ownership of personal data.
  • Social: effects on structures, emergent social practices, effects on roles within social organization units, identity and anonymity.
  • Economics: pricing of ubiquitous services, valuation of goodwill and information goods, fair pricing for personal data and privacy.
  • Business: ubiquitous business models, supply chain management and optimization, industrial design, process design, ubiquitous product development, customer relationship management.
  • Experience design: appliances, architecture and building, ubiquitous commerce spaces.

Additional Topics:

  • Entertainment, infotainment, retailtainment and gaming
  • Tourism and experience recording
  • Ubiquitous assistance through valets and personal agents
  • Pervasive Retail
  • Remote shopping with smart home infrastructures
  • Health- and home-care
  • What creates attraction and what pulls attention?
  • Use cases and experience reports of pervasive advertisement
  • Social impact of new technologies for advertisement
  • Business models and ownership models for future advertising systems
  • Integration of social networks with pervasive advertising
  • New context-sensitive advertising spaces (e.g. clothes, accessories, cars, etc.)
  • Experience with deployment of new advertising systems (e.g. lack of attention)
  • Coupling private displays with public displays for split content display. i.e. Generic advert elements in public for all to see with personalized/private elements remaining in ones private device.
  • Interactive surfaces as a means to get active engagement with advertising, moving from a passive viewing experience to an interactive everywhere experience.

Source: http://www.pervasiveadvertising.org/