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      When Did My Mobile Turn Into A ‘Sellphone’? A study of consumer responses to tailored smartphone ads

      proceedings-article

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      The 26th BCS Conference on Human Computer Interaction (HCI)

      Human Computer Interaction

      12 - 14 September 2012

      Mobile phone, Smartphone, Mobile advertising, Tailored advertising, Marketing

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            Abstract

            Tailored push advertising on smartphones is a key target for the advertising industry. We conducted a study with 20 professionals ‘ in the wild ’: over 5 consecutive days participants received ads tailored to their personal profiles and geographical location on their personal smartphones. Of the 400 ads sent, participants accepted 20%, rejected 30%, said ‘maybe’ to 17%. Interviews revealed that accept or reject decisions were driven by specific needs at the time of delivery – e.g. a busy workload. Effective tailoring of smartphone ads requires fine-grained data on users’ emotional state and context of use – data that is sensitive and requires significant effort to obtain. Users liked context-relevant ads, but also perceived privacy costs associated with disclosing personal information. To break this conundrum, users need to be able to customize the ad service, e.g. choosing which information to disclose, when to receive ads, what types of ad.

            Content

            Author and article information

            Contributors
            Conference
            September 2012
            September 2012
            : 215-220
            Affiliations
            [0001]University College London

            Gower Street, London WC1E 6BT, UK
            Article
            10.14236/ewic/HCI2012.27
            40cf8764-a25e-420e-bb73-235d1f26bf3a
            © Nicolette Conti et al. Published by BCS Learning and Development Ltd. The 26th BCS Conference on Human Computer Interaction, Birmingham, UK

            This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

            The 26th BCS Conference on Human Computer Interaction
            HCI
            26
            Birmingham, UK
            12 - 14 September 2012
            Electronic Workshops in Computing (eWiC)
            Human Computer Interaction
            Product
            Product Information: 1477-9358BCS Learning & Development
            Self URI (journal page): https://ewic.bcs.org/
            Categories
            Electronic Workshops in Computing

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