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

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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.

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          Most cited references 5

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          Permission-based mobile advertising

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            Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

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              Consumer Attitudes Toward Mobile Advertising: An Empirical Study

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                Author and article information

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

                Gower Street, London WC1E 6BT, UK
                Article
                10.14236/ewic/HCI2012.27
                © 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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