Pervasive advertising /
Müller, Jörg P.,1965-editor.
Alt, Florian.editor.
Michelis, Daniel.editor.
Following decades of exciting developments in laboratories around the world, pervasive computing technologies are starting to reshape our world in real ways. Computers, visible and invisible, are everywhere: traditional signs and billboards are being replaced by digital signage, projections, and interactive surfaces. Communication is digital and ubiquitous—the majority of the world’s population uses mobile phones. Physical computing and robotics make physical environments digital and interactive. It is apparent that analogous for developments on the Internet, advertising will be the business model driving pervasive computing. These new computing technologies are powerful tools for advertising and they will supersede traditional advertising in the near future. Pervasive computing is the disruptive technology for 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 in how pervasive advertising will shape the future of urban life.
Description based upon print version of record.
Pervasive Advertising; Contents; Contributors; Chapter 1: Pervasive Advertising; 1.1 Introduction; 1.2 Advertising; 1.2.1 Advertising Versus Marketing; 1.2.1.1 What Is Marketing?; 1.2.1.2 Marketing and Advertising Are Both Goal-Oriented; 1.2.1.3 Advertising Is Part of the Marketing Mix; 1.2.2 Advertising; 1.2.2.1 Advertising Definition; 1.2.2.2 Advertising Objectives; 1.2.2.3 Involvement; 1.2.2.4 Categories of Buying Behavior; 1.2.2.5 Perception, Attention, and Activation; 1.2.2.6 Emotions and Experiences; 1.2.3 Developing Advertising Programs; 1.2.3.1 Mission; 1.2.3.2 Money; 1.2.3.3 Message
1.2.3.4 Media1.2.3.5 Measurement; 1.2.4 Relevant Changes in Advertising; 1.3 Pervasive Computing; 1.3.1 Historical Background; 1.3.2 Technical Advances; 1.3.2.1 Processing, Storage, and Networking; 1.3.2.2 Sensors and Actuators; 1.3.3 Concepts; 1.3.3.1 Automation; 1.3.3.2 Interactivity; 1.3.3.3 Ubiquity; 1.4 Pervasive Advertising; 1.4.1 Pervasive Advertising Technologies; 1.4.1.1 Digital Signage; 1.4.1.2 Mobile Phones; 1.4.1.3 Physical Computing/Robotics; 1.4.2 Opportunities; 1.4.2.1 Power to the People (Symmetric Communication); 1.4.2.2 Me, Too (The Long Tail)
1.4.2.3 The 'Wow' Effect (Experiences)1.4.2.4 Just for Me, Just for Now (Personalization and Context Adaptivity); 1.4.2.5 Did You See Me? (Audience Measurement); 1.4.2.6 Wouldn't You Like This? (Automated Persuasion); 1.4.3 Challenges; 1.4.3.1 Advertising Needs to Be Calm and Engaging; 1.4.3.2 Privacy Has to Be Guaranteed; 1.4.3.3 Persuasion Needs to Be Ethical; 1.5 Conclusion; References; Chapter 2: Digital Out-of-Home Media: Means and Effects of Digital Media in Public Space; 2.1 Introduction; 2.2 Media Forms; 2.3 Media Types; 2.3.1 Public Mass Media; 2.3.1.1 Adscreens; 2.3.1.2 E-Boards
2.3.2 Private Corporate Media2.3.2.1 Digital Signage; 2.3.2.2 Brand Architecture; 2.3.2.3 Media Facades; 2.3.2.4 Brand Scenographies and Flagship Stores; 2.3.2.5 Brand Lands; 2.4 Media Characteristics; 2.4.1 Screen as Light-Emitting (Output) Medium: Illumination; 2.4.2 Moving Images as the Dominant Form of Communication: Temporality; 2.4.3 Situatedness in the Social and Physical Space: Spatiality; 2.5 Conclusions; References; Chapter 3: Meaningful Advertising; 3.1 Introduction; 3.2 From Advertising Products to Meaningful Branding; 3.2.1 Industrial Society and Finding Markets for Production
3.2.2 Branding and Identity3.2.3 Experience Economy; 3.3 Human Experience: Meaning and Values; 3.3.1 The Meaning of Things; 3.3.2 Meaning from Human Values; 3.3.3 Values in Marketing and Design; 3.4 Semiotics and the Branded Symbolic Features of Pervasive Technology; 3.5 Meaningful Brand Experiences; 3.5.1 Key Elements of Meaningful Brand Experiences in Pervasive Advertising; 3.5.1.1 Nike+; 3.5.1.2 Google's Integrated Services; 3.5.1.3 Augmented Reality Ambulance; 3.5.1.4 ESPN Football Shopping Front; 3.5.1.5 FIFA World Cup Soccer
3.5.2 Comparative Matrix of Interactive Pervasive Brand Experiences
Includes bibliographical references and index.
Following decades of exciting developments in laboratories around the world, pervasive computing technologies are starting to reshape our world in real ways. Computers, visible and invisible, are everywhere: traditional signs and billboards are being replaced by digital signage, projections, and interactive surfaces. Communication is digital and ubiquitous—the majority of the world’s population uses mobile phones. Physical computing and robotics make physical environments digital and interactive. It is apparent that analogous for developments on the Internet, advertising will be the business model driving pervasive computing. These new computing technologies are powerful tools for advertising and they will supersede traditional advertising in the near future. Pervasive computing is the disruptive technology for 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 in how pervasive advertising will shape the future of urban life.
User interfaces (Computer systems).
Multimedia information systems.
Application software.