PERVASIVE ADVERTISING –
CHANCEN UND HERAUSFORDERUNGEN KONTEXT-SENSITIVER WERBUNG
AM BEISPIEL INTERAKTIVER GROßBILDSCHIRME
...
3
The Lightning Man
7
State-of-the-Art Displays
7
Pervasive Advertising
• The Long Tail
• Audience Measurement
• Context Adaptivity and Personalization
• User Feedback
• Engaging Experiences
Opp...
“For advertising-based public display
networks to become truly pervasive,
they must provide a tangible social
benefit and b...
Design Space
Research Overview
13
Design
Space
Design
Space
Research Overview
14
Design
Space
Research Question:
How to design public display systems that cater to all
stakeholders‘ ...
Research Overview
14
Design
Space
Research Question:
How to design public display systems that cater to all
stakeholders‘ ...
Research Overview
15
Design
Space
Research Overview
15
Design
Space
• Müller, Alt, Michelis, Schmidt. Requirements and Design Space for Large Interactive Di...
Research Overview
16
Design
Space
Research Overview
16
Design
Space
• Beyer, Alt, Müller, Schmidt, Isakovic, Klose, Schiewe, Haulsen. Audience Behavior Arou...
Audience Behavior
23
1. Passing-By
2. Viewing and
Reacting
3. Subtle
Interaction
4. Direct
Interaction
5. Multiple
Interaction
6. Follow-up
...
Conversion Rates
Making the User Interact
Audience
Provider(s)
25
Looking Glass
• Call-to-action
• Attract sequence
• Analog signage
• Honeypot effect
• Persons inviting passersby
User Representation
In...
Lab Study: User Representation
Interactive
Non-
Interactive
31
Conditions
realisticabstract
36
Significant effect for representation on
• selection time (ANOVA): F3,45 = 80.76, p<.0001
• accuracy (ANOVA): F3,45 = 43...
Field Study
Call-to-Action
Inadvertent
Interaction
Conditions
38
• Measurement for 11 days
• 1500h video
• Semi-manual coding
(cohen’s kappa = .75)
• Observations and interviews
Method
39
no representation silhouette mirror
call-to-action 67 59 79
inadvertent 60 87 150
Number of Interactions
40
Significant eff...
The Landing Effect
• Image representation is a powerful cue to
communicate interactivity.
• Developers of public display applications should
...
Why should we install interactive displays?Why to install interactive public displays?
Hypothesis
Interaction influences cognition
by increasing involvement.
Involvement
Attention ElaborationComprehension
Interaction LongtermRecall & Recognition
Anthony G. Greenwald
47
Design Space for Cognitive Effects
48
• Alt et al. Cognitive Effects of Interactive Public Display Applications. PerDis 20...
Apparatus
Interactive soap bubble game
• Interaction modalities:
gestures, touch
• Interaction cues:
silhouette, audio fee...
Experiment
Waiting Room Experiment
37 participants (18-29 years old)
Conditions:
• Non-interactive
Video of a user interac...
Results
Recall:
t-test: t(30) = -2.242, p < .05
Recognition:
t-test: t(30) = 0.719, n. s.
None of the participants realize...
Take-Home Messages
• Interaction Techniques
How to create the iPhone experience?
• Value Proposition
There is more than the economic value!
W...
• Towards an infrastructure for public display networks
app stores, frameworks, architectures
• Key Performance Indicators...
4. Shopper Marketing Kongress
Mainz, 11. Juni 2013
Dr. Florian Alt
Web: www.florian-alt.de
Email: florian.alt@vis.uni-stuttg...
Upcoming SlideShare
Loading in...5
×

Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper Marketing Kongress

235

Published on

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

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
235
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper Marketing Kongress

  1. 1. PERVASIVE ADVERTISING – CHANCEN UND HERAUSFORDERUNGEN KONTEXT-SENSITIVER WERBUNG AM BEISPIEL INTERAKTIVER GROßBILDSCHIRME Dr. Florian Alt 4. Shopper Marketing Kongress Mainz, 11. Juni 2013
  2. 2. 3 The Lightning Man
  3. 3. 7 State-of-the-Art Displays
  4. 4. 7
  5. 5. Pervasive Advertising
  6. 6. • The Long Tail • Audience Measurement • Context Adaptivity and Personalization • User Feedback • Engaging Experiences Opportunities of Pervasive Advertising 9
  7. 7. “For advertising-based public display networks to become truly pervasive, they must provide a tangible social benefit and be engaging without being obtrusive, blending advertisements with informative content.” (Alt et al. 2012) The Future of Pervasive Advertising 10
  8. 8. Design Space
  9. 9. Research Overview 13 Design Space Design Space
  10. 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 Today’s 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. 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 Today’s 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. 12. Research Overview 15 Design Space
  13. 13. Research Overview 15 Design Space • Müller, 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. Digifieds: 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 field study (observations, logging, questionnaires)
  14. 14. Research Overview 16 Design Space
  15. 15. Research Overview 16 Design Space • Beyer, Alt, Müller, Schmidt, Isakovic, Klose, Schiewe, Haulsen. Audience Behavior Around Large Interactive Cylindrical Screens. CHI 2011. • Müller, 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), field study (observations)
  16. 16. Audience Behavior
  17. 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. 18. Conversion Rates
  19. 19. Making the User Interact Audience Provider(s) 25
  20. 20. Looking Glass
  21. 21. • Call-to-action • Attract sequence • Analog signage • Honeypot effect • Persons inviting passersby User Representation Interactivity Cues Other people 27 Cognitive Processing
  22. 22. Lab Study: User Representation
  23. 23. Interactive Non- Interactive 31 Conditions realisticabstract
  24. 24. 36 Significant effect for representation on • selection time (ANOVA): F3,45 = 80.76, p<.0001 • accuracy (ANOVA): F3,45 = 43.09, p<.0001 Time to Understand Interactivity Interactive 2.8s 2.8s 1.6s 1.2s Non- Interactive 2.8s 2.1s 1.7s 1.2s
  25. 25. Field Study
  26. 26. Call-to-Action Inadvertent Interaction Conditions 38
  27. 27. • Measurement for 11 days • 1500h video • Semi-manual coding (cohen’s kappa = .75) • Observations and interviews Method 39
  28. 28. no representation silhouette mirror call-to-action 67 59 79 inadvertent 60 87 150 Number of Interactions 40 Significant effect for • interactivity cue (call-to-action vs. inadvertent interaction) (ANOVA): F1,11 = 12.6, p<.001 • user representation (ANOVA): F2,22 = 13.1, p<.005 • user representation * interactivity cue (ANOVA): F2,22 = 6.8, p<.005
  29. 29. The Landing Effect
  30. 30. • Image representation is a powerful cue to communicate interactivity. • Developers of public display applications should design for the landing effect. • Attract many people to interact (honeypot effect). • Almost all people interact in groups. Looking Glass - Summary 44
  31. 31. Why should we install interactive displays?Why to install interactive public displays?
  32. 32. Hypothesis Interaction influences cognition by increasing involvement.
  33. 33. Involvement Attention ElaborationComprehension Interaction LongtermRecall & Recognition Anthony G. Greenwald 47
  34. 34. Design Space for Cognitive Effects 48 • Alt et al. Cognitive Effects of Interactive Public Display Applications. PerDis 2013. • Alt and Schneegaß. Towards Understanding the Cognitive Effects of Interactivity. EIPS 2013. User occupation Expressiveness Interactivity of Content Interaction Type Integration of the Message Prior Knowledge Design Space
  35. 35. Apparatus Interactive soap bubble game • Interaction modalities: gestures, touch • Interaction cues: silhouette, audio feedback • Content: interactive, non-interactive
  36. 36. Experiment Waiting Room Experiment 37 participants (18-29 years old) Conditions: • Non-interactive Video of a user interacting 17 participants • Interactive: Kinect-based interaction 15 participants
  37. 37. Results Recall: t-test: t(30) = -2.242, p < .05 Recognition: t-test: t(30) = 0.719, n. s. None of the participants realized that it was an experiment! Interactivity increases awareness of the content and fosters a positive perception of public displays.
  38. 38. Take-Home Messages
  39. 39. • Interaction Techniques How to create the iPhone experience? • Value Proposition There is more than the economic value! What is the benefit of personalization? • User Experience How to measure user experience? • Content Who has the content / time to produce content that users would engage with? Challenges 53
  40. 40. • Towards an infrastructure for public display networks app stores, frameworks, architectures • Key Performance Indicators (KPIs) attention, motivation, recall, recognition, involvement • Payment models ”pay-per-touch” / “pay-per-gesture” • New technologies large displays, 3D displays, eye tracking Trends 54
  41. 41. 4. Shopper Marketing Kongress Mainz, 11. Juni 2013 Dr. Florian Alt Web: www.florian-alt.de Email: florian.alt@vis.uni-stuttgart.de Questions? Discussion?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×