Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper Marketing Kongress
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
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Similar to Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper Marketing Kongress
Similar to Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper Marketing Kongress (20)
Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper Marketing Kongress
1. PERVASIVE ADVERTISING –
CHANCEN UND HERAUSFORDERUNGEN KONTEXT-SENSITIVER WERBUNG
AM BEISPIEL INTERAKTIVER GROßBILDSCHIRME
Dr. Florian Alt
4. Shopper Marketing Kongress
Mainz, 11. Juni 2013
6. • The Long Tail
• Audience Measurement
• Context Adaptivity and Personalization
• User Feedback
• Engaging Experiences
Opportunities of Pervasive Advertising
9
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
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. 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.
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)
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)
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. Why should we install interactive displays?Why to install interactive public displays?
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
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. 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.
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. • 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. 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?