This document summarizes a workshop on meaningful advertising and pervasive advertising in the experience economy. The workshop addressed how advertising is shifting from persuasive TV-based advertising to creating meaningful experiences by addressing customers' intellect, emotions, and physical experiences through orchestrated touchpoint interactions. Meaningful advertising was defined as enhancing social capital and shared goals/values over time. Examples of intellectual, emotional, and physical customer interactions through advertising were provided.
van Waart , P. & Mulder, I. Meaningful Advertising: Pervasive advertising in the experience economy. Presented at the 2nd Workshop on Pervasive Advertising (workshop in conjunction with Informatik 2009, Lübeck, 2 October 2009)
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This is the presentation I gave at the recent Conferência de Planejamento do GP 2008 in Sao Paulo. It\'s about the two experiences that convinced me and my partners that we needed to do something different.
van Waart , P. & Mulder, I. Meaningful Advertising: Pervasive advertising in the experience economy. Presented at the 2nd Workshop on Pervasive Advertising (workshop in conjunction with Informatik 2009, Lübeck, 2 October 2009)
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
This is the presentation I gave at the recent Conferência de Planejamento do GP 2008 in Sao Paulo. It\'s about the two experiences that convinced me and my partners that we needed to do something different.
How can cluster initiatives support the change process?Klaus Haasis
Given that emerging industries mean radical reconfiguration, cluster initiatives for emerging industries need to be ‘radically reorganized’, too, as to be able to provide the right support. This would not be possible if a cluster initiative tries to deal with a radically reconfigured industry only with traditional cluster management tools used for any other industry as demands of an emerging industry may differ substantially from the demands and characteristics of traditional industries. Not only need cluster initiatives be adapted to the specifics of emerging industries, but also new types of financing tools and approaches need to be established or existing ones radically changed. Lastly, new / emerging industries, new cluster initiatives for emerging industries and new financing tools can hardly be realized without also adjusting policy approaches accordingly. New policy approaches should take into account the fact that emerging industries are not organised according to the structure of public institutions or ministries in charge and also take heed of the dilemma between being radically innovative while following policymakers’ and administrations’ rules. In this sense, it is almost impossible for emerging industries to take advantage of policy support tools that require high administrative burdens or providing (financial) guarantees in order to receive for instance funds given that they have not generated much equity finance in early project-phases.
How can cluster initiatives support the change process?Klaus Haasis
Given that emerging industries mean radical reconfiguration, cluster initiatives for emerging industries need to be ‘radically reorganized’, too, as to be able to provide the right support. This would not be possible if a cluster initiative tries to deal with a radically reconfigured industry only with traditional cluster management tools used for any other industry as demands of an emerging industry may differ substantially from the demands and characteristics of traditional industries. Not only need cluster initiatives be adapted to the specifics of emerging industries, but also new types of financing tools and approaches need to be established or existing ones radically changed. Lastly, new / emerging industries, new cluster initiatives for emerging industries and new financing tools can hardly be realized without also adjusting policy approaches accordingly. New policy approaches should take into account the fact that emerging industries are not organised according to the structure of public institutions or ministries in charge and also take heed of the dilemma between being radically innovative while following policymakers’ and administrations’ rules. In this sense, it is almost impossible for emerging industries to take advantage of policy support tools that require high administrative burdens or providing (financial) guarantees in order to receive for instance funds given that they have not generated much equity finance in early project-phases.
Dr. Sean Tan, Head of Data Science, Changi Airport Group
Discover how Changi Airport Group (CAG) leverages graph technologies and generative AI to revolutionize their search capabilities. This session delves into the unique search needs of CAG’s diverse passengers and customers, showcasing how graph data structures enhance the accuracy and relevance of AI-generated search results, mitigating the risk of “hallucinations” and improving the overall customer journey.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
Get an inside look at the latest Neo4j innovations that enable relationship-driven intelligence at scale. Learn more about the newest cloud integrations and product enhancements that make Neo4j an essential choice for developers building apps with interconnected data and generative AI.
UiPath Test Automation using UiPath Test Suite series, part 6DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 6. In this session, we will cover Test Automation with generative AI and Open AI.
UiPath Test Automation with generative AI and Open AI webinar offers an in-depth exploration of leveraging cutting-edge technologies for test automation within the UiPath platform. Attendees will delve into the integration of generative AI, a test automation solution, with Open AI advanced natural language processing capabilities.
Throughout the session, participants will discover how this synergy empowers testers to automate repetitive tasks, enhance testing accuracy, and expedite the software testing life cycle. Topics covered include the seamless integration process, practical use cases, and the benefits of harnessing AI-driven automation for UiPath testing initiatives. By attending this webinar, testers, and automation professionals can gain valuable insights into harnessing the power of AI to optimize their test automation workflows within the UiPath ecosystem, ultimately driving efficiency and quality in software development processes.
What will you get from this session?
1. Insights into integrating generative AI.
2. Understanding how this integration enhances test automation within the UiPath platform
3. Practical demonstrations
4. Exploration of real-world use cases illustrating the benefits of AI-driven test automation for UiPath
Topics covered:
What is generative AI
Test Automation with generative AI and Open AI.
UiPath integration with generative AI
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex ProofsAlex Pruden
This paper presents Reef, a system for generating publicly verifiable succinct non-interactive zero-knowledge proofs that a committed document matches or does not match a regular expression. We describe applications such as proving the strength of passwords, the provenance of email despite redactions, the validity of oblivious DNS queries, and the existence of mutations in DNA. Reef supports the Perl Compatible Regular Expression syntax, including wildcards, alternation, ranges, capture groups, Kleene star, negations, and lookarounds. Reef introduces a new type of automata, Skipping Alternating Finite Automata (SAFA), that skips irrelevant parts of a document when producing proofs without undermining soundness, and instantiates SAFA with a lookup argument. Our experimental evaluation confirms that Reef can generate proofs for documents with 32M characters; the proofs are small and cheap to verify (under a second).
Paper: https://eprint.iacr.org/2023/1886
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!SOFTTECHHUB
As the digital landscape continually evolves, operating systems play a critical role in shaping user experiences and productivity. The launch of Nitrux Linux 3.5.0 marks a significant milestone, offering a robust alternative to traditional systems such as Windows 11. This article delves into the essence of Nitrux Linux 3.5.0, exploring its unique features, advantages, and how it stands as a compelling choice for both casual users and tech enthusiasts.
Elizabeth Buie - Older adults: Are we really designing for our future selves?
Meaningful Advertising
1. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
The era of not to persuade,
has just begun
Meaningful Advertising:
Pervasive Advertising
in the Experience Economy
Workshop Pervasive Advertising
Informatik 2009, Lübeck, Germany
Peter van Waart, Rotterdam University of Applied Sciences
Ingrid Mulder, TU Delft
2. no escape from advertising?
nobody wants to escape from
meaningful advertising!
meaningful advertising?
4. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Experience
gonzalovalenzuela@flickr.com
5. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
What is Experience?
Experience = Erlebnis
Meaningful Experience = Erfahrung
gonzalovalenzuela@flickr.com
6. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
The Experience Economy
Pine & Gilmore, The Experience Economy, 2000.
Illustration: niculina@flickr.com
7. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Experience duration
The experience of a hotel stay is more than just sleeping at night. Also the phases
before and after are part of the experience.
During the experience, you interact with the product, service or brand through
touchpoints.
What you will remember is your emotional experience.
Shedroff et.al., Making Meaning, 2006.
illustration: Anita Wheeler, Designing Brand Identity, 2006.
8. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Human values
electron@flickr.com
9. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Human values drive behaviour (lifestyle)
Lifestyles
– Play a crucial role in people’s
daily life.
– People present themselves in
social interactions through
consumption of specific
products (fashion, music,
furniture, etc.).
– Members of the same lifestle
group share preferences,
norms and values.
Bourdieu, Distinction, 1984.
10. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Value-based segmentation in brand strategy
The German SIGMA Milieus®
11.
12. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Find your soulmate through matching brans
14. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaning is in the mind of the beholder
• Human beings act toward things on the basis of the meanings that the
things have for them
• These meanings are a product of social interaction in society.
• These meanings are modified through a process of interpretation, which
each individual deploys when dealing with the things that s/he encounters.
George H. Mead.
Mind, Self and Society (1934).
The Philosophy of the Act (1938).
15. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful when adapted to human values
‘the felt tendency toward anything intuitively appraised as good (benificial) or away from gf ul
anything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002)
m e a n in
appraisal:
non-intellectual, automatic evaluation of the significance
of a stimulus for one’s personal well-being
Needs Products
Goals Agents (organisations,
Motives groups, brands)
Events
Human values
P. Desmet. Model of product emotions. 2002. TU Delft.
17. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Advertising in the era of TV
iv e
pe rs u a s
TV industrial complex ad v e r tis
in g
buy adds
make profit distribute
products
sell more
products
S. Godin. Purple Cow. 2005.
18. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Advertising in the era of Experience Economy
ul
m ea n in g f
in g
ad v e r tis
meaning
human
values brands
19. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Remember…meaning is in the mind of the beholder
• We cannot design an experience, but
we can design for an experience
• Experiences evolve from the
interaction between current stimuli
and personal history and set of
values
20. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful pervasive systems
Those pervasive systems and applications that enhance social capital
as collective goods involving shared goals and values and social
norms of reciprocity, are most usable to be of meaning over time
Carroll, J.M. & Mentis, in: Schifferstein et al., 2008
21. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Orchestrating touchpoint interactions
Powerful media constitute experiences
by addressing people’s:
• intellect
• emotions
• physical experiences
Highland & Yu. Communicating Inner Experience with Video Game Technology. 2008.
Illustration: Sylvia Delissen. How to plug the gap between promise and proof. Graduation project, 2009.
22. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Orchestrating touchpoint interactions
Powerful media constitute experiences
by addressing people’s:
• intellect
emotions
• emotions
• physical experiences
intellect physical
(human values) experience
23. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: intellectual interaction
Being creative, distinct from masses
24. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: emotional interaction
Gust bowl
Maarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003.
Mothers and sons emotional connection
25. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Example: physical interaction
Gestural interfaces empowering brand experience
Lemmy-Boy Hoogendoorn, graduation project at IN10, 2009
26. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Nike+ and iPod as meaningful brand technology
27. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Meaningful advertising
• be of meaning for people with your brand
• orchestrate touchpoints for
interaction with and between people
• let touchpoints address people at an
intellectual, emotional and physical level
28. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.
Peter van Waart
Rotterdam University of Applied Sciences
School of Communication, Media and Information Technologie
p.van.waart@hro.nl
Ingrid Mulder
Delft University of Technology
ID-StudioLab, Faculty of Industrial Design Engineering
i.j.mulder@tudelft.nl