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Similar to Mobile = Location = Effect
Similar to Mobile = Location = Effect (20)
Mobile = Location = Effect
- 1. MOBILE = LOCATION = EFFECT
- 2. PLEASE DO NOT FORGET TO TURN ON YOUR SMARTPHONES
- 3. OFF = ON
- 5. SMARTPHONES
- 8. ALL KINDS OF RESEARCH Why send viral commercials? Reasons: HUMOR & SURPRISE Not a reason: SHOCKING & SEX
- 9. SMART PHONES
- 10. ADVERTISERS
- 13. Intrusiveness is a psychological reaction to ads that interfere with a consumer's ongoing cognitive process Li, Edwards & Lee, 2002
- 14. Effectiveness of Location Based Advertising? RESEARCH STATUS QUO Attitude towards mobile in general Little research: ad intrusiveness & LBA Simple SMS based advertising Little research: new mobile ads Scenario/survey based research Little user experience research
- 15. THEORY INTRUSIVENESS + REASONED ACTION + TECHNOLOGY ACCEPTANCE MODEL ((li et al, 2002; McCoy, 2008; Fishbein & Ajzen, 1975; Davis 1989) Buy Location Based Ad - Attitude Intention Ads Intrusiveness mobile app Mobile app use Attitude towards ads in general Product involvement Innovativeness
- 16. RESEARCH Ad content Trigger area Product shelf
- 17. X
- 18. Controllable Manipulable Measurable Reproducible Context & embodiment
- 21. PARTICIPANTS MISFIT 26 PARTICIPANTS FIT: 27 70 participants RESPONDENTS 17-64 years (smartphone) * 17 participants dropped due to unstable bluetooth connection
- 23. RESULTS Attitude Innovativeness advertising in general ,511** ,281* Intention to use ,393** R²=,481 the application -,286* -,376** Attitude mobile LBA Intrusiveness application Intention to buy R²=,260 ,328** R²=,232 R²=,141 the product 7 LBA 6 ,279* 5 4 Intrusiveness Product Less intrusive Involvement 3 2 2.45 * p<0,05 **p<0,001 3.15 1 A more positive attitude 0 Fit Increases behavioral intention Misfit
- 24. RELEVANCE • Study shows that location based communication can reduce marketing resistance • Not only applicable to marketing but also to other regions (non-profit) • Development of a new tool to evaluate all kinds of pervasive communication applications
- 25. FUTURE WORK • Validation studies in a real supermarket • Behavioral measurement (movement log , video input) • Head tracking with MS Kinect (less obtrusive) • Have a more complete phone app • Ability to interact with products • Creation diversity (app, ads, brands) • Retail diversity • Social context: Avatars
- 26. Thank you for your attention marnix@dvj-insights.com Twitter: dr_Marnix Website: dvj-insights.com
Editor's Notes
- Advertising overflow ad avoidanceSince then marketeers are looking for new ways to reach their audienceTechnological development create interactive one-on-one marketing opportunity Location based mobile advertising for exampleLimited research mostly studies looking at customer intentions instead of customer experiences
- Advertising overflow ad avoidanceSince then marketeers are looking for new ways to reach their audienceTechnological development create interactive one-on-one marketing opportunity Location based mobile advertising for exampleLimited research mostly studies looking at customer intentions instead of customer experiences
- Advertising overflow ad avoidanceSince then marketeers are looking for new ways to reach their audienceTechnological development create interactive one-on-one marketing opportunity Location based mobile advertising for exampleLimited research mostly studies looking at customer intentions instead of customer experiences
- Advertising overflow ad avoidanceSince then marketeers are looking for new ways to reach their audienceTechnological development create interactive one-on-one marketing opportunity Location based mobile advertising for exampleLimited research mostly studies looking at customer intentions instead of customer experiences
- Consequently, LBA is a potential solution for ad avoidanceAd avoidance occurs because of the fact that ads don’t take the into account the situation and the corresponding goalsLBA decreases this discrepancy
- Advertising overflow ad avoidanceSince then marketeers are looking for new ways to reach their audienceTechnological development create interactive one-on-one marketing opportunity Location based mobile advertising for exampleLimited research mostly studies looking at customer intentions instead of customer experiences
- Advertising overflow ad avoidanceSince then marketeers are looking for new ways to reach their audienceTechnological development create interactive one-on-one marketing opportunity Location based mobile advertising for exampleLimited research mostly studies looking at customer intentions instead of customer experiences
- Advertising overflow ad avoidanceSince then marketeers are looking for new ways to reach their audienceTechnological development create interactive one-on-one marketing opportunity Location based mobile advertising for exampleLimited research mostly studies looking at customer intentions instead of customer experiences
- Good afternoon I’m Arief Ernst Hühn from Radboud University Nijmegen
- Context & Ecological validityHard to:ControlMeasureConduct (technical & logistical challenges)
- Advertising overflow ad avoidanceSince then marketeers are looking for new ways to reach their audienceTechnological development create interactive one-on-one marketing opportunity Location based mobile advertising for exampleLimited research mostly studies looking at customer intentions instead of customer experiences
- we manipulated the product on the shelf in order to keep all confounding variables constant
- 4 back-projection screens3.5 x 2.6 m.Illusion of a continuous 360o viewHead-tracking with 4 Wii-MotesUser wears a headband with infrared LED V.E. created in Maya & rendered using the OGRE 3D engine
- ControlMeasurement
- ControlMeasurement