Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. We introduce a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. We present a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising.
%0 Conference Paper
%1 citeulike:938329
%A Aalto, Lauri
%A Göthlin, Nicklas
%A Korhonen, Jani
%A Ojala, Timo
%B Proceedings of the 2nd international conference on Mobile systems, applications, and services
%C New York, NY, USA
%D 2004
%I ACM
%K 2470-081 advertisement en location-adaptive mobile-computing
%P 49--58
%R 10.1145/990064.990073
%T Bluetooth and WAP push based location-aware mobile advertising system
%U http://dx.doi.org/10.1145/990064.990073
%X Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. We introduce a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. We present a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising.
%@ 1-58113-793-1
@inproceedings{citeulike:938329,
abstract = {{Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. We introduce a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. We present a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising.}},
added-at = {2018-03-19T12:24:51.000+0100},
address = {New York, NY, USA},
author = {Aalto, Lauri and G\"{o}thlin, Nicklas and Korhonen, Jani and Ojala, Timo},
biburl = {https://www.bibsonomy.org/bibtex/2e57cacc57e9919c23c592e1fe9caaee3/aho},
booktitle = {Proceedings of the 2nd international conference on Mobile systems, applications, and services},
citeulike-article-id = {938329},
citeulike-linkout-0 = {http://portal.acm.org/citation.cfm?id=990073},
citeulike-linkout-1 = {http://dx.doi.org/10.1145/990064.990073},
doi = {10.1145/990064.990073},
interhash = {86f8f1e1be1743778c41d575e9367f37},
intrahash = {e57cacc57e9919c23c592e1fe9caaee3},
isbn = {1-58113-793-1},
keywords = {2470-081 advertisement en location-adaptive mobile-computing},
location = {Boston, MA, USA},
pages = {49--58},
posted-at = {2007-11-28 23:55:21},
priority = {2},
publisher = {ACM},
series = {MobiSys '04},
timestamp = {2018-03-19T12:24:51.000+0100},
title = {{Bluetooth and WAP push based location-aware mobile advertising system}},
url = {http://dx.doi.org/10.1145/990064.990073},
year = 2004
}