The technology of advertising is vital because of its financial contributions to communication and information technology services and products. Advertising research is good for financial reasons and for coming up with an efficient system for advertisers and a great experience for consumers. This is the summary of an article written by Kurt Patridge and Bo Begole, which discusses three types of activity-based advertising and their contributions to the advertising challenges that lie in the future. You can get the PDF of the behavioral targeting article here: Activity-based Advertising..
Activity-based Advertising
Pervasive advertising includes out-of-home advertising and mobile advertising, and is characterized by dynamism and adaptability to physical situations. This method can be made more effective using contextual data analysis. This analysis is used in online behavioral targeting, where browsing targeted ads are made for users. These targeted ads are assessed from a user’s browsing behavior. This, combined with pervasive advertising, forms activity-based advertising. There are three types of activity-based advertising: Inferring Interest Categories, Adapting to Present Context, and Predicting Future Events.
Inferring Interest Categories
This is a strategy used to create targeted ads for a consumer based on his location. For example, if a person always goes to a Chinese restaurant, this technology infers that the person enjoys Chinese food. However, it’s also possible that the person just works there. Another problem is that GPS is not as accurate as it should be for this method, plus it works poorly indoors. If venue inference analysis can be improved, and a method of knowing if a person works in a specific location is created, then this technique could be generally sufficient.
Adapting to present context
This is based on the context of social groups. If you are in a group, this technology can detect that through proximity calculations to other people. In this case, a certain common topic is most likely to be discussed in this group. Furthermore, this situation allows for push advertising. This technology detects if this social group is in a conversation lull, which is interpreted as a signal by the user to allow ads to appear in his mobile phone. Timing and content is key to the sufficiency of this method.
Predicting Future Events
This is all about using contextual data to predict a consumer’s behavior based on his behavioral patterns, rendering some advertisements highly valued at the present moment. Specifically, transportation patterns have been studied in research to predict future actions.
Challenges
The challenges include the bidding process for advertisers. Advertisement bidding, specification and adjustments should be simple enough for advertisers. Another challenge is ad placement, which should still be quick and able to reach millions of users. Another challenge is privacy. Users should be able to control what personal data these technologies can get from them; only if users opt-in can these data be used for targeted advertising. Activity-based advertising is still not main stream, but portions of this technology are evident in some sectors of our society. In Britain, for example, the mobile carrier Blyk allows users to get free minutes and texting in exchange for accepting targeted ads. This paper predicts that 25 years from now, large amounts of physical behavior data will be used to send targeted information to consumers based on their actions and not what they click.
{ 1 comment… read it below or add one }
Hello there, I simply wished to tell you that I’ve linked to your blog that has a do follow link so my visitors can come and visit your site. I visit your site on a fairly consistent basis, and I figure that given that I like reading your blog other people might too. You may find the link to your web site here http://online-money-geyser.com/other-great-sites/ . Thank you, and keep up the good work.