Viral Advertising – simple and effective?

Having a professional interest in advertising I really liked the link my colleague Bruno Müller-Clostermann sent to me. I obviously had to try it with my picture 🙂

My hero movie: http://en.tackfilm.se/?id=1265980862962RA40

The example of the personalized video shows that it is intriguing and that it is potentially viral – but I am not sure if it is effective (or did you get what the advert is for?).

In general the concept to make someone a part of an advert is very powerful. At Mensch&Computer 2008 we published a paper that explores this idea in the context of public displays [1]. The public display project was part of a student assignment in a course I gave in Linz.

[1] Johannes Schönböck, Florian König, Gabriele Kotsis, Dominik Gruber, Emre Zaim, Albrecht Schmidt. MirrorBoard – An Interactive Billboard. Mensch und Computer 2008. Lübeck. Oldenbourg Verlag, 2008, p 207-216.

Workshop on Pervasive Advertising at Informatik 2009 in Lübeck

Following our first workshop on this topic in Nara during Pervasive 2009 earlier this year we had on Friday the 2nd Pervasive Advertising Workshop in Lübeck as part of the German computer science conference Informatik 2009.

The program was interesting and very diverse. Daniel Michelis discussed in his talk how we move from an attention economy towards an engagement economy. He argued that marketing has to move beyond the AIDA(S) model and to consider engagement as central issue. In this context he introduced the notion of Calm Advertising and interesting analogy to Calm Computing [1]. Peter van Waart talked about meaningful adverting and introduced the concept of meaningful experience. To stay with the economy term consider advertising in an experience economy. For more detail see the workshop webpage – proceedings will be soon online.

Jörg Müller talked about contextual advertising and he had a nice picture of the steaming manhole coffee ad – apparently from NY – but it is not clear if it is deployed.

If you are interested in getting sensor data on the web – and having them also geo-referenced – you should have a look at http://www.52north.org. This is an interesting open source software system that appears quite powerful.

Florian Alt presented our work interactive and context-aware advertising insight a taxi [2].

[1] Weiser, M., Brown, J.S.: The coming age of calm technology. (1996)

[2] Florian Alt, Alireza Sahami Shirazi, Max Pfeiffer, Paul Holleis, Albrecht Schmidt. TaxiMedia: An Interactive Context-Aware Entertainment and Advertising System (Workshop Paper). 2nd Pervasive Advertising Workshop @ Informatik 2009. Lübeck, Germany 2009.

Workshop on Pervasive Computing in Advertising

We got a good set of submission for our workshop and had about 20 participants who joined us in Nara to discuss how pervasive computing will shape advertising in the future. The papers and a selection of talks is online on the workshop website: http://pervasiveadvertising.org

One question that was central to our discussion was: what is advertising and how is it different from information. It became quickly clear that there is a lot of information that has an influence on behavior and in particular shopping decisions and some of it is considered advertising but much is not. Hence it seems really interesting to imagine a world where advertising is replaced by information. One could image that replacing advertising by information (e.g. as it happens already in some domains such a hotel recommendations) would change the whole approach for creating product or providing services.

We have presented in the workshop our work on contextual mobile displays. The idea is that in the future we could have mobile displays (that replace current printed items, like bumper stickers, bags with printed logos, and t-shirts with prints) could become active and could act as contextual displays. Have a look at the paper for more details [1].

[1] Florian Alt, Albrecht Schmidt, Christoph Evers. Mobile Contextual display system. Pervasive Advertising Workshop at Pervasive 2009. (contact Florian Alt for a copy of the paper)

Final Presentation: Advertising 2.0

Last term we ran an interdisciplinary project with our MSc students from computer science and business studies to explore new ways in outdoor advertising. The course was jointly organized by the chairs: Specification of Software Systems, Pervasive Computing and User Interface Engineering, and Marketing and Trade. We were in particular interested what you can do with mobile phones and public displays. It is always surprising how much a group of 10 motivated students can create in 3 months. The group we had this term was extraordinary – over the last weeks they regularly stayed in the evenings longer in the lab than me 😉

The overall task was very open and the students created a concept and than implemented it – as a complete system including backend server, end user client on the mobile phone, and administration interface for advertisers. After the presentation and demos we really started thinking where we can deploy it and who the potential partners would be. The system offers means for implicit and explicit interaction, creates interest profiles, and allows to target adverts to groups with specific interest. Overall such technologies can make advertising more effective for companies (more precisely targeted adverts) and more pleasant for consumers (getting adverts that match personal areas of interest).

There are more photos of the presentation on the server.

PS: one small finding on the side – Bluetooth in its current form is a pain for interaction with public display… but luckily there are other options.

Poster on mobile advertising displays at HotMobile 2009

We put together a poster discussing some of our recent work on mobile displays for HotMobile. While presenting the poster I got a number of interesting ideas and concerns. One idea is to widening the idea of advertsing and fuse it with traditional classify ads by private people (e.g. advertising a flat or telling the world that you lost your cat). The big question is really how to measure audince exposure and eventually conversion. There are several ideas how to do this – but looks more like another master project on the topic than a overnight hack 😉

The abstract for the poster:
In recent years many conventional public displays were replaced by electronic displays hence enabling novel forms of advertising and information dissemination. This includes mainly stationary displays, e.g. in billboards and street furniture, and currently first mobile displays on cars appear. Yet, current approaches are mostly static since they neither do consider mobility and the context they are used in nor the context of the viewer. In our work we explore how mobile public displays, which rapidly change their own context, can gather and process information about their context. Data about location, time, weather, and people in the vicinity can be used to react accordingly by displaying related content such as information or advertisements.

When spending some time in Montain View I was suprised how few electronic screens I saw compared to Germany or Asia. But nevertheless they have their own ways of creating attention… see the video below 🙂
Some time back in Munich we look at how interaction modalities can effect the attention of bystanders, see [1] for a short overview of the work.

[1] Paul Holleis, Enrico Rukzio, Friderike Otto, Albrecht Schmidt. Privacy and Curiosity in Mobile Interactions with Public Displays. Poster at CHI 2007 workshop on Mobile Spatial Interaction. San Jose, California, USA. 28 April 2007.

CfP Workshop on Pervasive Advertising

We organize at this year’s Pervasive computing conference in Nara, Japan a workshop on Pervasive Advertising – http://pervasiveadvertising.org
We expect that there is a lot of interesting research going on in the area and it is clearly a controversial topic. Being an optimist – I see the new options that arise. In particular a future with less annoying advertisements is one hope 🙂
But many people are focusing on the risks that arise – an interesting positing with some criticism of our workshop objective can be found at the near future laboratory  I do not share their views 🙂
To me the idea that if you do not research it, it does not happen seems not a very viable option. I still think with research we can shape the future!
I am already looking forward to the submission and to the workshop. You have a contribution? Deadline is Feb, 11 2008.

Trip to Dublin, Aaron’s Display Project

Visiting Dublin is always a pleasure – even if the weather is rainy. Most of the day I was at Trinity College reading master theses (which is the second best part of being external examiner, best part is to have lunch at the 1592 😉
In the evening I met with Aaron Quigley and we talked about some ongoing display and advertsing projects in our groups. He told me about one of their recent workshop papers [1] on public displays where they investigated what people take in and what people remember of the content on displays in an academic environment. It is online available in the workshop proceedings of AIS08 [2]. I found it worthwhile to browse the whole workshop proceedings.
[1] Rashid U. and Quigley A., “Ambient Displays in Academic Settings: Avoiding their Underutilization”, Ambient Information Systems Workshop at UbiComp 2008, September 21, Seoul, South Korea (download [2], see page 26 ff)

Which way did you fly to Korea?

We got a new USB GPS tracker(from Mobile Action, GT100) and had to try it out on the trip to Korea. It worked very well compared to the other devices we had so far. It got the bus trip in Düsseldorf airport right and the entire flight from Amsterdam to Seoul. Tracking worked well in the taxi from the Airport to the hotel. While walking in downtown Seoul it still performed OK (given the urban canyons) with some outliers.

It did not get any signal while we were on the Fokker-50 from Düsseldorf to Amsterdam 🙁 I slept a few hours on the flight to Seoul but I think someone took a photo (probably of me) over Mongolia… If you wonder if it is allowed to used your GPS in the plane or not – it is – at least with KLM (according to a random website http://gpsinformation.net/airgps/airgps.htm 🙂

Back in Korea, Adverts, Driving and Entertainment

On the way into town we got a really good price for the taxi (just make a mental note never to negotiate something with Florian and Alireza at the same time 😉 It seems taxi driving is sort of boring – he too watched television while driving (like the taxi driver some weeks ago in Amsterdam). I think we should seriously think more about entertainment for micro breaks because I still think it is for a good reason not allowed to watch TV while driving.

Seoul is an amazing place. There are many digital signs and electronic adverts. Walking back to the hotel I saw a large digital display on a rooftop (would guess about 10 meters by 6 meters). If working it is probably nice. But now it is mal functioning and the experience walking down the road is worsened as one inevitably looks at it. I wonder if in 10 years we will be used to broken large screen displays…   

We presented MirrorBoard at Mensch und Computer 2008 in Lübeck

Last winter term I was teaching a class on Unconventional User Interfaces at the University of Linz as part of the MSc in Pervasive Computing. As part of the exercises the students had to do a project and write a paper on the topic in a group. This required to do a full round in the development (from idea creation to study).

Florian König and his group had an exciting idea for a novel form of advertisement. The user is mirrored in the advert and becomes a part of it. They implemented an interactive poster for a travel agent (users become part of the holyday scene) and tested it in-situ. The paper was accepted at the German HCI conference (Mensch und Computer) and Florian presented it today very well [1].

In the questions there was much discussion about privacy and user acceptance. We discussed whether or not such a installation would be legal in Germany (people mentioned the Datenschutzgesetz §6).

[1] Johannes Schönböck, Florian König, Gabriele Kotsis, Dominik Gruber, Emre Zaim, Albrecht Schmidt. MirrorBoard – An Interactive Billboard. Mensch und Computer 2008. Lübeck. Oldenbourg Verlag, 2008, p 207-216.

Invited Lecture at CDTM, how fast do you walk?

Today I was at CDTM in Munich (http://www.cdtm.de/) to give a lecture to introduce Pervasive Computing. It was a great pleasure that I was invited again after last year’s visit. We discussed no less than how new computing technologies are going to change our lives and how we as developers are going to shape parts of the future. As everyone is aware there are significant challenges ahead – one is personal travel and I invited students to join our summer factory (basically setting up a company / team to create a news mobility platform). If you are interested, too drop me a mail.

Over lunch I met with Heiko to discuss the progress of his thesis and fishing for new topics as they often come up when writing 😉 To motivate some parts of his work he looked at behavioral research that describes how people use their eyes in communication. In [1] interesting aspects of human behavior are described and explained. I liked the page (251) with the graphs on walking speed as a function of the size of city (the bigger the city the faster people walk – it includes an interesting discussion what this effect is based on) and the eye contacts made dependent on gender and size of town. This can provide insight for some projects we are working on. Many of the results are not surprising – but it is often difficult to pinpoint the reference (at least for a computer science person), so this book may be helpful.

[1] Irenäus Eibl-Eibesfeldt. Die Biologie des menschlichen Verhaltens: Grundriss der Humanethologie. Blank; Auflage: 5. A. Dezember 2004.

Context-Aware adverts, google patent search

This evening I went to Münster to meet with Antonio Krüger and Lucia Terrenghi (who is now with Vodafone), who was visiting there. Advertisement is a hot topic and it was interesting that we shared an interesting observation “If the advert/information is the least boring thing to look at people will read it ;-)”. Each of us having their favorite anecdotal evidence: my favorites are people reading the same map everyday at their U-station and the advertising flyers in the Munich S-Train. For context-aware advertisement this is the major challenge to find the time/location where people are bored and happy to see an advert 😉

We currently have an ongoing master thesis that looks into this topic – context-aware advertising with cars. There are several interesting examples that this concept could work: e.g. Taxis that show location based ads (you can hire your area where your ad is shown, see [1], [2]). We think it gets really interesting if there are many cars that form a in-town canvas you can paint on. On the way back we checked out the screen adverts (include in the public phones) Jörg Müller works on – even with a navigation feature.

Looking for some more on the topic I realized that Google Patent search works quite well by now: http://www.google.de/patents

Fight for attention – changing cover display of a magazine

Attention is precious and there is a clear fight for it. This is very easy to observe on advertising boards and in news shops. Coming back from Berlin I went in Augsburg into the news agent to get a news paper – and not really looking at magazines is still discovered from the corner of my eyes an issue of FHM with a changing cover page. Technically it is very simple: a lenticular lens that presents and image depending on the viewing angle – alternating between 3 pictures – one of which is a full page advert (for details on how it works see lenticular printing in Wikipedia). A similar approach has already been used in various poster advertising campaigns – showing different pictures as people walk by (http://youtube.com/watch?v=0dqigww4gM8, http://youtube.com/watch?v=iShPBmtajH8). One could also create a context-aware advert, showing different images for small and tall people 😉

In outdoor advertising we see the change to active display happening at the moment. I am really curious when the first really active cover pages on magazines will emerge – thinking of ideas in context-awareness the possibilities seem endless. However it is really a question if electronic paper will be cheap enough before we move to completely electronic reading. Another issue (even with this current version of the magazine) is recycling – which becomes much more difficult when mixing further material with paper.

Keynote at Pervasive 2008: Mark Billinghurst

Mark Billinghurst presented an interesting history of augmented reality and he showed clearly that camera phones are the platform to look out for. He reminded us that currently the 3D performance of mobile phones is similar to the most powerful 3D graphics cards show 15 years ago at SIGGRAPH. Looking back at Steven Feiner’s backpack [1] – the first augmented reality system I saw – can tell us that we should not be afraid to create prototypes that may be a bit clumsy if they allow us to create a certain user experience and for exploring technology challenges.

In an example video Mark showed how they have integrated sensor information (using particle computers) into an augmented reality application. Especially for sensor-network applications this seems to create interesting user interface options.

One reference on to robust outdoor tracking done at Cambridge University [2] outlines interestingly how combining different methods (in this case GPS, inertial, computer vision and models) can move location techniques forward. This example shows that high precision tracking on mobile devices may not be far in the future. For our application led research this is motivating and should push us to be more daring with what we assume from future location systems.

Mark argue to look more for the value of experience – the idea is basically that selling a user experience is of higher value than selling a service or a technology. This view is at the moment quite common – we have seen this argument a lot at CHI2008, too. What I liked with Mark’s argument very much is that he sees it in a layered approach! Experience is at the top of a set of layers – but you cannot sell experience without having technology or services and it seems a lot of people forget this. In short – no experience design if you do not have a technology working. This is important to understand. He included an example of interactive advertisement (http://www.reactrix.com/) which is interesting as it relates to some of the work we do on interactive advertisement (there will more as soon as we have published our Mensch und Computer 2008 paper).

His further example on experience was why you value a coffee at Starbucks at 3€ (because of the overall experience) reminded me of a book I recently read – quite a good airline/park read (probably only if you are not an economist) – makes the world a bit understandable [3].
Build enabling technologies and toolkits as means to improve one’s citation count was one of Mark’s recommendations. Looking back at our own work as well as the work of the Pervasive/Ubicomp community there is a lot of room for improvement – but it is really hard to do it …

[1] S. Feiner, B. MacIntyre, T. Höllerer, and T. Webster, A touring machine: Prototyping 3D mobile augmented reality systems for exploring the urban environment. Proc. ISWC ’97 (First IEEE Int. Symp. on Wearable Computers), October 13-14, 1997, Cambridge, MA. Also in Personal Technologies, 1(4), 1997, pp. 208-217, http://www1.cs.columbia.edu/graphics/publications/iswc97.pdf, http://www1.cs.columbia.edu/graphics/projects/mars/touring.html

[2] Reitmayr, G., and Drummond, T. 2006. Going out: Robust model-based tracking for outdoor augmented reality. In Proceedings of IEEE ISMAR’06, 109–118.http://mi.eng.cam.ac.uk/~gr281/docs/ReitmayrIsmar06GoingOut.pdf, http://mi.eng.cam.ac.uk/~gr281/outdoortracking.html

[3] Book: Tim Harford. The Undercover Economist. 2007. (German Version: Ökonomics: Warum die Reichen reich sind und die Armen arm und Sie nie einen günstigen Gebrauchtwagen bekommen. 2006.)

Florian Alt back from the US – and now with us in Essen

Florian Alt studied media informatics at the LMU in Munich and has now joined our group. In Munich he worked during his project thesis with me on how to improve hospital work in pervasive computing technologies [1]. Last year he came to Fraunhofer IAIS and did his master thesis (a annotation system for the WWW based on the UsaProxy, http://fnuked.de/usaproxy/). Before joining us he worked for some months in New York setting up an IT department for a German company that opened a branch in the USA… we are happy for the brain gain 😉

[1] A. Schmidt, F. Alt, D. Wilhelm, J. Niggemann, H. Feussner. Experimenting with ubiquitous computing technologies in productive environments. e & i Elektrotechnik und Informationstechnik, Springer Verlag. Volume 123, Number 4 / April, 2006. pages 135-139

Dagmar Kern presented two WIP at CHI

Dagmar presented two work in progress papers at the poster session at CHI. One paper is a master thesis of Hema [1] and assess how we can personalize environments with coding preference into the Bluetooth friendly name. Here we were particularly interested into the acceptance in Germany and India. The second paper [2] was joint work with Nigel’s group from Lancaster. Here we look at targeted poster advertising and how preference information should be stored.

[1] Mahato, H., Kern, D., Holleis, P., and Schmidt, A. 2008. Implicit personalization of public environments using bluetooth. In CHI ’08 Extended Abstracts on Human Factors in Computing Systems (Florence, Italy, April 05 – 10, 2008). CHI ’08. ACM, New York, NY, 3093-3098. DOI= http://doi.acm.org/10.1145/1358628.1358813

[2] Kern, D., Harding, M., Storz, O., Davis, N., and Schmidt, A. 2008. Shaping how advertisers see me: user views on implicit and explicit profile capture. In CHI ’08 Extended Abstracts on Human Factors in Computing Systems (Florence, Italy, April 05 – 10, 2008). CHI ’08. ACM, New York, NY, 3363-3368. DOI= http://doi.acm.org/10.1145/1358628.1358858

Talking about Pervasive Marketing

Advertisement and markings using pervasive computing technologies is a topic a lot of people are talking about. Little publications are out currently but it seems everybody has something in the lab. I have talked to Bo Begole from PARC and we think of looking more into the topic bringing people (from research and industry) together to push this topic forward.

Advertising 2.0 – Presentation at CeBIT

This morning I presented a short talk on new ways for outdoor advertisement at CeBIT. Based on results from interviews we know that shop windows and billboards are a well received medium. Similarly to measures we know from web logfiles I argue that it is interesting to have similar information on visitors, views, returns, durations for real world adverts.

The general approach we suggest is to use senor to measure activity – and as such measurements are incomplete there is need for data analysis and models. In two examples I show how this can be done using Bluetooth as sensing device. The slides (in German) are online.

CeBIT Demo – always last minute…

Yesterday afternoon I was in Hannover at CeBIT to set up our part in a demo at the Fraunhofer stand (Hall 9, Stand B36). The overall topic of the fraunhofer presence is “Researching for the people“.

After some difficulties with our implementation on the phone, the server and the network (wired and wireless – my laptop showed more than 30 wifi-accesspoints and a BT-scan showed 12 devices) we got the demo going. The demo is related to outdoor advertisement and together with Fraunhofer IAIS we provide an approach to estimate the number viewers/visitors. On Wednesday I will give a talk at CeBIT to explain some more details.

It seems demo are always finished last minute…

Discussing project ideas at DoCoMo Euro-labs

When I was still in Munich we worked on the PERCI project together with DoCoMo Euro-lab. This collaboration was very fruitful, as all partners had a deep understanding what they are doing an where technically excellent.

After my moving we finally found some time again to discuss project ideas. There are many options in the mobile domain and we found some interesting topics related to advertising where their expertise and our expertise could create interesting synergies.

Pervasive Computing to Change Advertising in the Real World

It was great to spend some time chatting with Alois Ferscha and Gabi Kotsis in Linz. We discussed future forms of advertisement and it seems that it is very clear that pervasive computing technologies – ranging from new displays, to tracking and implicit and explicit interaction – will change our high streets (and any other place where we expect or don’t advertising) in the near future significantly. Looking at current installations we can already see that the race for grapping customer’s attention is on. Given the many ideas around I expect it will be quite exciting.

One interesting movie on youtube.com shows a pretty cool and novel form of advertising – beamvertising. The technology is simple (a projector mounted on a driving truck) but the effect looks pretty good! It is probably not legal but it shows interesting potential. I think interactive (outdoor) projections can be a real actor. Perhaps we should start talking to some companies to push our ideas for new forms of advertisement…

UI matters – usability as the selling point

When driving back from a Workshop with the ART group of Fraunhofer IAIS at Naafs Häuschen I saw some interesting posters. A new car-related portal for selling and buying cars (pkw.de) has an interesting advertising campaign out. The only argument is on an easy to use and quick user interface – nothing else. So far many of them have tried to argue with the largest set of offers, but recently many of the major players (mobile.de and autoscout24.de) have improved their user interfaces.

It seems that a broader awareness for the user interface – basically that you sell based on your user interface – has finally arrived in Germany, too.

Bluetooth marketing in the wild


Arriving in Zurich I was quite surprised by the masses of people in the train station. We picked the weekend of the Street Parade for our visit 😉 makes you really think about your own age…

In the railway station they had digital giveaways – you just had to switch your Bluetooth on.

Wall-Sized Printed Adverts with Integrated Screen

At Zurich Airport Orange and Nokia are running a large printed advert. At a first glance it looks just as a printed large scale poster. The TV screen in one poster and the projected writing on top of another poster are seamlessly integrated. The media design of the overall installation is appealing.

The active screen (could be a 50 inch plasma TV) is the screen of the mobile phone and shows the navigation application. In contrast to most other installations, where screens and printed posters are used, this appears right and it catches people’s attention.

There is work from Scott Klemmer’s group at Stanford that looks the relationship between the printed displays and projection/displays for various applications. The Gigaprints project was shown as a video at Ubicomp 2006.