My hero movie: http://en.tackfilm.se/?id=1265980862962RA40The 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… Continue reading
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 . Peter van Waart… Continue reading
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… Continue reading
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… Continue reading
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… Continue reading
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.Continue reading
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… Continue reading
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… Continue reading
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,… Continue reading
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… Continue reading
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… Continue reading
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  – 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… Continue reading
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 . 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 😉
 A. Schmidt, F.… Continue reading
Dagmar presented two work in progress papers at the poster session at CHI. One paper is a master thesis of Hema  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  was joint work with Nigel’s group from Lancaster. Here we look at targeted poster advertising and how preference information should be stored.
 Mahato, H., Kern, D., Holleis, P., and Schmidt, A. 2008. Implicit personalization of public environments using bluetooth. In CHI ’08 Extended Abstracts on Human… Continue reading
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.
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… Continue reading
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… Continue reading
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.
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… Continue reading
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… Continue reading
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… Continue reading