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Profiling-based mobile advertisement as a marketing strategy for GPS-based online traffic map

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The emergence of mobile computing is inevitably followed by mobile advertising:rnadvertising that target mobile device, such as feature phones, smartphones and tablets.rnHowever, the majority of mobile advertising is still relying on the traditionalrnapproach: to send an advertisement to as many people as possible, in hope that somernof them will be interested in the advertisement and in turn buying the promotedrnproduct or service. The problem with this method is that each people have their ownrnpreferences, so that kind of strategy won?t get an optimum result. Furthermore, withrntraditional strategy there is very low chance of people getting the right advertisementrnin the right place.rnThis research proposed a new advertisement system that combined a location basedrnservice with user profiling system. In this study, the advertisement system isrnintegrated to an online traffic map mobile application, which also has an RSS feedrnreader feature. The system will learn user interest by using web mining to analyzernbrowsing history that is taken from the RSS reader. When the user tries to generate arnroute in the map, the system will automatically fetch advertisements that are locatedrnalong the route, which suited user interest.rnThis proposed system has successfully created a mobile advertisement that is highlyrneffective. Moreover, it has gained positive feedback from user by being accurate, beneficial, and non-obtrusive. Better reception of advertisement from user will lead tornthe increasing rate of advertisement success.

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Availability

B00949

(wh)

Available

Detail Information

Series Title

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Call Number

949

Publisher

: Swiss German University., 2011

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IT

Specific Detail Info

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