In the global mobile advertising market, delivering relevant and personalized advertisements to potential customers has become a central issue. This research study explores the potential of personalized mobile advertising based on information that can be extracted from users' mobile phones such as the frequency of using mobile applications and the list of most-frequently used applications. We conducted an experimental study with 15 participants to verify our approach. The results show that the congruence between the type of person's interests and the existence of interest-related application is statistically significant. Significant correlations were found between personal demographic data and specific types of mobile applications.
|Title of host publication||MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference|
|Subtitle of host publication||"Media Business, Management, Content and Services"|
|Editors||Helja Franssila, Janne Paavilainen, Artur Lugmayr|
|Publisher||Association for Computing Machinery, Inc|
|Number of pages||3|
|State||Published - 4 Nov 2014|
|Event||18th International Academic MindTrek Conference, MINDTREK 2014 - Tampere, Finland|
Duration: 4 Nov 2014 → 6 Nov 2014
|Name||MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference:|
|Conference||18th International Academic MindTrek Conference, MINDTREK 2014|
|Period||4/11/14 → 6/11/14|
Bibliographical notePublisher Copyright:
Copyright 2014 ACM.
- Mobile adverting
- Mobile applications