Exploring interest-based personalization in mobile advertising

Heung Chang Lee, Hyo Jeong So

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Scopus citations


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.

Original languageEnglish
Title of host publicationMINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference
Subtitle of host publication"Media Business, Management, Content and Services"
EditorsHelja Franssila, Janne Paavilainen, Artur Lugmayr
PublisherAssociation for Computing Machinery, Inc
Number of pages3
ISBN (Electronic)9781450330060
StatePublished - 4 Nov 2014
Event18th International Academic MindTrek Conference, MINDTREK 2014 - Tampere, Finland
Duration: 4 Nov 20146 Nov 2014

Publication series

NameMINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference:


Conference18th International Academic MindTrek Conference, MINDTREK 2014

Bibliographical note

Publisher Copyright:
Copyright 2014 ACM.


  • Mobile adverting
  • Mobile applications
  • Personalization


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