Exploring interest-based personalization in mobile advertising

Heung Chang Lee; Hyo Jeong So

doi:10.1145/2676467.2676510

Exploring interest-based personalization in mobile advertising

Heung Chang Lee, Hyo Jeong So

Department of Educational Technology

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

1 Scopus citations

Abstract

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 language	English
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
Pages	142-144
Number of pages	3
ISBN (Electronic)	9781450330060
DOIs	https://doi.org/10.1145/2676467.2676510
State	Published - 4 Nov 2014
Event	18th International Academic MindTrek Conference, MINDTREK 2014 - Tampere, Finland Duration: 4 Nov 2014 → 6 Nov 2014

Publication series

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

Conference

Conference	18th International Academic MindTrek Conference, MINDTREK 2014
Country/Territory	Finland
City	Tampere
Period	4/11/14 → 6/11/14

Keywords

Mobile adverting
Mobile applications
Personalization

Access to Document

10.1145/2676467.2676510

Cite this

Lee, H. C., & So, H. J. (2014). Exploring interest-based personalization in mobile advertising. In H. Franssila, J. Paavilainen, & A. Lugmayr (Eds.), MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference: "Media Business, Management, Content and Services" (pp. 142-144). (MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference:). Association for Computing Machinery, Inc. https://doi.org/10.1145/2676467.2676510

Lee, Heung Chang ; So, Hyo Jeong. / Exploring interest-based personalization in mobile advertising. MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference: "Media Business, Management, Content and Services". editor / Helja Franssila ; Janne Paavilainen ; Artur Lugmayr. Association for Computing Machinery, Inc, 2014. pp. 142-144 (MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference:).

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Lee, HC & So, HJ 2014, Exploring interest-based personalization in mobile advertising. in H Franssila, J Paavilainen & A Lugmayr (eds), MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference: "Media Business, Management, Content and Services". MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference:, Association for Computing Machinery, Inc, pp. 142-144, 18th International Academic MindTrek Conference, MINDTREK 2014, Tampere, Finland, 4/11/14. https://doi.org/10.1145/2676467.2676510

Exploring interest-based personalization in mobile advertising. / Lee, Heung Chang; So, Hyo Jeong.
MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference: "Media Business, Management, Content and Services". ed. / Helja Franssila; Janne Paavilainen; Artur Lugmayr. Association for Computing Machinery, Inc, 2014. p. 142-144 (MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference:).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AB - 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.

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Lee HC, So HJ. Exploring interest-based personalization in mobile advertising. In Franssila H, Paavilainen J, Lugmayr A, editors, MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference: "Media Business, Management, Content and Services". Association for Computing Machinery, Inc. 2014. p. 142-144. (MINDTREK 2014 - Proceedings of the 18th International Academic MindTrek Conference:). doi: 10.1145/2676467.2676510

Exploring interest-based personalization in mobile advertising

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Keywords

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