Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper

1. PERVASIVE ADVERTISING CHANCEN UND HERAUSFORDERUNGEN KONTEXT-SENSITIVER WERBUNG AM BEISPIEL INTERAKTIVER GROBILDSCHIRME Dr. Florian Alt 4. Shopper Marketing Kongress Mainz, 11. Juni 2013

2. 3 The Lightning Man

3. 7 State-of-the-Art Displays

5. Pervasive Advertising

6. The Long Tail Audience Measurement Context Adaptivity and Personalization User Feedback Engaging Experiences Opportunities of Pervasive Advertising 9

7. For advertising-based public display networks to become truly pervasive, they must provide a tangible social benet and be engaging without being obtrusive, blending advertisements with informative content. (Alt et al. 2012) The Future of Pervasive Advertising 10

8. Design Space

9. Research Overview 13 Design Space Design Space

10. Research Overview 14 Design Space Research Question: How to design public display systems that cater to all stakeholders needs? Approach: Investigating traditional public notice areas Building/deploying digital prototype Long-term evaluation Methodology: Ethnography (photo logs, interviews), deployment- based research (logging, observations, questionnaires) Alt et al. Interaction Techniques for Creating, Posting, and Retrieving Content from Public Displays CHI 2013. Alt et al. Designing Shared Public Display Networks: Implications from Todays Paper-based Notice Areas. Pervasive 2011. Memarovic, Langheinrich, Cheverst, Taylor, Alt. P-LAYERS - A layered framework addressing the multi- faceted issues facing community-supporting public display deployments. ToCHI 2013.

11. Research Overview 14 Design Space Research Question: How to design public display systems that cater to all stakeholders needs? Approach: Investigating traditional public notice areas Building/deploying digital prototype Long-term evaluation Methodology: Ethnography (photo logs, interviews), deployment- based research (logging, observations, questionnaires) Alt et al. Interaction Techniques for Creating, Posting, and Retrieving Content from Public Displays CHI 2013. Alt et al. Designing Shared Public Display Networks: Implications from Todays Paper-based Notice Areas. Pervasive 2011. Memarovic, Langheinrich, Cheverst, Taylor, Alt. P-LAYERS - A layered framework addressing the multi- faceted issues facing community-supporting public display deployments. ToCHI 2013.

12. Research Overview 15 Design Space

13. Research Overview 15 Design Space Mller, Alt, Michelis, Schmidt. Requirements and Design Space for Large Interactive Displays. ACM Multimedia 2010. Alt et al. Interaction Techniques for Creating, Posting, and Retrieving Content from Public Displays CHI 2013. Alt, Kubitza, Bial, Zaidan, Ortel, Zurmaar, Lewen, Sahami, Schmidt. Digieds: Evaluating Suitable Interaction Techniques for Shared Public Notice Areas. MUM 2011. Research Question: How to design suitable interaction techniques for public displays? Approach: Requirements analysis and design space Building an interactive prototypes Investigate different interaction techniques (mobile phones, gestures, touch, gaze) Methodology: Literature review, lab and eld study (observations, logging, questionnaires)

14. Research Overview 16 Design Space

15. Research Overview 16 Design Space Beyer, Alt, Mller, Schmidt, Isakovic, Klose, Schiewe, Haulsen. Audience Behavior Around Large Interactive Cylindrical Screens. CHI 2011. Mller, Walter, Bailly, Nischt, Alt. Looking Glass: A Field Study on Noticing Interactivity of Shop Windows. CHI 2012. Research Question: How does the audience behave around interactive public displays? Approach: Building /deploying interactive prototypes Comparison of display shapes interactivity cues and techniques content Methodology: Lab study (logging / manual coding, semi-structured interviews), eld study (observations)

16. Audience Behavior

17. 23 1. Passing-By 2. Viewing and Reacting 3. Subtle Interaction 4. Direct Interaction 5. Multiple Interaction 6. Follow-up Actions The Audience Funnel

18. Conversion Rates

19. Making the User Interact Audience Provider(s) 25

20. Looking Glass

21. Call-to-action Attract sequence Analog signage Honeypot effect Persons inviting passersby User Representation Interactivity Cues Other people 27 Cognitive Processing

22. Lab Study: User Representation

23. Interactive Non- Interactive 31 Conditions realisticabstract

24. 36 Signicant effect for representation on selection time (ANOVA): F3,45 = 80.76, p

Pervasive Advertising - Chancen und Herausforderungen kontext-sensitiver Werbung am Beispiel interaktiver Großbildschirme | Dr. Florian Alt, Universität Stuttgart, auf dem 4. Shopper

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