User needs for location-aware mobile services
Personal and Ubiquitous Computing
Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents
HICSS '05 Proceedings of the Proceedings of the 38th Annual Hawaii International Conference on System Sciences (HICSS'05) - Track 1 - Volume 01
User experiences on location-aware mobile services
OZCHI '05 Proceedings of the 17th Australia conference on Computer-Human Interaction: Citizens Online: Considerations for Today and the Future
Consumer Attitudes Toward Mobile Advertising: An Empirical Study
International Journal of Electronic Commerce
Telematics and Informatics
Combining location-aware mobile phone applications and multimedia messaging
Journal of Mobile Multimedia
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Tailored push advertising on smartphones is a key target for the advertising industry. We conducted a study with 20 professionals 'in the wild': over 5 consecutive days participants received ads tailored to their personal profiles and geographical location on their personal smartphones. Of the 400 ads sent, participants accepted 20%, rejected 30%, said 'maybe' to 17%. Interviews revealed that accept or reject decisions were driven by specific needs at the time of delivery -- e.g. a busy workload. Effective tailoring of smartphone ads requires fine-grained data on users' emotional state and context of use - data that is sensitive and requires significant effort to obtain. Users liked context-relevant ads, but also perceived privacy costs associated with disclosing personal information. To break this conundrum, users need to be able to customize the ad service, e.g. choosing which information to disclose, when to receive ads, what types of ad.