Mobile Computing, Applications, and Services. First International ICST Conference, MobiCASE 2009, San Diego, CA, USA, October 26-29, 2009, Revised Selected Papers

Research Article

Ads Go Mobile: Assessing the Opportunities and Challenges of Personalised Ads in a Mobile Search Service

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  • @INPROCEEDINGS{10.1007/978-3-642-12607-9_10,
        author={Sigmund Akselsen and Bente Evjemo and Calicrates Policroniades},
        title={Ads Go Mobile: Assessing the Opportunities and Challenges of Personalised Ads in a Mobile Search Service},
        proceedings={Mobile Computing, Applications, and Services. First International ICST Conference, MobiCASE 2009, San Diego, CA, USA, October 26-29, 2009, Revised Selected Papers},
        proceedings_a={MOBICASE},
        year={2012},
        month={10},
        keywords={Mobile search mobile advertising personalisation},
        doi={10.1007/978-3-642-12607-9_10}
    }
    
  • Sigmund Akselsen
    Bente Evjemo
    Calicrates Policroniades
    Year: 2012
    Ads Go Mobile: Assessing the Opportunities and Challenges of Personalised Ads in a Mobile Search Service
    MOBICASE
    Springer
    DOI: 10.1007/978-3-642-12607-9_10
Sigmund Akselsen1,*, Bente Evjemo1,*, Calicrates Policroniades1,*
  • 1: Group Business Development and Research, Telenor
*Contact email: Sigmund.Akselsen@telenor.com, Bente.Evjemo@telenor.com, Calicrates.Policroniades@telenor.com

Abstract

Since highly relevant content is linked to click-though rates (CTR) and eventually to an increase in revenue potential, key players in the search industry are devoting resources to profile and exploit the context in which a search is performed. In this paper we present the pilot implementation and evaluation of a mobile operator centric search service that enables the provision of personalised advertising. We have deployed a true ecosystem solution comprised of a mobile federated search platform, a mobile advertiser platform, advertisers and advertising campaigns, and a number of content providers. The attitude towards personalised advertising has been evaluated with 175 ordinary mobile phone subscribers across Norway during the summer of 2008. Advertisements are accepted if relevance is high. Non-utilitarian factors as humour have considerable impact on end-users’ acceptance of advertisements, and a personalised approach is welcomed due to its potential to filter undesirable content. Based on our experience in this study, we also discuss technological challenges and strategic opportunities for a mobile operator in this area.