Conti, N;
Jennett, C;
Maestre, J;
Sasse, MA;
(2012)
When did my mobile turn into a 'sellphone'?: a study of consumer responses to tailored smartphone ads.
In:
Proceedings of the 26th Annual BCS Interaction Specialist Group Conference on People and Computers.
(pp. 215 - 220).
British Computer Society: Swinton, UK.
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Abstract
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.
| Type: | Proceedings paper |
|---|---|
| Title: | When did my mobile turn into a 'sellphone'?: a study of consumer responses to tailored smartphone ads |
| Event: | BCS Interaction Specialist Group Conference on People and Computers |
| Open access status: | An open access version is available from UCL Discovery |
| Publisher version: | http://dl.acm.org/citation.cfm?id=2377916 |
| Language: | English |
| Additional information: | © Author 2012. This is the author's version of the work. It is posted here for your personal use. Not for redistribution. The definitive Version of Record was published in Proceedings of the 26th Annual BCS Interaction Specialist Group Conference on People and Computers, http://dl.acm.org/citation.cfm?id=2377916 |
| UCL classification: | UCL UCL > Provost and Vice Provost Offices UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences UCL > Provost and Vice Provost Offices > UCL BEAMS UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science |
| URI: | https://discovery.ucl.ac.uk/id/eprint/1377079 |
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