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Foundations for a Mobile Context-Aware Advertising System

  • Conference paper
ENTERprise Information Systems (CENTERIS 2011)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 220))

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Abstract

Advertisers struggle to reach effectively and efficiently to their customers, continuously seeking to influence them and simultaneously reduce the overall publicity costs. Business areas like the mobile devices industry, together with wireless technologies and interactive environments, bring an huge opportunity for marketing purposes, supporting the chance to turn advertising into a convenient and easily accessible source of information by letting marketers communicate with costumers in a more direct, personal and contextualized way. This paper presents some foundations for the development of a system that will allow context-aware personalized profile-based advertising delivery, by using Bluetooth technology to identify and communicate with customers in a given geographic area, through their mobile devices.

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Author information

Authors and Affiliations

  1. Universidade de Trás-os-Montes e Alto Douro, 5001-801, Vila Real, Portugal

    Guilherme Alexandre, Telmo Adão, Martinho Gonçalves, Luís Magalhães, Maximino Bessa, Emanuel Peres & João Varajão

  2. Instituto de Engenharia de Sistemas e Computadores do Porto, 4200-465, Porto, Portugal

    Martinho Gonçalves, Luís Magalhães & Maximino Bessa

  3. Centro de Investigação e de Tecnologias Agroambientais e Biológicas, 5001-801, Vila Real, Portugal

    Emanuel Peres

  4. Centro Algoritmi, Universidade do Minho, 4800, Guimarães, Portugal

    João Varajão

Authors
  1. Guilherme Alexandre
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  2. Telmo Adão
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  3. Martinho Gonçalves
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  4. Luís Magalhães
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  5. Maximino Bessa
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  6. Emanuel Peres
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  7. João Varajão
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Editor information

Editors and Affiliations

  1. Polytechnic Institute of Cávado e Ave, 4750-810, Vila Frescainha S. Martinho, BCL, Portugal

    Maria Manuela Cruz-Cunha

  2. University of Trás-os-Montes e Alto Douro, 5001-801, Vila Real, Portugal

    João Varajão

  3. Birkbeck, University of London, WC1E 7HX, London, UK

    Philip Powell

  4. School of Technology and Management, Polytechnic Institute of Leiria, 2411-901, Leiria, Portugal

    Ricardo Martinho

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© 2011 Springer-Verlag Berlin Heidelberg

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Alexandre, G. et al. (2011). Foundations for a Mobile Context-Aware Advertising System. In: Cruz-Cunha, M.M., Varajão, J., Powell, P., Martinho, R. (eds) ENTERprise Information Systems. CENTERIS 2011. Communications in Computer and Information Science, vol 220. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-24355-4_6

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  • DOI: https://doi.org/10.1007/978-3-642-24355-4_6

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-24354-7

  • Online ISBN: 978-3-642-24355-4

  • eBook Packages: Computer ScienceComputer Science (R0)

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