User Study And Design For Context-based Advertising System

Providing high relevance ads with products is ideal for advertising. To achieve this, advertisers need to understand consumers’shopping preferences and situations and design ads to meet requirements of target consumers. The development of smart mobile devices provides a new channel of advertising, also a new channel of collecting and understanding consumers" shopping preference and behaviors. Context awareness service could meet the needs of recording consumers" shopping preference and behavior to push appropriate ads according to different situations.The main purpose of this paper is to build a mobile context aware ads system. Literature review and user study were used to understand characterizes of mobile ads and common consumers" attitude with mobile ads. In order to have high user acceptance, mobile ads must meet four conditions:1) the content must be relevance with consumers; 2) be integrated into shopping processes; 3) mobile ads can bring consumers vested interest; 4) be safe and privacy protected. This research took supermarkets as a case and application background. Six kinds of context have been proposed in mobile awareness ads system:display, location, time, products, consumers and strategy. These six kinds of context and interrelationship between them were explained in specific usage situations respectively. The architecture of mobile context aware ads systems was built. Mobile context aware ads functions and interaction flow were also designed based on the relationship of context as well. Finally, a prototype of mobile context aware ads was designed and evaluated to enhance human-computer interaction process.This research followed the concept of context aware service and Human-Centered Design. Based on user study and mobile ads characterizes, design principles of mobile ads system were proposed, the architecture of mobile ads was built, the interaction prototype based on promotion was also designed and evaluated.