Mobile Advertising: Triple-win for Consumers, Advertisers and Telecom Carriers

• Main Authors: Kuan-hua Huo, 霍冠樺
• Other Authors: Chia-hui Chang
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/57643083593202786930

碩士 === 國立中央大學 === 資訊工程研究所 === 99 === Mobile devices (e.g. smart phone, PDAs, vehicle phone, and e-books) are becoming more and more popular. However, mobile broadband subscriptions are only about 20 percent of the mobile subscriptions. Part of the reasons is due to the high payments requirement for broadband subscriptions. On the other hand, US mobile ad spend will exceed US$1 billion in 2011 according to emarketer.com. Therefore, the idea of this paper is to increase broadband subscribers by providing free or discounted fees through the deployment of mobile advertising framework by the telecommunication system. In this framework, telecommunication carriers run the ads agent platform to attract investments from advertisers. Subscribers read promotional advertisements that are sent to subscribers’ mobile phones to get discounted payment of mobile Internet accessing from telecommunication carriers. While the advertisers pay a reasonable price for advertising, the possible commercial activities will bring revenues to advertisers. As a result, this framework is a triple-win for telecommunication carriers, advertisers and subscribers. In this paper, we describe a framework for delivering appropriate ads of the ideal time at the ideal place to the ideal subscriber is the three key issues on how to show the ads, when to show the ads, and what potential ads to be clicked by the subscribers. Based on our research in the past two years on contextual advertising, we hope to take user velocity and user location into consideration.