Building a Mobile Advertising System for Target Marketing

Authors

Kai Li, Department of Industrial Engineering, Teda College, Nankai Univeristy, Tianjin, ChinaFollow
Timon C. Du, Department of Decision Sciences and Managerial Economics, The Chinese University of Hong Kong, Shatin, NT, Hong KongFollow

Document Type

Article

Abstract

Mobile advertising has become one of the most exciting new technological frontiers in advertising area in recent years. The ubiquitous nature of mobile phones makes it possible for advertisers to target users effectively. This paper proposes a targeted mobile advertising system (TMAS) that works as a platform to provide consumers personalized ads based on the consumers’ contextual and preference. The platform allows shops to provide contextual and time-sensitive ads and consumers to locate ads and promotion information using their smart phone. A demonstration is conducted to show the validity of the key process in the TMAS.

Recommended Citation

Li, Kai and Du, Timon C., "Building a Mobile Advertising System for Target Marketing" (2010). ICEB 2010 Proceedings (Shanghai, China). 17.
https://aisel.aisnet.org/iceb2010/17