Abstract:
This research explores some of the issues involved in wireless advertising. The technology to deliver ads on mobile devices is here, and firms are already exploring ways for using this technology in a user friendly and non-intrusive way to generate ad revenues and increase sales. Issues such as who would pay for airtime, etc., are being sorted out. Our work looks at how to leverage the one new variable that is now available to the advertiser - the real time location of the consumer. We are exploring various models to improve effectiveness and targeting of advertising using information on a prospective customer’s spatial location information in addition to other information such as their preferences.
