Bluetooth and WAP Push Based Location-Aware Moble Advertising System

1. Bluetooth and WAP Push Based Location-Aware Moble Advertising System DataBase LAB M.S. 3 SORA KIM

2. Contents • Introduction • Related Work • B-MAD system description • Evaluation • Discussion and and Conclusions

3. Introduction • Two meanings of Mobile advertising : • Advertisements moving from place to place (displayed on the sides of trucks and buses) • Advertisements delivered to mobile devices (mobile phones and personal digital assistants(PDAs)) • In this paper, the 2nd method is used and focus on permission-based advertising

4. Fig.1 B-MAD Bluetooth-based positioning and mobile advertisement delivery system System Architecture(cont’) B-MAD System

5. System Architecture(cont’) • Process : (이해하기 쉽게 한글로 쓰기) • 1. Bluetooth Sensor discovers the globally unique Bluetooth device addresses(BD-ADDRs) of nearby end user devices • 2. Bluetooth Sensor sends the addresses over a WAP connection to the Ad Server, together with a location identifier • 3. Ad server maps the addresses to the user phone numbers(MSISDNs) and checks from the database if there are any undelivered advertisements associated with the location that hae not been delivered to the end user • 4. The undelievered advertisements are sent to Push Sender for delivery • 5. Push sender delivers the advertisements as WAP Push SI (Service Indication) messages

6. Bluetooth-Based Positioning on Symbian 블루투스 센서 주기적으로 주변의 블루투스 장치 스캔  Sensor가 검색된 BD_ADDR과 지정된 위치 정보를 WAP connection을 통해 Ad server에 전달

7. Mapping Device Addresses to Advertisements 사용자가 mobile advertisement service 등록 사용자 전화번호와 BD_ADDR 연결 연관 정보 DB 저장 • Ad Server 블루투스 센서로부터 요청받음(BD_ADDR, location id 정보 받음) • 서버가 사용자 DB를 스캔. BD_ADDR의 사용자 계정 검색 • 광고가 사용자에게 보내졌는지 확인. • 미발송인 경우, 사용자 전화번호, URL 주소, 광고내용을 Push Sender에 전달

8. Sending WAP Push Messages 1. Push Sender 가 Push service Indication (SI) messages 보냄 -SI 정보 : 1) 광고에 대한 간단한 묘사 2) 광고 내용이 있는 URL 2. 사용자가 원하면 광고를 다운로드. 아니면 버림

9. Advertising Example Service Indication Mobile Advertisement

10. Quantitative Evaluation

11. Qualitative Evaluation with a Field Trial(cont’)

12. Qualitative Evaluation with a Field Trial(cont’) 광고에 대한 반응 - If a lot of messages arrived at the same time, it was difficult to view all of them at the same time for a new user. Usually I viewed only the first advertisement received. - I did not know how to turn down the device. I was embarrassed when there was a loud tone when an advertisement was received. - You do not necessarily associate the globe [Series 60 browser] icon with a mobile ad. The other notes [SI message description] icon was clear [...] beside it was the name of the store and it took the attention away from the globe icon. -Targeting the advertisements is important so the user is not drowned in advertisements. If I would receive advertisements at this frequency, I would shut down the whole service.

13. Qualitative Evaluation with a Field Trial(cont’)

14. Qualitative Evaluation with a Field Trial(cont’)