MobiSys 2004: Second International Conference on Mobile Systems, Applications, and Services, June, 2004, Boston, USA
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Bluetooth and WAP Push Based Location-Aware Mobile Advertising System

Lauri Aalto, University of Oulu; Nicklas Göthlin, University of Linköping; Jani Korhonen, and Timo Ojala, University of Oulu

Advertising on mobile devices has large potential due to the very personal and intimate nature of the devices and high targeting possibilities. We introduce a novel B-MAD system for delivering permission-based location-aware mobile advertisements to mobile phones using Bluetooth positioning and Wireless Application Protocol (WAP) Push. We present a thorough quantitative evaluation of the system in a laboratory environment and qualitative user evaluation in form of a field trial in the real environment of use. Experimental results show that the system provides a viable solution for realizing permission-based mobile advertising.