{"title":"城市广告中内隐与外显互动提升顾客注意力","authors":"Matthias Wölfel, Luigi Bucchino","doi":"10.1145/2663204.2663268","DOIUrl":null,"url":null,"abstract":"Online advertising campaigns are gaining customers' attention in comparison to advertisement campaigns in the urban space. How to bring back users' attention to advertisement in the urban space by using implicit and explicit interactions of the user is investigated in this publication. We have used age, gender and position estimates to automatically customize the advertisement campaign and 3D gestures to allow the customer to interact with the shown content. To evaluate the overall acceptability and particular aspects of such kind of targeted and interactive advertisement we have developed a prototypical implementation and placed it into a crowded shopping mall. In total 98 random visitors of the mall have experienced the system and answered a questionnaire afterwards.","PeriodicalId":389037,"journal":{"name":"Proceedings of the 16th International Conference on Multimodal Interaction","volume":"15 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2014-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Increasing Customers' Attention using Implicit and Explicit Interaction in Urban Advertisement\",\"authors\":\"Matthias Wölfel, Luigi Bucchino\",\"doi\":\"10.1145/2663204.2663268\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Online advertising campaigns are gaining customers' attention in comparison to advertisement campaigns in the urban space. How to bring back users' attention to advertisement in the urban space by using implicit and explicit interactions of the user is investigated in this publication. We have used age, gender and position estimates to automatically customize the advertisement campaign and 3D gestures to allow the customer to interact with the shown content. To evaluate the overall acceptability and particular aspects of such kind of targeted and interactive advertisement we have developed a prototypical implementation and placed it into a crowded shopping mall. In total 98 random visitors of the mall have experienced the system and answered a questionnaire afterwards.\",\"PeriodicalId\":389037,\"journal\":{\"name\":\"Proceedings of the 16th International Conference on Multimodal Interaction\",\"volume\":\"15 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2014-11-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Proceedings of the 16th International Conference on Multimodal Interaction\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1145/2663204.2663268\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the 16th International Conference on Multimodal Interaction","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1145/2663204.2663268","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Increasing Customers' Attention using Implicit and Explicit Interaction in Urban Advertisement
Online advertising campaigns are gaining customers' attention in comparison to advertisement campaigns in the urban space. How to bring back users' attention to advertisement in the urban space by using implicit and explicit interactions of the user is investigated in this publication. We have used age, gender and position estimates to automatically customize the advertisement campaign and 3D gestures to allow the customer to interact with the shown content. To evaluate the overall acceptability and particular aspects of such kind of targeted and interactive advertisement we have developed a prototypical implementation and placed it into a crowded shopping mall. In total 98 random visitors of the mall have experienced the system and answered a questionnaire afterwards.
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