ایجاد سیستم تبلیغات تلفن همراه هدفمند برای خدمات مبتنی بر مکان

Over the years, mobile advertising has grown to become a technology that allows an advertiser to promote products or services to targeted users efficiently and effectively. This is because the ubiquitous nature of mobile devices can provide contextual information and allow users to demonstrate preferences. This study proposes a targeted mobile advertising system (TMAS) that works as a platform to provide both merchants and consumers with context-aware advertisements. The approach integrates the advantages of both mobile and targeted advertising to allow merchants to disseminate location-based targeted advertisements while providing pull-type and personalized advertisements for consumers. To demonstrate the TMAS, we build a platform to provide highly relevant advertising to consumers and to guarantee that advertisements have an equal opportunity of being presented to consumers.

Location-based services aim to offer personalized mobile transactions for targeted individuals in specific locations at specific times [45], using the knowledge of the location of an object and/or individuals [38]. The growth of mobile phones has provided an opportunity for such services. Mobile phones are by far the most popular personal communications device, and, as new multi-function mobile phones such as smart phones are widely adopted, they have emerged as a coveted media platform for marketers because they are personal, accessible anytime and anywhere, and location-aware [28], [40] and [44]. Global mobile marketing spending is expected to be worth around $19 billion by 2011 [8]. However, the most vital problem for merchants is how to reach their valuable targeted audience. That is, how best to deliver an advertisement to the right mobile user in the right context effectively and efficiently remains an issue to be solved [13], [49] and [52]. Currently, the most common mobile advertisement formats are Short Message Service (SMS) and Multimedia Message Service (MMS) [31]. These are push-type technologies that send messages proactively to mobile users [9]. Typically, push marketing is better for companies who have an established relationship with users, who have granted permission to receive such messages. This is referred to as permission-based marketing [6]. However, the mobile phone can be used as a user-driven media device to enhance the dynamics of business-to-consumer relationships [43] and [33]. It can be used for pull-type marketing that sends information based on consumer requests [6]. This mode is most suitable for merchants with simple, time-limited, and location-related advertisements. Advertisements can even be restricted by quota, such as the promotion of a regional company, coupons in a local mall, a community yard sale, and so on. Moreover, future customers with smart phones can actively demand promotional information. Compared with push-based advertising, this pull-type approach, which allows customers to have greater involvement, has gained in popularity.

Location-based services provide unique, ubiquitous, and timely services to customers. With the maturing of smart phone technology, it becomes feasible to deliver location-based advertising services to targeted customers. Thus, providing a service platform for mobile devices can link advertisers and consumers in an effective and economical way. The platform should be effective, timely, and simple to operate so that an advertiser can manage the promotion effortlessly. In this study, we proposed a targeted mobile advertising platform (TMAS) for matching the demands of both consumers and merchants. The platform provides consumers with relevant advertisements and merchants with an effective channel for accessing customers. Specifically, the TMAS allows consumers to locate advertisements actively via their mobile phones with reference to their own demographic, contextual, and preference data. For merchants, promotions can be improved through better understanding of customers' needs using feedback from the platform, so that they can design effective targeted advertisements. The demonstration shows that mobile users will receive advertisements that match their preferences and merchants will make a better impression with their advertisements. However, improving the efficiency of delivering promotions also increases the possibility of invading privacy, as do most new technologies. There is always a trade-off between embracing new technologies and protection of privacy because to deliver more personalized promotions requires more detailed individual information on consumers. Future research can look at how to find a balance between providing highly effective personalized mobile advertisements and satisfactory protection of privacy.