Sökning: onr:"swepub:oai:DiVA.org:hh-2799" >
Advertising Challen...
Advertising Challenges in Ubiquitous Media Environments
-
- Åkesson, Maria (författare)
- Högskolan i Halmstad,Människa och Informationsteknologi (MI-lab)
-
- Ihlström Eriksson, Carina (författare)
- Högskolan i Halmstad,Människa och Informationsteknologi (MI-lab)
-
(creator_code:org_t)
- Hershey, PA : Business Science Reference, 2010
- 2010
- Engelska.
-
Ingår i: Handbook of Research on Mobile Marketing Management. - Hershey, PA : Business Science Reference. - 9781605660745 - 1605660744 - 9781605660752 - 1605660752 ; , s. 77-93
- Relaterad länk:
-
https://urn.kb.se/re...
-
visa fler...
-
https://doi.org/10.4...
-
visa färre...
Abstract
Ämnesord
Stäng
- Mobile advertising opportunities have attracted interest from industry and academics as a response to the trend of diffusion of new mobile technology. One industry particularly interested in new advertising opportunities is the newspaper industry. Many media houses envision a future multi-channel media environment supporting device independent, anytime, anywhere publishing, i.e. a Ubiquitous Media Environment (UME). In this paper we explore how ubiquitous advertising challenges the role of media houses. Ubiquitous advertising refers to advertising in a UME, anytime, anywhere and in any device. Based on results from interviews and workshops with advertisers and publishers we discuss how media houses traditional role is challenged. We contribute with an understanding of how media houses can develop their role to succeed with ubiquitous advertising and to m-advertising literature with insights into the dynamics of balancing consumer and advertiser value of ubiquitous advertising.
Ämnesord
- NATURVETENSKAP -- Data- och informationsvetenskap -- Systemvetenskap, informationssystem och informatik (hsv//swe)
- NATURAL SCIENCES -- Computer and Information Sciences -- Information Systems (hsv//eng)
Nyckelord
- Mobile advertising
- M-advertising
- Mobile advertising market
- Ubiquitous advertising
- Ubiquitous Media Environment
- Context
- Context adaption
- Informatics
- Informatik
Publikations- och innehållstyp
- vet (ämneskategori)
- kap (ämneskategori)
Hitta via bibliotek
Till lärosätets databas