LOCATION BASED ADVERTISING FOR MASS MARKETING

Location-Based Sponsored Search Advertising

The proliferation of powerful mobile devices with built-in navigational capabilities and the adoption in most metropolitan areas of fast wireless communication protocols have recently created unprecedented opportunities for location-based advertising. In this work, we provide models and investigate the market for location-based sponsored search, where advertisers pay the search engine to be dis...

Computational Advertising: A Paradigm Shift for Advertising and Marketing?

Mobile Marketing Using a Location Based Service

Considering the recent convergence of computing and telecommunications technologies with the tremendous success of the Internet, the World Wide Web, and Mobile Communications, the next step is expected to be the Mobile Web. The main promise of the Mobile Web is to satisfy user needs for anywhere, anytime access to information and services, including Location Based Services (LBS). This paper pre...

A Social Endorsing Mechanism for Location-Based Advertising

The proliferation of smartphones exploits many new opportunities for mobile advertising. Many researchers believe that mobile advertising will be not only a killer application in mobile commerce, but also a noteworthy business model for many emerging mobile applications to monetize. Location based advertising (LBA) is a new advertising that integrates mobile advertising with location based serv...

Competing Advertising and Pricing Strategies for Location-Based Commerce

Owing to the fast growth in smart phones and tablets as well as increasing number of downloading apps, it makes commercial sense to use the smart phones as another platform for advertising. While many advanced location-based service (LBS) apps have been proposed, the study of analysing their impacts on the marketing strategies is still little. In this paper, we study the issues of the promotion...