Visual Targeted Advertisement System Based on User Profiling and Content Consumption for Mobile Broadcasting Television

Uribe Mayoral, Silvia and Alvarez Garcia, Federico and Menendez Garcia, Jose Manuel and Cisneros Perez, Guillermo (2010). Visual Targeted Advertisement System Based on User Profiling and Content Consumption for Mobile Broadcasting Television. "Mobile Networks and Applications", v. 16 (n. 3); pp. 361-374. ISSN 1383-469X. https://doi.org/10.1007/s11036-010-0258-2.

Description

Title: Visual Targeted Advertisement System Based on User Profiling and Content Consumption for Mobile Broadcasting Television
Author/s:
  • Uribe Mayoral, Silvia
  • Alvarez Garcia, Federico
  • Menendez Garcia, Jose Manuel
  • Cisneros Perez, Guillermo
Item Type: Article
Título de Revista/Publicación: Mobile Networks and Applications
Date: July 2010
ISSN: 1383-469X
Volume: 16
Subjects:
Freetext Keywords: content personalisation – targeted advertising – mobile television – clustering – profile segmentation – DVB-H
Faculty: E.T.S.I. Telecomunicación (UPM)
Department: Señales, Sistemas y Radiocomunicaciones
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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Abstract

Content personalisation is one of the main aims of the mobile media delivery business models, as a new way to improve the user’s experience. In broadcasting networks, the content is sent “one to many”, so a complete personalisation where the user may select any content is not possible. But using the mobile bidirectional return channel (e.g. UMTS connection) visual targeted advertising can be performed in a simple way: by off-line storing the advertisement for selectively replacing the normal broadcasted advertisement. In fact, these concepts provide powerful methods to increase the value of the service, mainly in mobile environments. In this article we present a novel intelligent content personalisation system for targeted advertising over mobile broadcasting networks and terminals, based on user profiling and clustering, as a new solution where the use of content personalisation represents the competitive advantage over traditional advertising.

More information

Item ID: 8732
DC Identifier: http://oa.upm.es/8732/
OAI Identifier: oai:oa.upm.es:8732
DOI: 10.1007/s11036-010-0258-2
Official URL: http://www.springerlink.com/content/h844436100866762/
Deposited by: Memoria Investigacion
Deposited on: 30 Sep 2011 11:37
Last Modified: 20 Apr 2016 17:25
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