I am co-organizing a workshop on Pervasive Advertising and Shopping. The workshop will be held in conjunction with Pervasive 2010, May 17 2010, in Helsinki, Finland
Pervasive computing technologies such as a variety of public digital displays, ever-smaller mobile devices, and location sensing and tracking tools are rapidly adopted by the advertising and retail industries. Adoption is driven by the comprehensive business models facilitated by these technologies, a fact that leads us to believe that advertising and shopping could well be amongst the most important deployment domains for pervasive technologies. Furthermore, the two industries are intimately linked: advertising that is the communication of sponsored messages to inform, convince, and persuade to buy leads to shopping, that is the examination and purchasing of goods.
However, the opportunities, benefits and drawbacks of pervasive technologies in these domains only now are beginning to be understood. Moreover the current trend whereby power is shifting towards consumers, makes specific aspects of advertising and shopping such as brand experience, word of mouth, and audience measurement gain importance, and provides opportunities for pervasive technologies to generate some true benefit for consumers.
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