Selling The American People: Data, Technology, And The Calculated Transformation Of Advertising

This dissertation tells the history of a future imagined by advertisers as they interpreted and constructed the affordances of digital information technologies. It looks at how related efforts to predict and influence consumer habits and to package and sell audience attention helped orchestrate the marriage of behavioral science and big-data analytics that defines digital marketing today. My research shows how advertising and commercial media industries rebuilt their information infrastructures around electronic data processing, networked computing, and elaborate forms of quantitative analysis, beginning in the 1950s. Advertisers, agencies, and media companies accommodated their activities to increasingly calculated ways of thinking about consumers and audiences, and to more statistical and computational forms of judgement. Responding to existing priorities and challenges, and to perceived opportunities to move closer to underlying ambitions, a variety of actors envisioned the future of marketing and media through a set of possibilities that became central to the commercialization of digital communications. People involved in the television business today use the term “advanced advertising” to describe a set of abilities at the heart of internet and mobile marketing: programmability (automation), addressability (personalization), shoppability (interactive commerce), and accountability (measurement and analytics). In contrast to the perception that these are unique elements of a “new” digital media environment that emerged in the mid-1990s, I find that these themes appear conspicuously in designs for using and shaping information technologies over the course of the past six decades. I use these potential abilities as entry points for analyzing a broader shift in advertising and commercial media that began well before the popular arrival of the internet. Across the second half of the twentieth century, the advertising industry, a major cultural and economic institution, was reconstructed around the goal of expanding its abilities to account for and calculate more of social and personal life. This transformation sits at an intersection where the processing of data, the processing of commerce, and the processing of culture collide

COMMODITY AUDIENCE, COMMODITY EVERYTHING: INTERROGATING T-COMMERCE IN THE UNITED STATES CABLE INDUSTRY

This thesis is a theoretical and historical investigation of interactive television commerce (t-commerce). T-commerce lets viewers buy the commodities appearing in advertisements and program content. Additionally, t-commerce utilizes advanced advertising formats that target consumers precisely with customized advertisements. This thesis is grounded in theories of the audience commodity. It is argued that t-commerce is consistent with the historical trajectory of advertiser-supported television in which profits are generated by producing audiences of consumers. The business of commercial television has always been structured to produce consumers as economic and social products. The linchpin of their value as commodities is their capacity to consume. T- commerce increases the value of audiences of consumers by situating viewers in a marketplace that exhorts impulse buying and monitors consumption-related behaviour

Integration of Multisensorial Stimuli and Multimodal Interaction in a Hybrid 3DTV System

This article proposes the integration of multisensorial stimuli and multimodal interaction components into a sports multimedia asset under two dimensions: immersion and interaction. The first dimension comprises a binaural audio system and a set of sensory effects synchronized with the audiovisual content, whereas the second explores interaction through the insertion of interactive 3D objects into the main screen and on-demand presentation of additional information in a second touchscreen. We present an end-to-end solution integrating these components into a hybrid (internet-broadcast) television system using current 3DTV standards. Results from an experimental study analyzing the perceived quality of these stimuli and their influence on the Quality of Experience are presented

Ethics and Design in the Brazilian Context

Often driven by practical and immediate requirements, more and more people are incorporating technology into a variety of aspects of their lives, often without reflecting on the consequences of using them. On the other hand, studies on interactive system development that lead to behavioral change have been gaining ground on the agenda of large HCI conferences. This movement brings to the forefront the fundamental issues of ethics in design and technology use. A designer’s intentions, when directing certain actions or behaviors, are not always explicit or desired by the stakeholders affected by the use of the technology. Systems that induce an undesired purchase, or even those that use conditioning strategies to cause a behavioral change are examples of such intentions. The challenge proposed is therefore about the relationship between design and personal freedom in a way that these technology users do not become victims, either passively or submissively, of the effects of its use. This advance allows for the redefinition of the relationship between man and technology, and the application of new forms of designing and developing interactive systems that take into account the ethical aspects of this relationship

Impulse purchase in iTV advertising: A conceptual model of gap analysis

Numerous studies have been carried out to find out the factor of impulse purchase components in different environment such as on website, mobile, traditional retail store and traditional television. However, those studies are not dedicated to design models to increase impulse purchase on iTV advertising.Therefore, an analysis involving five existing models of website advertising environment, three models on traditional television advertising and four models from iTV advertising were carried out. It is revealed that the conceptual design models of iTV advertising that specifically focus on impulse purchase is highly scarce, suggesting a gap that ought to be looked into

Screen real estate ownership based mechanism for negotiating advertisement display

As popularity of online video grows, a number of models of advertising are emerging. It is typically the brokers – usually the operators of websites – who maintain the balance between content and advertising. Existing approaches focus primarily on personalizing advertisements for viewer segments, with minimal decision-making capacity for individual viewers. We take a resource ownership view on this problem. We view consumers’ attention space, which can be abstracted as a display screen for an engaged viewer, as precious resource owned by the viewer. Viewers pay for the content they wish to view in dollars, as well as in terms of their attention. Specifically, advertisers may make partial payment for a viewer’s content, in return for receiving the viewer’s attention to their advertising. Our approach, named “FlexAdSense”, is based on CyberOrgs model, which encapsulates distributed owned resources for multi-agent computations. We build a market of viewers’ attention space in which advertisers can trade, just as viewers can trade in a market of content. We have developed key mechanisms to give viewers flexible control over the display of advertisements in real time. Specific policies needed for automated negotiations can be plugged-in. This approach relaxes the exclusivity of the relationship between advertisers and brokers, and empowers viewers, enhancing their viewing experience. This thesis presents the rationale, design, implementation, and evaluation of FlexAdSense. Feature comparison with existing advertising mechanisms shows how FlexAdSense enables viewers to control with fine-grained flexibility. Experimental results demonstrate the scalability of the approach, as the number of viewers increases. A preliminary analysis of user overhead illustrates minimal attention overhead for viewers as they customize their policies

Parametric media: A strategic market analysis and marketing plan for a digital signage, interactive kiosk and content company

This project had two major objectives. The first objective was to conduct a strategic market analysis to serve as the backbone and roadmap for the marketing plan. The second objective was to create a strategic marketing plan to address Parametric Media\u27s strategic marketing and business goals and objectives. This project was designed to fullfill the company\u27s marketing needs. To do so, the author examined the digital signage industry, in order to understand what similar companies have done in the past, explored how consumer-based companies have deployed digital signage systems, and presented statistics and trends within the digital signage industry. The author also offers a brief background on the development of the retail grocery industry and how digital signage and interactive kiosks fit in grocery stores and supermarkets

Parametric media: A strategic market analysis and marketing plan for a digital signage, interactive kiosk and content company

This project had two major objectives. The first objective was to conduct a strategic market analysis to serve as the backbone and roadmap for the marketing plan. The second objective was to create a strategic marketing plan to address Parametric Media\u27s strategic marketing and business goals and objectives. This project was designed to fullfill the company\u27s marketing needs. To do so, the author examined the digital signage industry, in order to understand what similar companies have done in the past, explored how consumer-based companies have deployed digital signage systems, and presented statistics and trends within the digital signage industry. The author also offers a brief background on the development of the retail grocery industry and how digital signage and interactive kiosks fit in grocery stores and supermarkets

Using Interactive Video Technology for the Development of Game-Based Learning

[[abstract]]Interactive video technologies are developed for providing interactions for users to get better interactivity in watching TV programs. Since receiving TV programs is a common affair for general users, many systems with interactive TV technologies are implemented for educational or commercial purposes. Learning by playing game is a hot topic in current distance learning systems. Most of game-based learning systems designed by computer programmers and domain experts. Generating interactive game courses is hard for content providers since they are not computer experts. The interactive game authoring tool proposed in this paper provides a friendly interface to help the users to create their educational games easily. The students will be attracted in such learning platform with entertaining elements.[[conferencetype]]國際[[conferencedate]]20070910~20070914[[conferencelocation]]Xian, Chin

Immersive Learning Environment with Integrated Interactive Video and Ubiquitous Technologies

100學年度沈俊毅升等參考著作[[abstract]]Information technology is an integral part of daily life in many domains, including communication, computing, entertainment, and education. However, despite its pervasiveness, digitalization in various purposes and application in many human-based activities, it still plays the role of assisting and supporting people in manipulating and acquiring information. This study developed a ubiquitous learning environment based on the connection between digital and physical information. By using mobile learning technologies, including interactive video-based multimedia technology, GPS, GIS, and the electronic map service, learners can perform location-aware learning activities and experience corresponding appearances regarding a particular location. Accordingly learners can acquire new knowledge by participating in location-aware learning activities. We also demonstrate a ubiquitous learning activity of introducing the history of Tamkang University, Taiwan, and assess the effectiveness of the proposed ubiquitous learning environment.[[journaltype]]國外[[incitationindex]]EI[[booktype]]紙本[[countrycodes]]KO