Ads go mobile: Assessing the opportunities and challenges of personalised ads in a mobile search service

Abstract

Since highly relevant content is linked to click-though rates (CTR) and eventually to an increase in revenue potential, key players in the search industry are devoting resources to profile and exploit the context in which a search is performed. In this paper we present the pilot implementation and evaluation of a mobile operator centric search service that enables the provision of personalised advertising. We have deployed a true ecosystem solution comprised of a mobile federated search platform, a mobile advertiser platform, advertisers and advertising campaigns, and a number of content providers. The attitude towards personalised advertising has been evaluated with 175 ordinary mobile phone subscribers across Norway during the summer of 2008. Advertisements are accepted if relevance is high. Non-utilitarian factors as humour have considerable impact on end-users' acceptance of advertisements, and a personalised approach is welcomed due to its potential to filter undesirable content. Based on our experience in this study, we also discuss technological challenges and strategic opportunities for a mobile operator in this area. © Institute for Computer Sciences, Social-Informatics and Telecommunications Engineering 2010.