5th International Workshop on Pervasive Advertising (PerAd5)

In conjunction with Pervasive 2012, 19 June 2012, Newcastle, UK

Submission Deadline: March 9, 2012 March 16, 2012 (Extended)

At the focus of this workshop we are interested in novel applications of
pervasive computing technologies for advertising purposes. Pervasive
Advertising is finally gaining importance at a rapidly accelerating pace
also outside of research labs, and policy makers, industrial players, and
citizen have difficulty in keeping up. The success of this workshop series
in exploring and structuring the field has recently been demonstrated by
the book on Pervasive Advertising that has been co-authored by leading
researchers of the community. The exponential developments identified in
the book keep pushing the field forward, and we believe it is crucial to
continue the workshop series as a venue for recent developments.

The overall topic of the workshop is the application of Pervasive
Computing technologies for advertising purposes. This topic is of
particular interest at this time because advertising is considered by
multiple researchers as one main business models for pervasive computing.
The market is rapidly growing, and major companies (Apple iAd, JCDecaux,
Wall, ClearChannel, Google etc.) are invested in pervasive advertising
projects. The main hindrance today is that advertisers lack the
technological skills, and pervasive computing researchers and
practitioners lack the advertising knowledge and experience. Furthermore,
these groups rarely talk to each other.

We believe that currently we stand at a crossroads between well-done
pervasive advertising, where entrepreneurs and customers interests are
equally valued (where many people can be both at the same time), and
high-quality advertising is calm, but provides great experiences and fun,
while respecting privacy, and badly-done pervasive advertising, where
entrepreneurs and customers fight each other, and low-quality pervasive
advertising spies on customers and annoys them.

Based on the success of previous workshops we envision to continue and
further establish the workshop series as a prime venue bringing together
people from academia and practice, hence driving forward research in the
field of Pervasive Advertising. We believe that our research community has
a responsibility to contribute towards a joint understanding of how
pervasive advertising of the future will look like. To this end, this
workshop looks at the future of advertising from the perspective of
pervasive computing. It aims to provide a foundational structure for the
field and will attempt to sketch a roadmap for further research and
deployment challenges in this domain. As the field is maturing and the
main questions have been defined, we will provide space for group work
focusing on the current issues in the field of pervasive advertising.

We hence invite papers that address any relevant issues, focused on but
not limited to
* Digital Signage Advertising
* Mobile Advertising
* Calm vs. Engaging Advertising
* Lessons from Deployments
* Audience Measurement and Personalization
* Economic Key Performance Indicators (KPI)
* Location and context-based advertising
* Tracking technologies for advertising (GPS, RFID, GSM, Bluetooth,
sensors, vision)
* Techniques for assessing sensor data
* Advertising in electronic news papers and e-books
* Mixing content with advertisement
* New pervasive computing technologies that are applicable to advertising
* Dealing with limited attention (SPAM prevention in the real world)
* Privacy and pervasive advertisements
* Technologies: Smart home, RFID, ubiquitous payments and value transfer,
location and context awareness, agents.
* Legal: intellectual property protection, access to intellectual
property, privacy protection, ownership of personal data.
* Social: effects on structures, emergent social practices, effects on
roles within social organization units.
* Economics: pricing of ubiquitous services, valuation of goodwill and
information goods, fair pricing for personal data and privacy.
* Business: ubiquitous business models, supply chain management and
optimization, industrial design, process design, ubiquitous product
development, customer relationship management.
* Experience design: appliances, architecture and building, ubiquitous
commerce spaces.

We ask potential attendees to submit position papers describing how their
research relates to the particular focus on the workshop. Position papers
should also include a description of ongoing research, results obtained,
experience gathered, new ideas, future projects or questions on topics
related to pervasive advertising and shopping. All submissions will be
peer-reviewed by at least 3 top researchers and practitioners in the

More information can be found at

All position papers must be submitted via email to Florian Alt:

Papers should be no longer than 10 pages. All papers must be submitted in
PDF in Springer LNCS format. At least one author for each accepted paper
is expected to attend the workshop.

Accepted papers will be published in the Workshop Proceedings of Pervasive
2012 and on the workshop website. Selected papers from the workshop may be
considered for expansion and inclusion in a special issue of Personal and
Ubiquitous Computing (PUC).

March 9, 2012: Deadline for electronic submission
April 2, 2012: Author Notification
April 20, 2012: Submission of camera-ready
June 19, 2012: Workshop at Newcastle, UK

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