Dünaamilised Reklaamid Mobiilirakendustele
Files
Date
2015
Authors
Tohver, Jaan
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Tänapäeval on reklaamid lahutamatu osa mobiilirakenduste arendusest. Paljudel juhtudel lasevad reklaamid arendajal oma rakendust kasutajatele tasuta pakkuda. Siiski, reklaamid mobiilirakendustes segavad sageli kasutajat ning sageli muudavad rakenduse kasutamise nii ebamugavaks, et kasutaja otsustab rakenduse kasutamise sootuks lõpetada. Lisaks baseerub reklaamide sisu ebausaldusväärsete algoritmide tulemustel ning ei pruugi kajastada kasutaja tegelikke huve.
Väljapakutud lahendus sellele probleemile on näidata rekandusesisest reklaami kasutajale dünaamilisemal kujul; sellisel moel, et reklaam tunduks nagu osa rakendusest, mitte selle ebameeldiv lisa; ning lasta kasutajatel endil anda tagasisidet selle kohta, millised reklaamid neile huvi pakuvad ning millised mitte.
Hüpoteesi kontrollimiseks arendatakse selline mehhanism Androidi teegi, ning kaasaskäiva serverirakenduse, kujul. Kasutusloona lisatakse see ühele mobiilirakendusele, et demonstreerida sellise lähenemise kasulikkust.
64% rakendust proovinud kasutajatest arvas, et see mehhanism on vähem häiriv kui klassikalised meetodid reklaami näitamiseks. 52% kasutajatest väitis end olevat reklaami sisust rohkem huvitatud.
Need tulemust näitavad, kui ebaefektiivsed on klassikalised reklaamid mobiili-rakendustes ning julgustavad uurima uusi suundi mobiilse reklaami näitamiseks.
Võtmesõnad: Mobiilne, Android, Reklaam, Käeliigutused
Mobile advertising is an inseparable part in today's mobile application development. However, more often than not, in-application advertisements prove to be distracting to the user and, in extreme cases, even degrade the user experience to a point where the user decides to stop using the application. In addition, the content of the advertisements is based on unreliable profiling algorithms and might not reflect the user's actual interests. A proposed solution to this problem is to display in-application advertisements to the user in a more dynamic way, in a way that would feel like the advertisement is part of the application rather than an unwelcome addition, and allowing users themselves to provide feedback on the topics of advertisements they like and dislike. To validate the hypothesis, a mechanism is developed in the form of an Android library and an accompanying server application. As a use case it is integrated into an Android application to demonstrate the feasibility of the proposed approach. According to the results, 64% of the users that tried out the application found this mechanism to be less intrusive than conventional advertising methods. 52% of the users reported being more interested in the advertised product. These results show the ineffectiveness of conventional mobile advertisements and encourage exploring new directions for displaying advertisements in mobile applications. Keywords: Mobile, Android, Advertising, Gestures
Mobile advertising is an inseparable part in today's mobile application development. However, more often than not, in-application advertisements prove to be distracting to the user and, in extreme cases, even degrade the user experience to a point where the user decides to stop using the application. In addition, the content of the advertisements is based on unreliable profiling algorithms and might not reflect the user's actual interests. A proposed solution to this problem is to display in-application advertisements to the user in a more dynamic way, in a way that would feel like the advertisement is part of the application rather than an unwelcome addition, and allowing users themselves to provide feedback on the topics of advertisements they like and dislike. To validate the hypothesis, a mechanism is developed in the form of an Android library and an accompanying server application. As a use case it is integrated into an Android application to demonstrate the feasibility of the proposed approach. According to the results, 64% of the users that tried out the application found this mechanism to be less intrusive than conventional advertising methods. 52% of the users reported being more interested in the advertised product. These results show the ineffectiveness of conventional mobile advertisements and encourage exploring new directions for displaying advertisements in mobile applications. Keywords: Mobile, Android, Advertising, Gestures