中大機構典藏-NCU Institutional Repository-提供博碩士論文、考古題、期刊論文、研究計畫等下載:Item 987654321/63007
English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 75369/75369 (100%)
造访人次 : 25537725      在线人数 : 388
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: http://ir.lib.ncu.edu.tw/handle/987654321/63007


    题名: 行動廣告平台:植基於環境、內容與使用者導向的廣告配置研究;Mobile Advertising: Triple-win of advertisers, users and telecommunication
    作者: 張嘉惠
    贡献者: 國立中央大學資訊工程系
    关键词: 資訊科學;軟體
    日期: 2013-12-01
    上传时间: 2014-03-17 14:16:38 (UTC+8)
    出版者: 行政院國家科學委員會
    摘要: 研究期間:10208~10307;Mobile devices (e.g. smart phone, PDAs, vehicle phone, and e-books) are becoming more and more popular. According to the report of International Telecommunication Union (ITU), mobile cellular subscriptions have reached an estimated 5.3 billion (over 70 percent of the world population) at the end of 2010. However, mobile broadband subscriptions are only 940 million (less than 20 percent of the mobile subscriptions). Part of the reasons is due to the high payments requirement for broadband subscriptions. Similarly, VAS (Value-Added Services) is deeply influenced by prices. There are about 75% customers who will consider prices rather than interest to choose VAS. On the other hand, US mobile ad spend will exceed US$1 billion in 2011 according to emarketer.com. Therefore, we propose a framework for mobile advertising, where the three parties: telecommunication, advertisers, and subscribers could benefit from each other. Our idea is that telecommunication providers run the Ad platform to attract investments from advertisers. Subscribers read promotional advertisements that are sent to subscribers’mobile phones to get discount payment of mobile Internet accessing from telecommunication providers. While the advertisers register promotional ads, they pay a reasonable price to telecommunication providers. Subscribers who get discount prices of mobile Internet accessing from telecommunication also get interesting ads and coupons. The possible commercial activities bring revenues to advertisers. As a result, this framework is a triple-win for telecommunication, advertisers and subscribers. However, how to deliver appropriate ads at the right time and right place to the right subscriber is the challenge for the ad framework. The three key issues: (1) How do we show the ads in subscribers’mobile phone? (2) When should we show the ads to ensure subscribers will read ads without disrupting them? (3) What kind of ads should we deliver to the subscribers? On one hand, we need to ensure users will read the ads on their mobile devices; on the other hand, the ads can not disturb the users too much. One possibility is to embed the ads in particular application such as browsers such that users will read the ads while using the applications. This kind of design is appropriate for pricing system based on data transmission amount; however, it is not appropriate for rate plan with unlimited usage. Another possibility is to design a stand-alone application which shows the pushed ads to the users and records the time that a user reads the ads. Such information can then be used the reference for the discount rate to the user. Based on our research in the past two years on contextual advertising, we hope to take location, speed, and transportation mode into consideration in this project.
    關聯: 財團法人國家實驗研究院科技政策研究與資訊中心
    显示于类别:[資訊工程學系] 研究計畫

    文件中的档案:

    档案 描述 大小格式浏览次数
    index.html0KbHTML321检视/开启


    在NCUIR中所有的数据项都受到原著作权保护.

    社群 sharing

    ::: Copyright National Central University. | 國立中央大學圖書館版權所有 | 收藏本站 | 設為首頁 | 最佳瀏覽畫面: 1024*768 | 建站日期:8-24-2009 :::
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 隱私權政策聲明