SEKE 2012 Proceedings - Knowledge Systems Institute

ment task are presented. Following we give a description of
them.
When developing a communication and promotion program,
marketers must take into account [13]:
• The Message of the advertising campaign: all advertisement
must transmit a message to its audience during
a defined time period (duration). This message is
propagated with a specific objective that can be classified
by primary purpose - whether the aim is to inform,
persuade, orremind.
• The Target Audience: it is important for the success of
a marketing campaign, to define for who it will serve.
This can be done by diving the marketing into segments
of customers (Marketing Segmentation). In this
sense, consumers can be grouped and served in various
ways based on Geographic, Demographic, Psychographic,
and Behavioral factors.
The model also contemplates a special kind of device,
the Display, which distinguishes the devices capable of
transmit a message for consumers. Notice yet, that there is
a distinction between the Advertiser and Consumer, which
are both users. This distinction is important to allow application
to measure the audience.
located next to such a display, and the profile of users. In addition,
there must be a treatment of the context of the users,
not only individually, but as a group, where the interests of
individuals no longer prevail in advantage of the interests of
the group.
4.1. Scenario
This case study was carried out in a university where a
series of displays are positioned in strategic points like in
the elevators, library, living room and coffee room. These
displays are used to present cultural programming, to exhibit
news about the university, and delivery ads.
In our scenario, the students were encouraged to fulfill
a form with some personal information related to their profile
and identifying their bluetooth devices. After this, once
their presence is detected, the system processes what ads are
more suitable to the group of students in the vicinity of the
display, and the ads are exhibited, as illustrated in Figure 2.
4. Case Study
Currently, there are environments (e.g., universities, airports
and malls) in which public devices (e.g., LCD televisions)
are positioned at strategic points such as elevators,
hallways and showcases. These devices are used with the
purpose of promoting products and services, although acting
as a form of entertainment to the people who frequent
such environments. This form of ad serving is also known
as Digital Signage.
Although these devices can be able to achieve a lot of
consumers, advertisers have little information from users
who are present in the environment, making difficult the
ads to be more relevant to those users. For example, in a
university is common that things related to education be announced
in these displays. It is also common that classmates
walk together. So, for a group of students of a computer
science course an ad of a product that is related to the
field of dentistry, probably will have no relevance. Hence,
the audience is going to be low.
We believe that the technological resources that enable
this kind of media (i.e., the indoor media) can be improved
so that the advertised products and services can be customized
to adapt to the context of people who are in the
environment. For this, it is necessary to have information
about the context of the users. It is necessary to know the
location of users, because this can help to know “ who” is
Figure 2. Case study scenario: the advertisements
are exhibited according to people in
the vicinity of the display.
4.2. Architecture
The designed architecture is showed in the Figure 3. As
can be noticed in this figure, the architecture is divided into
layers, as follows.
Persistence: in the persistence layer we have the server,
which is used to store both advertisement and user information.
Notice that the description of the stored information
is given by the ontology created in this work.
Information Representation: all the dynamic information
is processed in this layer. This includes the device
context, the user context, and the group context.
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