The case study project ‘Context-Sensitive Advertising for the European Capital of Culture 2010’ was carried out in the context of an interdisciplinary course at the University of Duisburg-Essen in winter term 2008/09. The project aimed to solve the problem of unpersonal and static advertising, causing high cost for advertisers and irritated customers. Additionally, it wanted to provide visitors of Essen - the european capital of culture 2010 - helpful information for planning their journey.
The current situation in advertising is that adverts are largely static and unpersonalized such as billboards on walls, stickers in and on public service vehicles and showcases. An analysis of the targeted audience’s behaviour is required to ﬁnd the best places and media for getting the best reward from marketing activities.
Context-sensitive advertising deals with the problem of static adverts for a heterogeneous audience and oﬀers a way to analyze an individual customer’s behaviour in order to choose the best ﬁtting advertisements.
The project aimed to solve the problem of ﬂooding people with unwanted adverts and high advertising costs for the advertisers due to massive advert spreading throughout the city area with only limited return on investment. It has been installed as an interdisciplinary cooperation of three chairs of the University of Duisburg-Essen - the chair of Pervasive Computing and User Interface Engineering lead by professor Albrecht Schmidt, the chair of Speciﬁcation of Software Systems lead by professor Michal Goedicke and the chair of Marketing lead by professor Hendrik Schröder.