Geoadvertising and the use of geosocial data for targeted marketing are receiving tremendous interest from a wide spectrum of companies and organizations. With the advent of smartphones and online social networks, a multi-billion dollar industry that utilizes geosocial data for advertising and marketing has emerged.
Geospatial user data such as geotagged social media posts, GPS traces, data from cellular antennas and WiFi access points are used on a wide scale to directly access people for advertising, recommendations, marketing, and group purchases. This requires technologies to collect, store, analyze and use the data. It also raises issues of privacy, adequacy (avoiding ads in improper places) and preventing misconduct among others.
There is a large gap at present between the enormous interest of companies, advertising agencies and advertisers in geoadvertising on the one hand, and the limited amount of work in this area by the research community on the other. The goal of this workshop is to bring together people from across the research community and from industry, to discuss various aspects of geoadvertising and the use of geosocial data, to deliver content to people in a targeted yet responsible way.
Suggested related topics include but are not limited to the following:
- – Geoadvertising and the use of location data to match people to relevant ads and content.
- – Geotargeting to deliver content to a user based on her or his geographic location.
- – Geomarketing by incorporating location intelligence, to improve the odds of a particular message reaching the right consumer at the right time.
- – Using geofilters (that add filter overlays to pictures), virtual reality and augmented reality in geoadvertising.
- – Measuring the effect of billboards and the exposure of people to stationary advertisements.
- – Studies of the use of location-based social networks for arranging purchase groups.
- – The management and use of location data to learn about intrests and preferences of users.
- – Privacy protection and prevention of inadequacy or misconduct in geoadvertising.
- – Location-based restrictions on content delivery (e.g., prevent improper advertising in schools).
- – Measuring the effect of campaigns based on geosocial data.
- – Any other study that shows how location data, and geosocial data in particular, can be used to improve content delivery to people in a responsible manner.