Historic analysis shows that the growth of the Internet as a new medium parallels the development trends of traditional media such as radio, newspaper, and TV; struggle for a new business solution right after their birth, and long-run rapid growth afterward. Currently, the Internet advertising is flourishing and growing faster. The success of the Internet advertising relies on the high effectiveness achieved by communication of consumers with the web because this interactivity makes advertising personal and intimate.

Ubiquitous computing environments deal with consumers at an even more intimate level. Ubiquitous environments that connect objects and people wirelessly make a new revolution in analyzing consumer preference and delivering advertisements. In the field of advertising, ubiquitous environment, however, requires more refined and detailed advertising techniques because consumers also can response to advertisements in real time.

On the whole, ubiquitous environments offer both opportunities and challenges in advertising. They allow the customized advertising in suitable ways to selected customers, but the success of this advertising is dependent on how much advertisers sophisticatedly approach to customers.

 

 

            
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