MARTINEZ-PABON, Francisco; RAMIREZ-GONZALEZ, Gustavo    CHANTRE-ASTAIZA, Ángela. CONCEPTUAL MODEL FOR PERVASIVE ADVERTISING SUPPORTED ON A SMART TV - SMARTPHONE COOPERATION FRAMEWORK. []. , 24, 1, pp.116-142. ISSN 0124-8170.

Advertising has been one of the most valuable marketing tools for years by means of a massive, wide-ranging and vertical approach between customers and advertisers. However, a new tendency known as pervasive advertising suggests an evolution of the classical concept towards a more interactive, customized, and horizontal environment that seeks to improve the impact and efficiency of conventional advertising. As a result of the support of emerging technologies related to the development of Smartphones and Smart TVs, there are no doubts about pervasive advertising potential and its value as a rich research field. This article introduces a conceptual model, which compiles the most relevant research areas related to pervasive computing applied to advertising supported on a Smart TV - Smartphone cooperation framework.

: pervasive advertising; Smart TV; Smartphone.

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