The Power of Mobile Sensors

in Rich Media Mobile Advertising

COST FP1104: New possibilities for print media and packaging
- combining print with digital

4th November, 2013. Ljubljana, Slovenia

Who is this guy?
About me

  • PhD Candidate at the University of Ljubljana
  • Research & Development at…

… offers tools for rich media ad creation, mobile ad serving, and analytics.

Is used by big media portals, premium publishers and application providers, as CNN, BBC, Yahoo, Walt Disney, Rovio - Angry Birds, Pandora and others),

big publishing networks (Google, Jumptap, Mobile Theory, Microsoft Advertising, Amazon)

and agencies, who represent global brands, such as Mars, Coca-Cola, Adidas, H&M, Sony, Waren Bros and Paramount.

Celtra AdCreator

…is the most widely used platform for mobile rich media advertising.


Build one ad and run it across multiple certified ad networks and publishers.

… and this is what our clients made with it:

… see more awesomeness at

… see more awesomeness at

… see more awesomeness at

… see more awesomeness at

Celtra Dashboard

While (and after) ads are served (live), we offer real-time analytics:

Mobile Capabilities


  • Accelerometer/gyroscope,
  • Magnetometer,
  • Locationing,
  • Ambient light & temperature,
  • Air pressure,
  • Camera,
  • Proximity,
  • Humidity,
  • Force sensitivity

Hardware access:

  • Vibration API
  • Screen Orientation
  • Geolocation API
  • Mouse Lock API
  • Open WebApps
  • Network Information API
  • Battery Status API
  • Alarm API
  • Push Notifications API
  • WebFM API / FMRadio
  • WebPayment
  • IndexedDB
  • Ambient light sensor
  • Proximity sensor
  • Notification
  • WebNFC
  • Spellcheck API
  • Camera API

Using WebAPIs to make the web layer more capable


  • GPS satellites,
  • GSM/CDMA cell tower IDs,
  • * WiFi based,
  • * RFID,
  • * NFC,
  • * Ultrasound,
  • * IR.

  • * can be used for indoor locationing.

Geolocation API

Finding out where the user is at the moment
– needs to be approved by the user to share this.

navigator.geolocation.getCurrentPosition(function (position) {
    // do something



Google Maps

Other possibilities:

  • Indoor GEO
  • Geo-aware notifications
  • etc.

Accelerometer, Gyroscope

…offering device orientation

acceleration as three values (x, y, z axes) in m/s2
acceleration as three values (x, y, z axes) in radian/s2

Use cases:

  • Games,
  • Motion control applications,
  • Directions,
  • Sport activities.



  • Shake to refresh,
  • adjustable font-size based on users activity,
  • mobile dance instructor?


Heart Rate Monitor

MIT camera

MIT researchers measure your pulse, detect heart abnormalities with smartphone camera


Ambient Light

… returned value in LX

window.addEventListener('devicelight', function(event) {
    // do something
< 400
400 - 1000
office lightning
> 1000
sunny outdoors


  • Reduce eyestrain,
  • save smartphone battery by optimizing brightness.

Environment sensors

  • Ambient Air temperature,
  • Ambient Air Pressure,
  • Ambient relative humidity,
  • Illuminance

Android API Guide: Environment Sensors


  • Hiking & outdoor sports,
  • indoor living improvements,
  • barometer & altimeter apps.


The distance of a nearby physical object using the proximity sensor of a device.

window.addEventListener('userproximity', function(event) {
    // do something

window.addEventListener('deviceproximity', function(event) {
    // do something


  • Peer-to-peer connection with nearby devices,
  • Multiplayer games,
  • Content sharing.


  • Authentication,
  • faster payments,
  • using fingers as shortcuts.

External sensors

Examples of sensing devices advanting with the ease of mobile phones


Cube Sensors

Other possible sensors?

  • Force Sensors to expand touch gestures
  • Radiation,
  • Air Quality,
  • Alcohol,
  • Glucose,
  • Breath Analysis,
  • etc.
“What differentiates the best apps (solutions) from mediocrity is that they immediately took the advantage of the new device capabilities: cameras, GEO-location, etc.”

Thank you!

Robert Sedovšek