A method for implementing digital image AR advertising

Abstract

The present invention relates to a method for implementing digital image AR advertising. The method comprises: identifying a triggering medium through a terminal and converting the triggering medium into a digital image. The digital image is uploaded to a cloud server, which processes the digital image and extracts feature information. The feature information is compared with the advertising identifiers corresponding to all AR advertising files stored on the cloud server for similarity. When the similarity between the feature information and the nth advertising identifier reaches a trigger threshold, where n is a positive number greater than 1, the AR advertising file corresponding to the nth advertising identifier is the advertising file to be played. The cloud server transmits the advertising file to be played to the terminal and displays it on the terminal's display area. The method for implementing digital image AR advertising according to the present invention can increase the display effect of advertising, be more targeted, reduce costs, and provide a better user experience.

Description

Technical Field

[0001] The present invention relates to a method for realizing digital image AR advertising, and belongs to the field of media technology. Background Art

[0002] AR technology has gradually become integrated into the daily lives of ordinary people. The emergence and application of AR technology is rapidly changing the lifestyles of modern people. As an important reflection of the level of social development, the commercial advertising field has also undergone earth-shaking changes with the development of society and technology.

[0003] In recent years, with the rapid development of AR technology, its practical application in commercial advertising has gradually increased. Its excellent advertising communication effects have made it an inevitable trend in the development of commercial advertising. As one of the representative new media technologies, AR technology is a new information medium that integrates real-time interaction, three-dimensional positioning, and the fusion of virtual and real as its main features. It has brought a new sensory experience to the development of commercial advertising. The role and achievements of AR technology in contemporary mainstream commercial advertising communication channels are obvious to all. It has played a certain enlightening role in the development of commercial advertising, aroused strong interest of audiences, enhanced their participation and sense of achievement, and enriched the diversity of designers' advertising creation forms, bringing new physical and mental experiences and sensory enjoyment to audiences.

[0004] In recent years, continuous breakthroughs in network technology and the widespread adoption of mobile internet devices (such as smartphones and connected devices) have provided a suitable communication medium for the initial application of AR technology in commercial advertising. Furthermore, the advent of the internet era has provided a powerful driving force for the development of commercial advertising, pushing commercial advertising from traditional media communication to converged media. Converged media advertising has evolved from a one-way, linear, and non-selective communication format to a two-way, omnidirectional, and interactive communication format. It has also shifted from traditional print media commercial advertising to multimedia platforms for cross-media communication and active selection. In this new communication environment, people have become accustomed to the new advertising experiences brought about by emerging technologies, resulting in a high level of psychological acceptance and expectation for new technologies and new things. The application of AR technology in diversified commercial advertising media has emerged, generating significant social response and attracting a significant amount of social resources to research the application of AR advertising. Furthermore, the share of internet digital new media in commercial advertising is rapidly increasing. As an emerging media, AR advertising has gradually become a hot topic of research in commercial advertising.

[0005] The application of AR technology abroad began much earlier than in China. With the rapid development of AR technology in commercial advertising and marketing in recent years, many major international companies have experimented with AR advertising tailored to their product characteristics. For example, Coca-Cola, IKEA, Fiat, Google, Lynx, and Häagen-Dazs have all adopted AR advertising systems to promote their products and services. Currently, due to technical limitations and the limited availability of specialized AR smart devices, AR advertising abroad primarily relies on interactive AR devices provided by smart mobile devices and marketing campaigns. AR advertising based on smart mobile devices is currently the mainstream form of AR advertising, primarily for two reasons: first, mobile phones and smart devices already meet the basic requirements for AR advertising and are portable, free from time and space constraints; second, mobile phones and smart mobile devices have become extremely popular in today's society, becoming an integral part of daily life and laying the foundation for the widespread dissemination of AR advertising. The following analysis examines three representative AR advertising cases using smart mobile devices: Coca-Cola, IKEA, and Hagenda. In 2013, Coca-Cola UK partnered with Spotify, reimagining the Coca-Cola can packaging as a music player. Users simply downloaded and installed an AR app on their phone and scanned the bottle, transforming the otherwise plain can into a music player, playing the top 50 English songs in the UK at the time. Coca-Cola's AR advertising format combined AR advertising with gamified content, giving the can packaging a new performance dimension. Through human-computer interaction, it provided audiences with a playful, audio-visual experience. In 2017, leveraging Apple's ARKit platform, IKEA officially launched its IKEA furniture shopping app, IKEA Place. Initially, the app featured over 2,000 digitally rendered sofas, coffee tables, armchairs, and other furniture items to facilitate consumer selection. Users access IKEA Place through the ARKit platform, scan their interior using a phone or tablet, and adjust the size of the digitally rendered furniture to suit their space. This accurately and realistically overlays the digitally rendered furniture onto the real world, creating a truly immersive experience. IKEA's product marketing approach is based on functional applications. Through AR technology's real-time interaction and integration of virtual and real, users can visualize how furniture will look in their homes, helping them choose the most suitable and desirable furniture. The app is only available for Apple devices running ISO11 or higher.AR advertising cases based on commercial AR devices are often used in on-site, focused commercial marketing campaigns and public advertising. This is primarily because these applications often utilize large AR-enabled displays. With specialized processors and larger displays, they can achieve a near-one-to-one fusion of virtual information and portions of the real environment, resulting in a more realistic experience than mobile smart devices. Context-triggered AR advertising often leverages these technologies. To highlight the irresistible scent of its fragrance, British company Lynx used AR technology to launch a campaign for its "Angel Ambush" fragrance at London Victoria Station. Passersby standing within a marked area on the floor and looking up at the large screen in front of them could see themselves standing alongside an angel "descending from heaven," creating a heavenly and surprising experience. The campaign attracted a large crowd, who took out their phones to take photos with the "angels" and share them. Axle's AR advertising format leverages live commercial marketing to innovatively present its own brand advertising through an AR advertising system. This allows viewers to experience the company's intended advertising message through a surprising interactive experience. A similar application also appeared in a 2011 ad celebrating Disney's Mickey Mouse's 83rd birthday. Classic Disney characters like Mickey Mouse, Donald Duck, and Snow White were displayed on the streets of Manhattan, New York City. Passersby standing within AR markers could see themselves interacting with the characters on screen. This campaign, based on the anniversary of the birth of Disney's classic Mickey Mouse, used AR technology to bring the childhood characters to life in a real-life setting. Many passersby actively interacted with the characters, imitating them with exaggerated poses. Later, during the 2018 FIFA World Cup in Russia, Coca-Cola Switzerland used AR technology to launch a marketing campaign featuring Swiss star striker Xherdan Shaqiri playing soccer at Zurich's main train station. Participants received special skills training from Shaqiri and competed in a juggling match. Afterward, they took photos with Shaqiri and shared their experiences on social media. The event organizers also prepared a prize draw for each participant. Compared to previous AR ads, this Coca-Cola Switzerland AR campaign offers a deeper, more intelligent interactive experience, and the image of Xherdan Shaqiri is even more realistic.AR advertising is based on the application of more professional AR equipment provided by merchants. Compared with mobile terminals, its advantages are more realistic interactive experience and more popular on-site experience atmosphere. At the same time, it is inevitable that this form of on-site experience advertising is difficult to break through the major disadvantage of spatial limitations. Although the audience participating in the event actively and spontaneously share and spread the content and experience of the event, the rest of the audience can only quench their thirst by looking at the plums and cannot feel the immersive experience.

[0006] Therefore, through the application of AR technology in commercial advertising both domestically and internationally, it can be seen that AR advertising has been tried to some extent abroad. However, the user experience and effectiveness of current AR advertising are relatively poor and limited. In existing practical application cases, each application form has its own unresolved drawbacks, which is the undeniable current status of AR advertising in both domestic and international applications. Summary of the Invention

[0007] In view of the shortcomings of the existing technology, the present invention provides a method for implementing digital image AR advertising. The specific technical solution is as follows:

[0008] A method for implementing digital image AR advertising, comprising the following steps:

[0009] The terminal identifies the triggering media and converts the triggering media into a digital image. The digital image is uploaded to the cloud server. The cloud server processes the digital image and extracts feature information. The feature information is compared with the advertising identifiers corresponding to all AR advertising files stored in the cloud server. When the similarity between the feature information and the nth advertising identifier reaches the trigger threshold, n is a positive number greater than 1, and the AR advertising file corresponding to the nth advertising identifier is the advertising file to be played. The cloud server transmits the advertising file to be played to the terminal and displays it in the display area of ​​the terminal.

[0010] As an improvement to the above technical solution, when a user uses a terminal to watch an image / video, the spatial volume corresponding to the display area of ​​the terminal observed by the user is V s The space volume of the advertisement file to be played in the terminal display area observed by the user is V g , a=V g / V s ;

[0011] When the display area of ​​the terminal is divided into one column, the advertisement file to be played is displayed in the full field of view of the display area of ​​the terminal, a=1;

[0012] When the display area of ​​the terminal is divided into two columns, the advertisement file to be played is displayed in half the field of view in the display area of ​​the terminal, 0.5≤a<1;

[0013] When the display area of ​​the terminal is divided into x columns, x is a positive number greater than 2, the advertisement file to be played is displayed in a small field of view in the display area of ​​the terminal, and 0.37≤a<0.5.

[0014] As an improvement of the above technical solution, when the display area of ​​the terminal is divided into x columns or two columns, x is a positive number greater than 2, the advertisement file to be played in the display area of ​​the terminal is the advertisement playback column, and the remaining area is the non-advertisement playback area. The user performs leisure activities in the non-advertisement playback area and manually closes the non-advertisement playback area.

[0015] As an improvement to the above technical solution, when the display area of ​​the terminal is divided into a column, the advertisement file to be played is displayed in the full field of view in the display area of ​​the terminal, and there is no non-advertisement playing area.

[0016] As an improvement of the above technical solution, the leisure behavior includes at least one of reading, playing games, watching videos, and viewing pictures.

[0017] As an improvement of the above technical solution, the triggering medium includes at least one of a picture, a QR code, a 3D code, and geographic location information.

[0018] As an improvement of the above technical solution, the terminal is at least one of a mobile phone, a tablet computer, AR glasses, and an AR helmet.

[0019] As an improvement to the above technical solution, if the trigger medium is an image, the feature value of the image is extracted using the variation edge detection algorithm. The specific steps are as follows:

[0020] Step S1, smoothing the image using a Gaussian filter;

[0021] Step S2, using finite differences of first-order partial derivatives to calculate the magnitude and direction of the gradient;

[0022] Step S3, performing non-maximum suppression on the gradient amplitude;

[0023] Step S4: detecting and connecting edges using a dual threshold algorithm;

[0024] Step S5: perform rectangular cropping on the image after connecting the edges, fold the image along the diagonal lines of the rectangle, and hollow out the overlapping content caused by the folding.

[0025] Beneficial effects of the present invention:

[0026] The application of digital images in AR technology allows for targeted advertising, using AR technology to push specific advertising content or advertisements from nearby businesses to customers. This not only increases the effectiveness of advertising, but also offers greater targeting, lower costs, and a better user experience than traditional advertising, such as on television. This invention addresses the shortcomings of existing advertising methods, which lack user appeal and motivation to watch or share ads, by developing appropriate settings based on user age groups. BRIEF DESCRIPTION OF THE DRAWINGS

[0027] Figure 1 This is a graph showing the relationship between the proportion of very dissatisfied users and their age groups in the satisfaction test experiment. DETAILED DESCRIPTION

[0028] In order to make the purpose, technical solutions and advantages of the present invention more clearly understood, the present invention will be further described in detail below with reference to the accompanying drawings and embodiments. It should be understood that the specific embodiments described herein are only used to explain the present invention and are not intended to limit the present invention.

[0029] Example 1

[0030] The method for implementing digital image AR advertising includes the following steps:

[0031] The terminal identifies the triggering media and converts the triggering media into a digital image. The digital image is uploaded to the cloud server. The cloud server processes the digital image and extracts feature information. The feature information is compared with the advertising identifiers corresponding to all AR advertising files stored in the cloud server. When the similarity between the feature information and the nth advertising identifier reaches the trigger threshold, n is a positive number greater than 1, and the AR advertising file corresponding to the nth advertising identifier is the advertising file to be played. The cloud server transmits the advertising file to be played to the terminal and displays it in the display area of ​​the terminal.

[0032] The triggering medium includes at least one of a picture, a QR code, a 3D code, and geographic location information.

[0033] The terminal is at least one of a mobile phone, a tablet computer, AR glasses, and an AR helmet.

[0034] Application scenario: The user carries AR glasses and converts the specific tag contained in the QR code into a digital image by scanning the QR code. The digital image is uploaded to the cloud server. The cloud server processes the digital image and extracts feature information. The feature information is compared with the advertising logo corresponding to all AR advertising files stored in the cloud server. When the similarity between the feature information and the 11th advertising logo reaches the trigger threshold, the AR advertising file corresponding to the 11th advertising logo is the advertising file to be played. The cloud server transmits the advertising file to be played to the AR glasses and displays it in the display area of ​​the AR glasses.

[0035] Among them, the information of the QR code is more accurate and has a higher recognition rate than that of the picture. Compared with the QR code, the 3D code adds visual attributes on the basis of the QR code. Compared with the QR code, the 3D code has a larger information capacity, the same ease of recognition and better security. The encoding method is to first compile the text into a string of binary digits, and then through a specific algorithm and combined with the overall color content of the picture, the binary digit string and the image information are encoded into a set of arrays that can be interpreted by specific rules. In addition to being readable by machine equipment, the image array can also obtain part or even all of the text information by human eye recognition alone. In addition to retaining all the content information of the QR code, the 3D code is easier to be recognized, so the 3D code is preferred in this embodiment.

[0036] If the trigger medium is an image, the image needs to be processed and feature values ​​extracted using an edge detection algorithm. The specific steps are as follows:

[0037] Step S1, smoothing the image using a Gaussian filter;

[0038] Step S2, using finite differences of first-order partial derivatives to calculate the magnitude and direction of the gradient;

[0039] Step S3, performing non-maximum suppression on the gradient amplitude;

[0040] Step S4: detecting and connecting edges using a dual threshold algorithm;

[0041] Step S5: perform rectangular cropping on the image after connecting the edges, fold the image along the diagonal lines of the rectangle, and hollow out the overlapping content caused by the folding.

[0042] With non-maximum suppression, simply obtaining the global gradient is not enough to determine the edge. Therefore, in order to determine the edge, the point with the largest local gradient must be retained while suppressing the non-maximum value.

[0043] Use the dual threshold algorithm to detect and connect edges. Apply two thresholds, th1 and th2, to the non-maximum suppressed image. The relationship between the two is th1 = 0.4th2. We set the grayscale value of pixels with gradient values ​​less than th1 to 0, and obtain image 1. Then set the grayscale value of pixels with gradient values ​​less than th2 to 0, and obtain image 2. Since the threshold of image 2 is higher, most of the noise is removed, but at the same time, useful edge information is lost. The threshold of image 1 is lower, retaining more information. We can use image 2 as the basis and image 1 as a supplement to connect the edges of the image.

[0044] Without step S5, the image after edge concatenation would retain too many edge feature points, resulting in a frame of image feature points exceeding 1028*1028, significantly impacting system robustness. However, after processing in step S5, the feature points per frame of image can be reduced to 413*531, a decrease of over 50%, which improves the robustness of the control system.

[0045] The terminal's built-in positioning module obtains the terminal's geographical location information. The content of the advertisement file to be played and displayed in the terminal's display area includes text, graphics, animation, or video, such as audio, video, or animation of a product guide, and information such as recent product promotions.

[0046] Example 2

[0047] Based on Example 1, when a user uses a terminal to watch an image / video, the spatial volume corresponding to the display area of ​​the terminal observed by the user is V s The space volume of the advertisement file to be played in the terminal display area observed by the user is V g , a=V g / V s ;

[0048] When the display area of ​​the terminal is divided into one column, the advertisement file to be played is displayed in the full field of view of the display area of ​​the terminal, a=1;

[0049] When the display area of ​​the terminal is divided into two columns, the advertisement file to be played is displayed in half the field of view in the display area of ​​the terminal, 0.5≤a<1;

[0050] When the display area of ​​the terminal is divided into x columns, x is a positive number greater than 2, the advertisement file to be played is displayed in a small field of view in the display area of ​​the terminal, and 0.37≤a<0.5.

[0051] When the display area of ​​the terminal is divided into x columns or two columns, where x is a positive number greater than 2, the display area of ​​the terminal containing the advertisement file to be played is the advertisement playback column, and the remaining area is the non-advertisement playback area. The user can engage in leisure activities in the non-advertisement playback area and manually close the non-advertisement playback area. The leisure activities include at least one of reading, gaming, watching videos, and viewing pictures.

[0052] When the display area of ​​the terminal is divided into a column, the advertisement file to be played is displayed in the full field of view of the display area of ​​the terminal, and there is no non-advertisement playing area.

[0053] Satisfaction test experiment

[0054] 500 users of different age groups were selected, including 100 people aged 15-20, 100 people aged 21-25, 100 people aged 26-30, 100 people aged 31-40, and 100 people over 40. They wore the terminal described in Example 2 and experienced three 2-minute AR advertisements (the content of the to-be-played advertisement file in Example 1 displayed in the display area of ​​the terminal) by adjusting the three modes of a=1, a=0.6, and a=0.4. The time interval between two adjacent AR advertisements was 20 minutes. A subsequent questionnaire survey was conducted to assist. The survey results were divided into 1-5 levels, with level 1 being very dissatisfied and level 5 being acceptable. The proportion of very dissatisfied users was calculated, and the results were as follows: Figure 1 shown.

[0055] right Figure 1 Analysis shows that among the young audience, more than 89% of users aged 15-40 are very resistant to full-field AR advertising (i.e., a=1), especially users aged 15-20, where the resistance level reaches 99%.

[0056] However, if the display area of ​​the terminal is divided into columns, the resistance to AR ads will decrease regardless of the age group of users. Moreover, the degree of decrease in resistance to AR ads varies for different age groups. For example, when the display area of ​​the terminal is divided into two columns (such as a = 0.6), even in the user's field of view, 60% of the area can observe AR ads, but there is still 40% of the area where users can watch content of interest (such as videos that users want to watch). Therefore, for users aged 15-40, the resistance level is 75%-83%, which is not much different. As users age, the resistance to AR ads is on a downward trend, especially for elderly users (over 40 years old). Their resistance to this setting is only 32%, which can be said to be far higher than other age groups.

[0057] When the terminal's display area is divided into three columns (e.g., a = 0.4), even in the user's field of view, 40% of the area is visible for AR ads, but 60% of the area is visible for content of interest (e.g., videos the user wants to watch). Therefore, for users aged 15-30, their resistance level is 63%-68%, which is not much different. However, as users age, the dissatisfaction rate among those aged 31-40 is 70%, while that among those aged 40 and above drops to 63%. Analysis of the survey report suggests the following reasons: the three-column setting is relatively complex, which can easily cause eye fatigue and a poor user experience; in addition, the three-column setting affects information retrieval for some age groups, while older users (over 40) are generally more receptive and more tolerant.

[0058] In summary, in order to balance the commercial benefits brought by advertising and user satisfaction, for users aged 15-25, the display area of ​​the terminal is divided into three columns; for users aged 26-30, the display area of ​​the terminal is divided into two or three columns, preferably three columns; for users aged 31-40, the display area of ​​the terminal is divided into two or three columns, preferably two columns; for users aged 40 and above, the display area of ​​the terminal is divided into two columns.

[0059] The above description is only a preferred embodiment of the present invention and is not intended to limit the present invention. Any modifications, equivalent substitutions and improvements made within the spirit and principles of the present invention should be included in the scope of protection of the present invention.

Claims

1. A method for implementing digital image AR advertising, characterized in that The following steps are involved: The terminal identifies the triggering medium and converts it into a digital image. The digital image is uploaded to the cloud server, which processes the digital image and extracts feature information. The feature information is then compared with the advertising identifiers corresponding to all AR advertising files stored on the cloud server. When the similarity between the feature information and the nth advertising identifier reaches a trigger threshold, where n is a positive number greater than 1, the AR advertising file corresponding to the nth advertising identifier is the advertisement file to be played. The cloud server transmits the advertisement file to be played to the terminal and displays it on the terminal's display area. When a user uses a terminal to watch images / videos, the spatial volume corresponding to the terminal display area observed by the user is V s The space volume of the advertisement file to be played in the terminal display area observed by the user is V g , a=V g / V s ; When the display area of ​​the terminal is divided into one column, the advertisement file to be played is displayed in the full field of view of the display area of ​​the terminal, a=1; When the display area of ​​the terminal is divided into two columns, the advertisement file to be played is displayed in half the field of view in the display area of ​​the terminal, 0.5≤a<1; When the display area of ​​the terminal is divided into x columns, x is a positive number greater than 2, the advertisement file to be played is displayed in a small field of view in the display area of ​​the terminal, and 0.37≤a<0.5; When the display area of ​​the terminal is divided into x columns or two columns, x is a positive number greater than 2, the display area of ​​the terminal where the advertisement file is to be played is the advertisement play column, and the remaining area is the non-advertisement play area. The user performs leisure activities in the non-advertisement play area and manually closes the non-advertisement play area. When the display area of ​​the terminal is divided into a column, the advertisement file to be played is displayed in the full field of view of the display area of ​​the terminal, and there is no non-advertisement playing area; The trigger medium includes at least one of a picture, a QR code, a 3D code, and geographic location information; If the trigger medium is an image, use the variation edge detection algorithm to extract the image's features. The specific steps are as follows: Step S1, smoothing the image using a Gaussian filter; Step S2, using finite differences of first-order partial derivatives to calculate the magnitude and direction of the gradient; Step S3, performing non-maximum suppression on the gradient amplitude; Step S4: detecting and connecting edges using a dual threshold algorithm; Step S5: perform rectangular cropping on the image after connecting the edges, fold the image along the diagonal lines of the rectangle, and hollow out the overlapping content caused by the folding.

2. The method for implementing digital image AR advertising according to claim 1, characterized in that: The leisure behavior includes at least one of reading, playing games, watching videos, and viewing pictures.

3. The method for implementing digital image AR advertising according to claim 1, characterized in that: The terminal is at least one of a mobile phone, a tablet computer, AR glasses, and an AR helmet.

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