Hyper-targeting advertising platform device

Abstract

The present invention relates to a hyper-targeting advertising platform device for efficiently providing advertising content for a specific product to a user who intends to purchase the specific product by selecting the advertising content according to a profile of the user. The present invention comprises: a display unit on which advertising content is displayed; a product directing unit which is located adjacent to the display unit and has an area in which a product is exhibited; a touch recognition unit which is arranged in the front of the product directing unit and recognizes a touch position of a user; a user recognition unit which recognizes the characteristics of the user; a communication unit which communicates with a server and receives the advertising content from the server; and a terminal control unit which generates user profile information from information, received from the user recognition unit, about the characteristics of the user, and allows an advertisement for a product corresponding to the touch position, received from the touch recognition unit, of the user to be selected according to the user profile information and displayed on the display unit.

Description

Hyper-targeting advertising platform device

[0001] The present invention relates to a hyper-targeting advertising platform device, and more particularly, to a hyper-targeting advertising platform device that efficiently provides advertising content for a specific product to a user who has an intention to purchase the product in an offline store by selecting the content according to the user's profile.

[0002] Traditional advertising media, such as print and TV commercials, are gradually losing their appeal due to their inability to capture consumer attention. Hypertargeting advertising is gaining significant attention as an alternative. Hypertargeting refers to a highly focused target group, and hypertargeting advertising typically involves companies focusing their marketing and advertising efforts on a more specific group by leveraging individual social media profiles, activities, and networks. In other words, hypertargeting advertising builds data based on consumers' online information and behavior, and then delivers personalized advertising based on that data. Hypertargeting advertising is highly effective because it significantly increases the likelihood that ads will reach the intended target audience.

[0003] Meanwhile, even if a user is interested in a product, they may not currently have any intention to purchase it. While advertising can stimulate purchasing psychology and encourage a purchase even if the user has no current intention to purchase, the effectiveness of advertising will be less than when the user has a purchase intent. Online shopping malls can determine a user's current purchase intent when searching for a specific product and select and deliver customized advertisements based on the user's profile information. However, in offline stores, combining the timing of purchase intent with user profile information is difficult. Visiting an offline store can confirm a user's current purchase intent. However, a method is needed to immediately obtain the user's profile information, select the most appropriate advertisement among various types of advertisements for that product, and efficiently deliver the advertisement to the user.

[0004] Visiting an offline store indicates a higher level of purchase intent than simply browsing online. Ads served to users with a high purchase intent are perceived as information that aids their decision-making, reducing psychological resistance to the ad and resulting in a more favorable perception.

[0005] Accordingly, the purpose of the present invention is to efficiently provide advertising content for a specific product to a user who has an intention to purchase the product by selecting the content according to the user's profile.

[0006] In addition, the present invention has another purpose of providing optimized advertising content for a specific product to a user by combining the user's purchasing intent, profile information, and location.

[0007] In addition, another purpose of the present invention is to be able to quantitatively measure the effectiveness of advertising conducted in offline stores.

[0008] In order to achieve the above-described object, the present invention provides a hyper-targeting advertising platform device, comprising: a display unit on which advertising content is displayed; a product display unit located adjacent to the display unit and having an area for displaying products; a touch recognition unit located in front of the product display unit for recognizing a user's touch location; a user recognition unit for recognizing a user's characteristic; a communication unit for communicating with a server and receiving the advertising content from the server; and a terminal control unit for generating user profile information from information on the user's characteristic received from the user recognition unit, and for selecting an advertisement for a product corresponding to the user's touch location received from the touch recognition unit based on the user profile information and displaying the advertisement on the display unit.

[0009] The above touch recognition unit may include a transmitting module that transmits a touch measurement signal, a receiving module that receives the touch measurement signal transmitted from the transmitting module, and a position determination module that calculates the user's touch position using the touch measurement signal received by the receiving module.

[0010] The above touch recognition unit can recognize at least one of the user's touch location, touch duration, and touch order.

[0011] The user recognition unit can recognize at least one of the user's gender and age group. The hyper-targeting advertising platform device further includes a location recognition unit that generates information regarding the installed location, and the control unit can generate user profile information based on at least one of the user's gender, age group, and location, and select an advertisement for a product corresponding to the touched location based on the user profile information and display it on the display unit.

[0012] The above hyper-targeting advertising platform device further comprises a storage unit that stores advertising content for products displayed in the product display unit, and the control unit can request the corresponding advertising content from the server through the communication unit when it is determined that the advertising content corresponding to the user profile information is not present in the storage unit.

[0013] The control unit may cause Internet address information related to a product corresponding to the touch location to be displayed on the display unit, thereby providing user feedback information about the product corresponding to the touch location to the server. The Internet address information may be displayed on the display unit as a QR code, and the user may provide user feedback information about the product corresponding to the touch location to the server by taking a picture of the QR code with a smartphone.

[0014] The above hyper-targeting advertising platform device further comprises a storage unit that stores advertising content for products displayed in the product display unit, and the control unit can receive the advertising content from the server through the communication unit at a preset time and store it in the storage unit.

[0015] The present invention, as described above, can efficiently provide advertising content for a specific product to a user with a purchase intent in an offline store, by selecting the content based on the user's profile. Furthermore, the present invention can provide optimized advertising content for a specific product to the user by combining the user's purchase intent, profile information, and location in the offline store. Furthermore, the present invention can quantitatively measure the effectiveness of advertising in offline stores.

[0016] Figure 1 is a network configuration diagram of a hyper-targeting advertising platform device according to one embodiment of the present invention.

[0017] FIG. 2 is a diagram illustrating the flow of information for providing user feedback in the network configuration illustrated in FIG. 1.

[0018] FIG. 3 is a drawing illustrating the operation of a hyper-targeting advertising platform device according to one embodiment of the present invention.

[0019] FIG. 4 illustrates a method for detecting X-axis coordinates and Y-axis coordinates to detect a user's hand in the touch recognition unit illustrated in FIG. 1.

[0020] To fully understand the present invention, preferred embodiments of the present invention will be described with reference to the accompanying drawings. The embodiments of the present invention may be modified in various forms, and the scope of the present invention should not be construed as being limited to the embodiments described in detail below. These embodiments are provided to more completely explain the present invention to those with average knowledge in the art. Therefore, the shapes of elements in the drawings may be exaggerated to emphasize a clearer description. It should be noted that in each drawing, the same parts are sometimes depicted with the same reference numerals. Detailed descriptions of well-known functions and configurations that may unnecessarily obscure the gist of the present invention are omitted.

[0021] Figure 1 is a network configuration diagram of a hyper-targeting advertising platform device (100) according to one embodiment of the present invention. As illustrated, the hyper-targeting advertising platform device (100), a service server (102), and a user terminal (104) are connected to a network (106) such as the Internet.

[0022] A hyper-targeting advertising platform device (100) comprises a display unit (108), a product presentation unit (110), a touch recognition unit (112a, 112b, 112c), a user recognition unit (114), a communication unit (116), and a terminal control unit (118).

[0023] The display unit (108) displays advertising content for products displayed in the product presentation unit (110). The display unit (108) is configured to be able to display advertising content in various formats.

[0024] The product display unit (110) is freely installed adjacent to the display unit (108) on the upper, lower, left, and right sides of the display unit (108) and has an area for displaying one or more products. The product display unit (110) can be divided into multiple areas to easily recognize the location of a touch by a user. The user can touch the products displayed on the product display unit (110).

[0025] The touch recognition unit (112a, 112b, 112c) is arranged on the front of the product presentation unit (110) to form a touch detection area and thereby recognize the user's touch position. The touch recognition unit may include a transmission module (112a) that transmits a touch measurement signal, a reception module (112b) that receives the touch measurement signal transmitted from the transmission module (112a), and a position determination module (112c) that calculates the user's touch position using the touch measurement signal received by the reception module. The position determination module (112c) may generate touch information by recognizing at least one of the user's touch position, touch holding time, and touch order together.

[0026] The user recognition unit (114) recognizes the user's characteristics. In the present embodiment, the user recognition unit (114) may be implemented as an image generation device such as a camera, and may estimate the user's gender, age group, etc. by analyzing the user's image captured by the camera. The user recognition unit (114) may be implemented as an ultrasonic sensor, an infrared sensor, etc., and may detect the user's approach. When the user recognition unit (114) detects the user's approach, the terminal control unit (118) may control the display unit (108) to display preset advertising content.

[0027] The hyper-targeting advertising platform device (100) may further include a location recognition unit (120) that generates information regarding the installed location. The location recognition unit (120) may utilize technologies such as GPS and Wi-Fi, or may obtain location information through the installer's input of location information. Based on this location information, the hyper-targeting advertising platform device (100) can provide advertisements, messages, etc. tailored to specific regions or situations. Even for advertisements for the same product, customized messages can be provided based on location information. Furthermore, regionally specialized advertisements and messages can be provided.

[0028] The communication unit (116) communicates with the service server (102) via the network (106). The communication unit (116) receives advertising content to be displayed on the display unit (108) from the service server (102). In addition, user response data may be collected by the service server (102) via the communication unit (116). The service server (102) may analyze the user response data and, if necessary, update new advertising content in the storage unit (122) or display it on the display unit (108).

[0029] When a user touches a specific product among the products displayed in the product display section (110), detailed information or an advertisement for the product is displayed in the display section (108).

[0030] The terminal control unit (118) generates user profile information from information about the user's characteristics received from the user recognition unit (114). The user profile information is generated based on at least one of the user's gender, age group, and location. In addition, the terminal control unit (118) uses the touch information received from the location determination module (112c) to recognize user behavior, such as which product the user touches, how long the user touches, and which product the user is more interested in, and thereby analyzes the user's interest in the product, touch patterns, etc. The terminal control unit (118) selects advertising content based on the touch information and user profile information received from the location determination module (112c) and displays the content on the display unit (108). Through this, the hyper-targeting advertising platform device (100) provides the user with an interactive advertising experience that reflects the user's characteristics and touch location.

[0031] The hyper-targeting advertising platform device (100) may further include a storage unit (122) for storing advertising content for products displayed in the product presentation unit (110). If the terminal control unit (118) determines that advertising content corresponding to user profile information is not present in the storage unit (122), the terminal control unit (118) requests and receives the corresponding advertising content from the service server (102) via the communication unit (116). The terminal control unit (118) accesses the service server (102) via the communication unit (116) at a preset time, receives advertising content for products displayed in the product presentation unit (110) according to various user profiles, and stores the received advertising content in advance in the storage unit (122), thereby ensuring that appropriate advertising content is stably displayed on the display unit (108) without being affected by the transmission speed of the network (106).

[0032] The terminal control unit (118) can display Internet address information related to a product corresponding to the user's touch location, for example, as a QR code, on the display unit (108). The user can access the service server (102) by taking a picture of the QR code displayed on the display unit (108) with his or her smartphone, thereby providing the user with feedback information about the product corresponding to the touch location.

[0033] The terminal control unit (118) can adjust the touch detection area by the touch recognition unit (112a, 112b, 112c). By adjusting the touch detection area to reflect the display status of the product in the product presentation unit (110), advertising content that is not suitable for the display unit (108) can be prevented from being displayed.

[0034] As illustrated in FIG. 1, the service server (102) has a communication unit (124), a server control unit (126), and a storage unit (128).

[0035] The communication unit (124) is connected to the hyper-targeting advertising platform device (100) and the user terminal (104) via the network (106).

[0036] The server control unit (126) manages the hyper-targeting advertising platform device (100). The advertising content to be displayed on the display unit (108) can be controlled based on the touch detection result in the hyper-targeting advertising platform device (100).

[0037] The storage unit (128) stores advertising content to be provided to the hyper-targeting advertising platform device (100), user profile information, touch information, user feedback information, etc. received from the hyper-targeting advertising platform device (100) or the user terminal (104).

[0038] The server control unit (126) can analyze the performance of advertisements using user profile information, touch information, and user feedback information. Furthermore, the server control unit (126) modifies or optimizes the advertisement content to be provided to the hyper-targeting advertisement platform device (100) based on the analysis results.

[0039] FIG. 2 is a diagram illustrating the flow of information for providing user feedback in the network configuration illustrated in FIG. 1.

[0040] A hyper-targeting advertising platform device (100) displays a discount code or promotional code, for example, as a QR code (202), on a display unit (108) based on collected user profile information, touch information (or product information), etc. (S01). A user takes a picture of the QR code displayed on the display unit (108) with his or her user terminal (104) (S02). As a result, the user terminal (104) obtains, along with the user profile information, touch information (or product information), etc., internet address information that allows the user to access a website or app where he or she can provide feedback on the advertisement (S03). The user terminal (104) requests access to the website or app of the service server (102) using the information obtained from the QR code (S04). The service server (102) verifies that the user is a legitimate user through the information provided by the user terminal (104) and permits the user terminal (104) to access the website or app (S05). If access is permitted, the user terminal (104) provides user feedback information to the service server (102). The service server (102) can evaluate and modify the effectiveness of advertisements by directly collecting information such as product purchases, user reactions, awareness, and preferences through user inflow to a website or app.

[0041] FIG. 3 is a drawing illustrating the operation of a hyper-targeting advertising platform device (100) according to one embodiment of the present invention.

[0042] The display unit (108) may include a flat display device such as an LCD panel, an OLED panel, a beam projector, etc.

[0043] A variety of products (302, 304) can be displayed in the product display unit (110), and a touch detection area can be formed on the front of the product display unit (110) by a touch measurement signal transmission module (112a) and a touch measurement signal reception module (112b). When the touch measurement signal transmission module (112a) transmits a touch measurement signal (306), the touch measurement signal reception module (112b) detects it. For example, the touch measurement signal transmission module (112a) can be configured as a device that transmits infrared rays, and the touch measurement signal reception module (112b) can be configured as a device that receives infrared rays.

[0044] In this embodiment, the touch measurement signal transmission module (112a) and the touch measurement signal reception module (112b) are arranged in an up-down direction facing each other, but they may also be arranged in a left-right direction and may also be arranged on the same horizontal plane.

[0045] A plurality of touch detection areas corresponding to a plurality of sections of the product presentation unit (110) can be set between the touch measurement signal transmission module (112a) and the touch measurement signal reception module (112b).

[0046] When a user (consumer) attempts to grab a product (304) placed in a product display section (110) with his / her hand (308), the touch measurement signal (306) is blocked by the hand, and through this, it is possible to determine which product the user attempted to grab with his / her hand (308).

[0047] The touch measurement signal receiving module (112b) provides the received signal to the position determination module (112c), and the position determination module (112c) calculates the signal provided from the touch measurement signal receiving module (112b) to determine the position where the touch measurement signal (306) is blocked and can detect whether the user's hand (308) has approached a certain product (304).

[0048] The location determination module (112c) detects whether the user's hand (308) has approached a product (304) and provides the information to the terminal control unit (118). The terminal control unit (118) determines which product (304) the user is interested in and displays an advertisement accordingly through the display unit (108).

[0049] In this way, the hyper-targeting advertising platform device (100) can provide accurate information to the user by immediately identifying the user's needs and providing an advertisement accordingly through the display unit (108), thereby increasing product sales accordingly.

[0050] Figure 4 illustrates a method for detecting X-axis coordinates and Y-axis coordinates to detect a user's hand in a touch recognition unit (112a, 112b, 112c).

[0051] Referring to Fig. 4, the touch measurement signal transmission module (112a) and the touch measurement signal reception module (112b) are positioned opposite each other. In addition, in order to minimize interference due to external infrared signals such as sunlight, the touch measurement signal transmission module (112a) and the touch measurement signal reception module (112b) may be formed on both sides.

[0052] The touch measurement signal transmitting modules (112a) are arranged in the X-axis direction as k, k+1, k+d, k+2d, and the touch measurement signal receiving modules (112b) can be arranged in the X-axis direction as X(k), X(k+d), ..., X(k+n). Here, d refers to the position of the touch measurement signal receiving module (112b) located at an oblique angle at which the infrared ray transmitted from the k touch measurement signal transmitting module (112a) reaches, and is an element that determines the size of the oblique angle representing the slope of the infrared ray transmitted from the touch measurement signal transmitting module (112a).

[0053] A, B, and C shown in Fig. 4 are examples of touch areas. The user can select and touch one of A, B, and C, or can multi-touch simultaneously.

[0054] An object placed in the touch area blocks a touch measurement signal. That is, the object blocks a touch measurement signal output from the touch measurement signal transmitting module (112a) and input to the touch measurement signal receiving module (112b).

[0055] For example, when a touch measurement signal is transmitted from a specific touch measurement signal transmitting module (112a), the touch measurement signal receiving modules (112b) arranged at various positions, such as acute angles, right angles, and obtuse angles, with respect to the touch measurement signal transmitting module (112a) are sequentially scanned and operated, and further, by operating the touch measurement signal transmitting modules (112a) at various positions while allowing the touch measurement signal receiving modules (112b) to receive the touch measurement signal, the position determination module (112c) can detect the X-axis coordinate of the object.

[0056] The process of detecting the Y-axis coordinate, such as y(n), is the same as the process of detecting the X-axis coordinate. The Y-axis coordinate can be detected by sequentially operating the touch measurement signal transmitting module (112a) and the touch measurement signal receiving module (112b) and detecting the position where the touch measurement signal is blocked and not received.

[0057] The embodiments of the present invention described above are merely exemplary, and those skilled in the art will readily appreciate that various modifications and equivalent other embodiments are possible. Therefore, it will be readily understood that the present invention is not limited to the forms mentioned in the detailed description above. Accordingly, the true technical protection scope of the present invention should be defined by the technical spirit of the appended claims. Furthermore, the present invention should be understood to include all modifications, equivalents, and alternatives within the spirit and scope of the present invention as defined by the appended claims.

Claims

1. In the hyper-targeting advertising platform device, A display section where advertising content is displayed, A product display section located adjacent to the above display section and having an area for displaying products; A touch recognition unit that is placed in front of the above product display section and recognizes the user's touch location, A communication unit that communicates with a server and receives the advertising content from the server; A terminal control unit that causes an advertisement for a product corresponding to the user's touch location received from the above touch recognition unit to be displayed on the display unit. A hyper-targeting advertising platform device characterized by having:

2. In paragraph 1, A hyper-targeting advertising platform device characterized in that the touch recognition unit comprises a transmitting module that transmits a touch measurement signal, a receiving module that receives the touch measurement signal transmitted from the transmitting module, and a position determination module that calculates the user's touch location using the touch measurement signal received by the receiving module.

3. In paragraph 1, The hyper-targeting advertising platform device further comprises a location recognition unit that generates information about the location where the device is installed, A hyper-targeting advertising platform device characterized in that the terminal control unit causes an advertisement for a product corresponding to the touch location to be selected based on location information of the hyper-targeting advertising platform device and displayed on the display unit.

4. In paragraph 3, A storage unit is further provided to store advertising content for products displayed in the above product display section, A hyper-targeting advertising platform device characterized in that the control unit requests the corresponding advertising content from the server through the communication unit when it is determined that the advertising content corresponding to the touch location is not present in the storage unit.

5. In paragraph 1, The above control unit is a hyper-targeting advertising platform device that causes Internet address information related to a product corresponding to the touch location to be displayed on the display unit, thereby providing user feedback information about the product corresponding to the touch location to the server.

6. In paragraph 5, The above Internet address information is displayed on the display unit as a QR code, A hyper-targeting advertising platform device characterized in that the user can provide the server with user feedback information on a product corresponding to the touched location by taking a picture of the QR code with a smartphone.

7. In paragraph 1, A storage unit is further provided to store advertising content for products displayed in the above product display section, A hyper-targeting advertising platform device characterized in that the control unit receives the advertising content from the server through the communication unit at a preset time and stores it in the storage unit.

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