ATSC 3.0 LDM Personalized Storefront Ad Delivery
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Solution Overview
Problem
Current store front sales methods are unidirectional, non-personalized, and bandwidth-limited, failing to effectively deliver targeted advertising using existing communication links like Wi-Fi or Bluetooth.
Innovation Solution
A digital television system utilizing ATSC 3.0's layered division multiplexing (LDM) technology to broadcast personalized advertisements with stronger signal power to mobile devices, allowing hyper-local and hyper-personalized advertising by transmitting advertisements on an LDM configured channel with adjustable power levels based on user information.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional communication links like Wi-Fi or Bluetooth are used for storefront advertising, then the system is simple to implement, but the bandwidth is limited and personalization capability is insufficient
Solution Approach 1:
The patent introduces ATSC 3.0 broadcast system as an intermediary carrier for advertising content delivery. The broadcast system acts as a mediator between advertisers and consumers, providing high-bandwidth delivery capability while the existing Wi-Fi/Bluetooth infrastructure handles personalization and interaction, thus resolving the contradiction between personalization capability and system complexity
Solution Approach 2:
The system makes the ATSC 3.0 broadcast infrastructure serve multiple functions: traditional television broadcasting, high-capacity advertising content delivery, and trigger for localized personalized advertising. This multi-functionality approach leverages existing broadcast capabilities to enhance advertising personalization without proportionally increasing system complexity
2Productivity
If ATSC 3.0 with LDM is used to broadcast advertisements with stronger signal power, then the advertising delivery capability and bandwidth are improved, but the energy consumption increases
Solution Approach 1:
The patent applies LDM to transmit advertising content at different power levels: higher power for broadcast advertising coverage and lower power for localized personalized advertising near the storefront. This local quality differentiation allows the system to achieve high advertising delivery capability while minimizing energy consumption by only using high power where necessary
Solution Approach 2:
The system uses partial action by transmitting advertising content only to devices within the storefront's geographic area rather than universally broadcasting to all receivers. This partial transmission approach improves productivity for targeted advertising while reducing overall energy consumption compared to full-area broadcasting
3Adaptability or versatility
If unidirectional broadcast methods are used for storefront advertising, then the system complexity is reduced, but the personalization and targeted delivery capability is insufficient
Solution Approach 1:
The patent segments the advertising delivery process into two independent parts: unidirectional broadcast content delivery via ATSC 3.0 and bidirectional personalization via Wi-Fi/Bluetooth. This segmentation allows each subsystem to operate with appropriate complexity - simple broadcast protocols for content delivery and standard communication protocols for personalization - avoiding the need for a completely complex new unified protocol
Data Source
AI summary
Techniques are described for expanding and/or improving the Advanced Television Systems Committee (ATSC) 3.0 television protocol in robustly delivering the next generation broadcast television services. Personalized store front ads are pushed to mobile devices passing stores associated with the ads using layered division multiplexing in an ATSC 3.0 signal.