Audio Watermarking for Out-of-Home Display Content Synchronization
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Solution Overview
Problem
Existing out-of-home display screens face limitations in providing supplemental content to consumers due to reliance on consumers remembering website URLs or using QR codes, which are cumbersome and impractical in public spaces, and lack effective analytics for content reach and value.
Innovation Solution
A system that synchronizes content on out-of-home display screens with mobile devices based on proximity and time of day, using a server to deliver targeted offers without requiring Wi-Fi or Bluetooth connections, allowing passive or active location updates and utilizing audio watermarking for additional features.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If QR codes are used for supplemental content linking, then consumers can directly access websites without remembering URLs, but consumers must be within very close proximity and at the correct angle to scan the code
Solution Approach 1:
The patent transitions from 2D QR code scanning (requiring close proximity and specific angles) to 3D spatial audio watermarking (detectable from any position and angle within the audio field). The audio watermark embedded in the video stream creates a volumetric detection zone that eliminates the need for precise positioning, allowing consumers to access content from any location in front of the display.
Solution Approach 2:
The patent replaces the mechanical/optical scanning system (camera-based QR code reading requiring precise alignment) with an acoustic detection system (microphone-based audio watermarking). This substitution eliminates the need for mechanical positioning and angular alignment, as audio waves propagate spherically and can be detected from any direction within the sound field.
2Productivity
If display screen content changes at all times with faster pacing, then advertising effectiveness increases, but consumers have less time to scan QR codes or remember URLs
Solution Approach 1:
The patent embeds the access mechanism (audio watermark) directly into the video content before display. The watermark is pre-synchronized with specific content segments, so when consumers watch the screen, the audio signal is already present and ready for immediate detection. This eliminates the time lag associated with manually searching for QR codes or remembering URLs, as the access path is prepared in advance within the audio stream.
Solution Approach 2:
The patent introduces audio watermarking as an intermediary between the display content and consumer device. Instead of requiring direct visual interaction (scanning QR codes) or cognitive retention (remembering URLs), the audio watermark serves as a passive mediator that automatically transfers content access information to the consumer's mobile device through the device's microphone, eliminating the need for consumer action during the brief viewing window.
3Measurement precision
If audio fingerprinting technology is used, then content identification is possible, but the technology is impractical for public spaces with high noise levels
Solution Approach 1:
The patent uses audio watermarking instead of audio fingerprinting. Rather than attempting to identify content by matching acoustic patterns (which is vulnerable to noise), the system embeds a controlled, known watermark signal directly into the video's audio stream. This copied signal is immune to environmental noise because it is a deliberate insertion with specific characteristics that can be detected regardless of background acoustic conditions.
Solution Approach 2:
The patent changes the detection parameter from acoustic pattern matching (frequency, amplitude, timbre) to watermark signal detection (presence/absence of embedded code). By transforming the identification mechanism from analyzing natural audio properties to detecting artificial watermarks, the system achieves noise immunity, as the watermark signal's parameters are deliberately designed to be distinguishable from environmental noise.
Data Source
AI summary
Content which is related to content being displayed on an out-of-home display screen is synchronized with content being shown on an out-of-home display screen. A mobile device operates to receive content which is related to the content being displayed on the out-of-home display screen. The system operates based on mobile device location, out-of-home display screen location and the time of day. Based on the time and locations, a server can determine what content is on the display screen and can therefore serve related content based on that to the mobile device. It works passively with periodic regular updates of the mobile device location or actively through the use of a button (touch screen, keyboard, etc.) on the mobile device to signal the server to check its location and therefore identifying which display screen the mobile device is near.