Digital Messaging System Using Barcode Scanning for Interactive Advertising
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Solution Overview
Problem
Current digital signage systems primarily target captive audiences and use a 'push' advertising model, failing to effectively engage active audiences at point-of-purchase locations with customizable and interactive messaging.
Innovation Solution
A computer network-based system that provides digital information and advertising via a client-server architecture, allowing retailers to customize and schedule content on display screens using a web-enabled workstation, graphics server, and content server, enabling interactive messaging through various input devices like bar code scanners and wireless telephones.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If traditional push advertising model is used to reach large audiences, then coverage capability is improved, but audience engagement and attention are worsened
Solution Approach 1:
The patent inverts the traditional push advertising model by implementing a pull advertising model where consumers actively initiate contact with advertisers through barcode scanning and mobile devices, rather than advertisers forcing messages onto passive audiences. This reversal transforms the advertising dynamic from intrusive to inviting, significantly improving message effectiveness while maintaining broad reach through widespread barcode placement on products.
2Measurement precision
If selective audience targeting is implemented through magazine advertising, then message precision is improved, but audience reach is worsened
Solution Approach 1:
The patent segments the advertising approach by using universal barcodes on products that can be scanned by any consumer with a mobile device, enabling both broad reach and precise targeting simultaneously. The segmentation occurs at the consumer level rather than the media level, allowing each consumer to self-select their level of engagement while the system tracks and targets specific consumer segments through data collection and personalized messaging.
3Reliability
If interactive media is used to enable consumer interaction, then audience engagement is improved, but system complexity is worsened
Solution Approach 1:
The patent implements self-service by enabling consumers to initiate advertising interactions themselves through barcode scanning and mobile device usage, rather than requiring complex centralized control systems. The consumer's mobile device becomes the interaction interface, automatically handling message delivery, tracking, and personalization through software algorithms, thereby reducing the complexity burden on the physical advertising infrastructure while maintaining high engagement levels.
Data Source
AI summary
An exemplary embodiment of the invention relates to a system and method for providing digital messaging services received from multiple sources over a communications network. The system includes a client system, including a display screen coupled to a communications link; a workstation including a web browser, a memory, and a processor, said workstation coupled to said communications link; a hosting system, including a graphics server, a content server, and a scheduling server, each in communication with each other via a communications link; and a workstation and data storage device coupled to the communications link; and a data storage device for storing data utilized by said hosting system.The client system requests and receives digital messaging services from said hosting system under a subscription agreement. Digital messaging services include advertisements procured from said client system, and one or more local content providers, national advertisers, local advertisers, corporate marketing groups, and advertising agencies. Interactive digital messaging services are also available through the present invention. A user accesses these services via a variety of input devices; such as a bar code scanner, a wireless telephone or personal digital assistant, a kiosk with touch screen design, microphone, or other similar input device.