Hyperlocal Broadcast Linking via Return Channel
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Solution Overview
Problem
Broadcasters face challenges in linking merchant advertisements to resulting customer transactions with certainty, as existing systems lack efficient methods to track and measure the effectiveness of hyperlocal geo-targeted advertisements in driving sales from viewers to brick-and-mortar stores.
Innovation Solution
A marketing system that utilizes a Next Generation Broadcast Platform (NGBP) with an intelligent heterogeneous network, enabling hyperlocal geo-targeting by combining centralized radio access networks with intelligent IP core networks, providing a supplemental return channel for data gathering and personalized services, and using Orthogonal Frequency Division Multiplexing (OFDM) to deliver targeted advertisements and track their impact on transactions.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If broadcasters use traditional broadcast modes to deliver advertisements, then content distribution is achieved, but the ability to link advertisements to transactions with certainty is lost
Solution Approach 1:
The patent introduces a return channel as an intermediary component that enables two-way communication between viewers and the broadcast system. This return channel allows the system to collect viewer data, match it with transaction data, and establish links between advertisements and purchases, thereby improving measurement precision without fundamentally redesigning the entire broadcast infrastructure
Solution Approach 2:
The patent enhances the existing broadcast system by adding multi-functionality to handle both traditional content distribution and transaction tracking. The broadcast system is designed to perform multiple functions: delivering advertisements, collecting viewer information through the return channel, and linking this data to transactions, thus improving measurement capability while maintaining existing broadcast capabilities
2Productivity
If broadcasters implement hyperlocal geo-targeted advertisements, then advertising effectiveness is improved, but the ability to track and measure transaction impact is worsened
Solution Approach 1:
The patent implements a feedback mechanism through the return channel that continuously collects viewer data and matches it with transaction information. This feedback loop enables the system to track whether viewers who received hyperlocal advertisements actually converted to transactions, providing accurate measurement of advertising impact while maintaining the geo-targeting capabilities
Solution Approach 2:
The patent adds a new dimension to the broadcast system by incorporating data collection and analysis capabilities that operate alongside the traditional broadcast function. This additional dimension enables transaction tracking and measurement without interfering with the core hyperlocal geo-targeting advertising delivery mechanism
3Adaptability or versatility
If broadcasters use legacy broadcast infrastructure, then distribution simplicity is maintained, but personalization and hyperlocal targeting capabilities are limited
Solution Approach 1:
The patent introduces dynamic elements to the broadcast system through the return channel, enabling the system to adapt to different scenarios such as hyperlocal targeting, viewer data collection, and transaction matching. This dynamic capability allows the system to handle diverse advertising campaigns and measurement requirements without requiring a complete infrastructure redesign
Solution Approach 2:
The patent segments the broadcast system into distinct functional components: the traditional broadcast channel for content delivery, the return channel for data collection, and the processing systems for matching and analysis. This segmentation allows each component to be optimized independently, enabling hyperlocal targeting and personalization capabilities while maintaining the simplicity of the core broadcast infrastructure
Applied Scientific Principles
This section explains which scientific principles are used to turn an abstract innovation direction into a practical engineering solution.
Function Achieved in This Case
Enables broadcasters to increase advertising revenue by accurately measuring the likelihood of transactions resulting from hyperlocal geo-targeted advertisements, allowing merchants to optimize their advertising spend and engage with potential customers more effectively.
Implementation Method 1
The ATSC 3.0 standard is based on a new Orthogonal frequency division multiplexing (OFDM) physical layer and IP as transport
Data Source
AI summary
Systems, data access management utilities, and methods generate links between local merchants and community programs, whereby the merchant may provide incentives to customers in relation to community programs. The implementations may track community programs, as well as online and offline customer transactions with merchants that make use of the incentive. Implementations may include as participants, customers, merchants, community organizations, intermediaries, and other groups or individuals. Participants may have participant identifiers, which may be linked to a payment source. Data may be collected about all participants, either expressly, or from offline or online transactions between merchants and customers utilizing a participant identifier, and the data may be stored in a data storage area. All data in the data storage area may be utilized by a logic tool, which may provide information, such as details of customers that view a broadcast of content that is interleaved with a merchant's advertisement and analytic reporting. Matches between transactions with a merchant and a customer that view a broadcast of content that is interleaved with the merchant's advertisement may be identified by the system, and a level of certainty that the match is accurate may be determined.