Closed-Loop Advertising System for Billboard Conversion Measurement
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Solution Overview
Problem
There is a lack of effective methods to measure the conversion rate of real-world advertising, such as billboards, as it is difficult to determine how many people respond to these ads by visiting the merchant or making a purchase.
Innovation Solution
A closed-loop system using cameras and a processor to capture and match images of people or vehicles near an ad unit and at a merchant facility, allowing for the calculation of a conversion rate based on overlap between the two sets of images.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If real-world advertising is used (such as billboards), then advertising reach and exposure are improved, but the ability to measure conversion rate and effectiveness deteriorates
Solution Approach 1:
The system implements feedback by capturing images at both the advertising location (first camera) and the merchant facility (second camera), then processing these images to determine whether people who viewed the ad subsequently visited the merchant. This closed-loop feedback mechanism enables measurement of advertising effectiveness by comparing the two image sets and identifying conversions.
2Device complexity
If traditional advertising measurement methods are used, then system simplicity is maintained, but measurement accuracy and reliability deteriorate
Solution Approach 1:
The system introduces an intermediary processing system that acts as a mediator between the advertising exposure and the conversion measurement. This intermediary component processes images from both locations, matches individuals between the two sets, and determines conversions, thereby enabling reliable measurement without requiring direct integration between advertising and sales systems.
3Ease of operation
If no tracking system is implemented, then ease of operation is maintained, but the ability to validate advertising responses deteriorates
Solution Approach 1:
The system creates copies of visual information by capturing images at the advertising location and the merchant facility. These image copies serve as data representations that can be processed and compared to identify individuals who converted from ad exposure to store visit, thereby preserving advertising response information without requiring complex tracking infrastructure.
Data Source
AI summary
A verification system configured to determine when customers respond to a real-world ad unit is disclosed. The system comprises: a first camera, a second camera, and a processor. The first camera is mounted at a billboard promoting an associated merchant. The second camera is installed at the merchant where it is configured to capture images of people present at the merchant. The processor is configured to: receive images of a first set of people from the first camera at the billboard; receive images of a second set of people from the second camera at the merchant; and identify a subset of people that appear in the first set and then in the second set. The processor can then generate a conversion rate based on the first set of people and the third set of people. The advertising system is therefore a close-loop system for measuring the effectiveness of advertising.