Real-time Crowd Targeted Ad Delivery via Location-Aware Relevancy Scoring
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Current targeted advertising methods lack the ability to effectively deliver relevant advertisements to crowds in real-time based on the dynamic demographics and interests of individuals in specific locations, leading to inefficient ad placement and lower conversion rates.
Innovation Solution
A system and method that utilize location-aware services to determine the current locations of mobile devices and calculate a relevancy score for targeted advertisements based on consumer profiles, allowing for real-time delivery of ads to individuals within a predetermined range of an advertisement presentation device, such as digital billboards or public announcement systems.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If traditional targeted advertising methods are used, then advertisements can be placed based on consumer characteristics, but the system cannot effectively deliver relevant advertisements to crowds in real-time based on dynamic demographics and interests in specific locations
Solution Approach 1:
The system pre-collects and stores consumer profile information including demographics, interests, and preferences in a database before advertising campaigns. Location-aware services pre-establish tracking mechanisms for mobile devices. When a crowd is detected at an advertisement presentation device, the system can immediately query pre-stored profiles and deliver relevant ads without time-consuming data collection during the advertising moment.
Solution Approach 2:
The patent introduces location-aware services as an intermediary layer between consumers and advertisers. These services act as mediators that continuously track consumer locations, identify when crowds are present at advertising locations, and facilitate real-time communication between the advertisement presentation device and the advertising system. This intermediary enables automatic crowd detection and triggers ad delivery without requiring direct real-time interaction between advertisers and consumers.
2Loss of information
If behavioral targeting is used to display content relevant to individual interests, then advertisement relevance to individuals improves, but the system lacks capability to identify and target crowds in specific locations simultaneously
Solution Approach 1:
The system merges individual behavioral targeting capabilities with location-aware crowd identification. By combining consumer profile data (demographics, interests, purchase history) with real-time location information from mobile devices, the system can simultaneously maintain individual-level relevance and crowd-level targeting. The advertisement presentation device displays ads that are relevant to each individual consumer's interests while also being optimized for the specific crowd demographic composition detected at that location.
Solution Approach 2:
The system segments the crowd into individual consumer profiles while maintaining crowd-level analysis. Each consumer's profile is separately evaluated for ad relevance based on their personal interests and characteristics, while the crowd as a whole is analyzed for demographic patterns. This segmentation allows the system to deliver personalized ads to each individual within the crowd while also optimizing for the collective crowd characteristics, achieving both individual relevance and crowd targeting.
3Measurement precision
If contextual advertising is used to scan website text for keywords, then ads can be matched to content being viewed, but the system cannot leverage real-time location data to enhance targeting precision
Solution Approach 1:
The system adds a spatial dimension to traditional contextual advertising. Instead of relying solely on content-based keyword matching, the patent incorporates location as an additional dimension for ad targeting. The advertisement presentation device uses GPS and other location-aware services to determine the physical location of consumers and the crowd, then layers location-based demographic information over the content-based matching. This multi-dimensional approach (content + location + consumer profiles) enhances targeting precision by considering both what consumers are viewing and where they are located.
Data Source
AI summary
A method for placing targeted advertisement (TAD), including obtaining, from a location aware service provider, current locations of mobile devices used by consumers, wherein the current locations are determined within a pre-determined duration of current time, identifying a crowd comprising the consumers by comparing the current locations and a location of an advertisement presentation device to determine that the consumers are currently within a pre-determined range of the advertisement presentation device, calculating, based on profiles of the consumers, a relevancy score of a TAD message with respect to the crowd using a pre-determined formula, and sending, within a pre-determined time of identifying the crowd and in response to identifying the relevancy score meeting a pre-determined criterion, the TAD message to the advertisement presentation device for presenting to the plurality of consumers.