Digital OOH Advertising With Real-Time Consumer Profiling
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Solution Overview
Problem
Current out-of-home media advertising methods lack the ability to target advertisements to consumers based on their interests, resulting in inefficient delivery of marketing messages to a broad audience.
Innovation Solution
A method that utilizes a Continuously Refining Online Genotype (CROG) derived from consumer browsing and retail history to identify and target relevant advertisements to consumers in real-time using digital OOHM displays, with a system that includes cellular telephones and digital OOHM components to queue and display ads based on individual consumer profiles.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If advertisements are displayed to all passers-by in OOHM, then the advertisement coverage is maximized, but the relevance to individual consumers is reduced
Solution Approach 1:
The patent segments the general audience into targeted consumer groups based on browsing history and retail data. Instead of displaying the same advertisement to all passers-by, the system divides consumers into segments with similar interests and behaviors, then delivers customized advertisements to each segment, thereby maintaining high coverage while improving relevance.
Solution Approach 2:
The system performs preliminary actions by collecting and analyzing consumer browsing history and retail data before the advertisement display. This advance preparation allows the system to pre-segment consumers and pre-select relevant advertisements, ensuring that when consumers pass by OOHM displays, they receive highly relevant ads based on their known interests and behaviors.
2Device complexity
If generic advertisements are used for all consumers, then the system complexity is minimized, but the marketing effectiveness is reduced
Solution Approach 1:
The patent introduces an intermediary system that acts as a bridge between generic advertisement content and individual consumer preferences. This intermediary layer processes consumer data, matches consumers with relevant ads, and manages the complexity of targeted advertising, thereby enabling effective marketing without requiring complex modifications to the basic OOHM display system.
Solution Approach 2:
The system enables self-service by automatically collecting consumer data, performing segmentation, and selecting appropriate advertisements without requiring manual intervention for each consumer. The automated matching process handles the complexity internally, allowing the OOHM system to deliver personalized ads while maintaining operational simplicity.
3Loss of information
If real-time targeted advertising is implemented, then the advertisement relevance is improved, but the data processing requirements increase
Solution Approach 1:
The system performs preliminary data collection and analysis offline, building consumer profiles based on browsing history and retail data before real-time advertising. This advance preparation reduces the processing burden during real-time ad delivery, as the system only needs to match pre-segmented consumers with pre-selected advertisements rather than processing raw data in real-time.
Solution Approach 2:
The patent applies local quality by processing and storing consumer segmentation data locally at relevant system points, enabling efficient real-time matching without requiring continuous centralized processing. This distributed approach reduces overall data processing requirements while maintaining high advertisement relevance through localized decision-making.
Data Source
AI summary
A method of advertising to a targeted consumer, via an application based consumer profiling algorithm which determines the interests of a consumer in a particular geographical position then queues relevant pre-loaded advertisements on an out-of-home (OOH) medium.