Digital Signage Ad Targeting via Viewer Relationship Analysis
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Solution Overview
Problem
Digital signage systems lack the ability to dynamically tailor advertisements to the relationships between viewers, leading to ineffective targeting and engagement.
Innovation Solution
A method and device that collect data from viewers using cameras and microphones to extract relationship information, such as body and voice features, to determine and display relevant advertisements based on the identified relationships.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If digital signage systems display generic advertisements to all viewers, then device complexity is reduced, but advertisement relevance and viewer engagement deteriorate
Solution Approach 1:
The system segments viewers into different groups based on their relationships (e.g., couples, families, friends, colleagues) by analyzing body posture, distance, and interaction patterns. This segmentation enables tailored advertisement selection for each group type, improving relevance without requiring individual-level customization complexity
Solution Approach 2:
The system performs preliminary analysis of viewer relationships before advertisement delivery by capturing images and videos, extracting body posture and spatial relationship features, and classifying viewer groups in advance. This preliminary action enables the system to prepare appropriate advertisements based on pre-identified relationship types
2Measurement precision
If digital signage systems collect and analyze viewer data to extract relationship information, then advertisement targeting precision is improved, but loss of information and privacy concerns increase
Solution Approach 1:
The system extracts only the necessary relationship features (body posture, spatial distance, interaction patterns) from viewer data while discarding sensitive personal information. By taking out only the essential relationship indicators needed for advertisement targeting, the system achieves accurate relationship detection without retaining excessive personal data
Solution Approach 2:
The system uses temporary, disposable analysis of viewer appearance and behavior data that is processed immediately and not stored long-term. The relationship information is extracted as transient data for immediate advertisement selection without creating persistent records of viewer personal information
Data Source
AI summary
A method of playing advertisements according to exemplary embodiments includes collecting data of at least two viewers near a display, extracting relationship information of the at least two viewers based on the data, determining advertisements to play on the display according to the relationship information, and playing the determined advertisements on the display.