Participating Display Content Delivery for Real-Time Ad Targeting
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Solution Overview
Problem
Current digital advertising systems lack the ability to tailor content for specific audiences in real-time, resulting in low conversion rates and limited user interaction with advertisements.
Innovation Solution
A system and method allowing users to upload and display content on various display screens at desired times and locations using a platform provider system, content delivery device, and display owner interface, enabling real-time or near-real-time content streaming.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If ads are generated in advance and played multiple times to reach the broadest audience, then the advertising coverage is improved, but the ability to tailor content for specific crowds or events is lost
Solution Approach 1:
The system transitions from static pre-generated ads to dynamic real-time content delivery. The content delivery device receives and plays content based on real-time triggers such as location detection (GPS coordinates matching), time conditions, or event detection, allowing the same display to show different content to different audiences at different times.
Solution Approach 2:
The content delivery device acts as an intermediary between the user's mobile device and the display screen. It receives content from the platform, processes trigger conditions (location, time, event), and delivers appropriate content to the display, enabling real-time personalization without requiring direct user-display connection.
2Adaptability or versatility
If a system allows users to push content to displays in real-time, then content personalization is improved, but system complexity increases
Solution Approach 1:
The content delivery device operates autonomously by continuously monitoring its location via GPS, comparing it against stored trigger coordinates, and automatically playing content when conditions are met. This self-service capability eliminates the need for manual intervention or complex centralized control for each content delivery event.
Solution Approach 2:
The system pre-loads content and trigger conditions (location coordinates, time parameters) into the content delivery device before deployment. This preliminary preparation allows the device to make real-time decisions locally without requiring complex real-time communication with the server, reducing system complexity.
3Productivity
If content is delivered in real-time based on location and time, then user engagement is improved, but the need for continuous system monitoring increases
Solution Approach 1:
The content delivery device independently monitors its own location using GPS and automatically determines when to play content based on pre-configured trigger coordinates and time parameters. This self-monitoring capability eliminates the need for continuous external system monitoring while maintaining real-time responsiveness.
Solution Approach 2:
All monitoring parameters (location coordinates, time windows, content selection criteria) are pre-configured in the device. The device then autonomously evaluates these pre-set conditions in real-time, requiring no external intervention or continuous monitoring infrastructure.
Data Source
AI summary
A system and method for providing user-specified content on participating displays includes a platform provider system for facilitating communication between a content provider interface device, a content delivery device, and a display owner interface device. A content delivery device having a location identification module, a content formatter and an output jack is connected to a display device. The platform provider receives content from the content provider interface device. The content is screened to comply with content limitations, and approved content is provided to the content delivery device. The display device can include an outdoor billboard, a video monitor or a sound system, which may be located at a fixed location or on a moving platform. Content from the content interface device is played at a time chosen by the content provider or streamed in real or near real time on the display.