DOOH Advertising Frequency Maps for Impression Estimation
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Solution Overview
Problem
Digital out-of-home (DOOH) advertising systems face challenges in aggregating and harnessing consumer data to display relevant advertisements and determining the most effective locations for DOOH spaces, as existing methods struggle to accurately estimate impressions based on consumer demographics and interests.
Innovation Solution
A system that determines consumer segments based on actions and activities, generates frequency maps to estimate impressions for DOOH spaces, and identifies the most relevant locations by using a database of advertising spaces and consumer locations, allowing for targeted advertising strategies.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Reliability
If consumer data is collected and aggregated for DOOH advertising, then advertising relevance and effectiveness are improved, but data aggregation complexity and processing difficulty increase
Solution Approach 1:
The patent introduces an intermediary processing layer that aggregates and processes consumer data from multiple sources before matching it with DOOH advertising spaces. This intermediary layer simplifies the overall system by centralizing data processing functions and providing standardized interfaces for both data collection and advertisement placement, thereby reducing the complexity of direct data aggregation while maintaining advertising relevance.
2Measurement precision
If consumer location and demographic data is used to determine DOOH space effectiveness, then advertising precision is improved, but measurement and detection difficulty increase
Solution Approach 1:
The patent creates a virtual representation or copy of consumer location and demographic data that can be processed and analyzed without directly measuring or tracking actual consumer behavior in real-time. This copied data model allows for precise impression estimation across DOOH spaces while avoiding the technical difficulties of direct consumer behavior measurement, as the system works with pre-collected and processed consumer profiles rather than attempting to measure actual viewing behavior.
3Productivity
If multiple consumer data sources are integrated for targeted advertising, then advertising effectiveness is improved, but system complexity and data processing requirements increase
Solution Approach 1:
The patent segments the complex task of integrating multiple consumer data sources into distinct, manageable modules. Each data source (e.g., location services, demographic databases, behavioral tracking) is processed independently through dedicated processing units, and the results are then combined at standardized interfaces. This segmentation reduces overall system complexity by allowing independent optimization of each data integration component while maintaining high advertising effectiveness through comprehensive data utilization.
Data Source
AI summary
Systems, methods, and computer-readable media are disclosed for estimating impressions for a digital out of home (DOOH) advertising spaces (e.g., digital billboards and screens). A DOOH advertising system may determine the location of relevant DOOH advertising spaces and the location of certain consumers with known attributes and a known location. Based on this information the DOOH advertising system may estimate a number of impressions for a given DOOH advertising space and a given consumer segment associated with attributes of consumers within a certain distance from the DOOH advertising space. Using this information, the DOOH advertising spaces having the highest estimated impressions for a given consumer segment may be identified.