Dynamic Virtual Content Placement in Mixed Reality
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Solution Overview
Problem
Existing systems for presenting digital advertisements in mixed reality environments are ineffective due to users' ability to look in any direction and interact for longer periods, leading to lower ad visibility and obstruction of the environment.
Innovation Solution
A head-mounted display device with image sensors and a processor that collects environmental data, transmits it to a server, and receives virtual content items for dynamic positioning based on spatial and temporal constraints, ensuring optimal display opportunities.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If virtual content items are placed in fixed positions in mixed reality environments, then content placement is simple, but users may miss the content due to free movement and gaze orientation
Solution Approach 1:
The system dynamically determines content display opportunities by continuously monitoring user position, gaze orientation, and environmental features. Content locations are adjusted in real-time based on user behavior patterns, ensuring content remains visible without requiring fixed positioning. This resolves the contradiction by making content placement adaptive rather than static.
Solution Approach 2:
The system uses feedback from user interactions, gaze tracking, and movement patterns to continuously optimize content placement. By analyzing whether users notice or miss content, the system adjusts future content positioning to maximize visibility while maintaining placement simplicity through automated decision-making.
2Reliability
If virtual content items are dynamically positioned based on user behavior, then content visibility improves, but system complexity increases
Solution Approach 1:
The system introduces an intermediary content management layer that handles the complexity of dynamic positioning algorithms, user behavior analysis, and environmental feature recognition. This intermediary layer abstracts the complexity from the core mixed reality rendering system, allowing dynamic content placement without significantly increasing overall system complexity.
Solution Approach 2:
The system performs preliminary analysis of user behavior patterns and environmental features before content placement decisions are made. By pre-processing user gaze data, movement patterns, and environmental geometry, the system reduces real-time computational complexity while maintaining high content visibility through informed placement decisions.
3Productivity
If advertisements are displayed in mixed reality environments, then advertising reach increases, but user experience is interrupted
Solution Approach 1:
The system applies different display strategies to different content types and user contexts. Advertisements are selectively placed in peripheral vision areas or non-intrusive locations rather than centering them in the user's primary field of view. This local differentiation allows advertising reach to increase while minimizing interruptions to the core user experience.
Solution Approach 2:
The system uses partial action by displaying advertisements only during specific user behaviors (e.g., when users pause, change direction, or are in idle states) rather than continuously. This selective display approach increases effective advertising reach during natural breaks in user interaction while maintaining experience continuity during active engagement.
Data Source
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AI summary
A head-mounted display device, including a display, one or more input devices including one or more image sensors, one or more communication devices, and a processor. The processor may output for display a mixed reality experience including one or more virtual objects. The processor may transmit imaging data to a server computing device. The processor may receive, from the server computing device, an identification of a virtual content item display opportunity, which may include a determination that the mixed reality experience and one or more physical features identified from the imaging data satisfy one or more spatial and/or temporal constraints. The processor may transmit a request for one or more virtual content items to the server computing device based on the identification. The processor may receive the one or more virtual content items from the server computing device and may output the one or more virtual content items for display