Adaptive Video Advertising Using EAS Pedestals
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Solution Overview
Problem
Conventional in-store advertising methods, such as banners and signage, are limited in their ability to effectively communicate multiple messages to customers and often struggle with placement, especially in prime retail spaces where power and wiring constraints exist, leading to inefficient advertising opportunities.
Innovation Solution
An adaptive targeted advertising system (ATAS) that integrates video display devices and cameras into Electronic Article Surveillance (EAS) pedestals, using facial recognition and demographic analysis to dynamically adjust advertising content based on customer demographics and preferences, allowing for personalized and targeted advertising.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If conventional banners and signage are used for advertising, then the advertising message can be displayed, but the advertising effectiveness is limited and placement is challenging
Solution Approach 1:
The EAS pedestal is transformed from a single-function security device into a multi-functional platform that integrates video display devices, video cameras, and advertising capabilities. This allows the same structure to serve both security monitoring and targeted advertising purposes, resolving the contradiction by making the advertising system adaptable while eliminating placement challenges through the pedestal's existing strategic locations.
Solution Approach 2:
The patent combines the EAS pedestal with video display devices and camera systems into an integrated advertising platform. By merging these previously separate functions into a single unified structure, the system achieves both security and advertising objectives simultaneously, improving advertising effectiveness while simplifying placement decisions.
2Illumination intensity
If electronic signage is placed in prime retail space near the store entrance, then visibility to customers is maximized, but power cord and control wiring installation becomes difficult
Solution Approach 1:
The EAS pedestal serves as an intermediary structure that already exists in prime retail locations and is designed to accommodate various components. By using the pedestal as the mounting platform for video display devices, the system avoids the wiring difficulties of installing signage from scratch while maintaining optimal visibility positions.
Solution Approach 2:
The EAS pedestal is designed to perform multiple functions including security monitoring, customer engagement through video displays, and advertising. This multi-functionality allows the same structure to host advertising components without requiring separate installation infrastructure, thereby maintaining visibility while simplifying installation.
3Device complexity
If conventional signage displays a single message to all customers, then the signage is simple, but the advertising precision and targeting capability is insufficient
Solution Approach 1:
The advertising system transitions from static conventional signage to a dynamic video display platform that can change its content based on real-time conditions. The system uses video cameras to detect customer presence and characteristics, then dynamically adjusts the advertising message displayed, thereby achieving precise targeting while maintaining manageable system complexity through automated decision-making.
Solution Approach 2:
The system incorporates video cameras and analytical processes that continuously monitor customer characteristics and provide feedback to the content selection system. This feedback loop enables the advertising message to be automatically adjusted based on detected customer demographics and behaviors, achieving precise targeting without requiring complex manual configuration.
4Reliability
If EAS pedestals are used solely for security monitoring, then the security function is effective, but additional revenue opportunities are lost
Solution Approach 1:
The EAS pedestal is expanded into a multi-functional platform that performs both security monitoring and advertising functions. By integrating video display devices and camera systems into the pedestal, the system generates additional revenue through targeted advertising while maintaining its original security effectiveness, thereby resolving the contradiction between security reliability and revenue productivity.
Solution Approach 2:
The patent merges the security monitoring function with advertising capabilities in a single integrated platform. The EAS pedestal continues to perform security functions while simultaneously serving as an advertising medium, thereby generating additional revenue without compromising security effectiveness.
Data Source
AI summary
An EAS pedestal system includes a video display device and a video camera supported on an EAS pedestal housing. The video camera is oriented to facilitate capture of video images. The video images include facial images associated with a plurality of human faces under conditions where the human faces are positioned to observe the video display device. The system applies an analytical process to determine when an imaged human face is looking toward the video display device. The system then determines one or more human demographic traits based on the facial images and adaptively selects advertising content to be displayed based on information derived from the analytical process.