Gaze-Adaptive Ad Display During Video Playback
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Solution Overview
Problem
Existing wearable devices, such as head-mounted displays, display advertisement content regardless of user interest, leading to reduced advertising effectiveness due to uninteresting content being shown to users.
Innovation Solution
An electronic apparatus with a display unit, eyeball information obtaining unit, and control unit that adjusts advertisement content display based on user gaze analysis, including estimation and updating of preference levels.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Productivity
If advertisement content is unconditionally displayed during moving image content reproduction, then advertising coverage is maximized, but user interest and advertising effectiveness deteriorate due to display of uninteresting content
Solution Approach 1:
The system implements feedback by detecting user gaze behavior through eyeball information and using this feedback to dynamically adjust advertisement content selection. The control unit monitors whether the user is interested in the currently displayed advertisement and switches to alternative advertisements when interest is low, creating a closed-loop system that continuously adapts to user preferences.
Solution Approach 2:
The advertisement display system transitions from a static, fixed-content approach to a dynamic, adaptive approach. The control unit continuously monitors user gaze behavior and dynamically selects and switches advertisement content based on real-time detected interest levels, making the advertising system flexible and responsive to changing user states.
2Ease of operation
If advertisement content is displayed at low frequency or short time based on low user interest, then user comfort is improved, but advertising effectiveness deteriorates due to insufficient exposure
Solution Approach 1:
The system performs preliminary actions by preparing multiple candidate advertisement contents in advance and pre-establishing switching rules based on gaze behavior patterns. When user interest in the current advertisement is detected to be low, the control unit can immediately switch to a pre-prepared alternative advertisement, avoiding interruption of advertising delivery while maintaining user comfort.
3Productivity
If multiple advertisement contents are prepared and switched based on gaze behavior, then advertising effectiveness is improved, but device complexity increases due to additional content management requirements
Solution Approach 1:
The control unit performs multiple functions: it detects user gaze behavior, evaluates interest levels, selects appropriate advertisement content, and executes switching operations. This multi-functional approach consolidates what could be separate complex subsystems into a single integrated control unit, managing complexity while achieving adaptive advertising.
Data Source
AI summary
An electronic apparatus includes a display unit that displays first content different from advertisement content, an obtaining unit that obtains eyeball information of a user who is gazing at the first content, and a control unit that sets, based on the eyeball information, second content to be displayed during reproduction of the first content.