Gesture-Based Digital Signage Commerce for Personalized Ad Response
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Solution Overview
Problem
Existing methods and systems for commerce and marketing using digital signage are ineffective in providing personalized and interactive experiences for visitors.
Innovation Solution
A system and method for gesture-based cross-channel commerce and marketing, where a computing device coupled with digital signage analyzes visitor characteristic information, selects relevant advertisements, and enables transactions through mobile devices using gesture recognition, allowing for real-time bidding, display, and multivariate testing.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If traditional digital signage is used for commerce and marketing, then basic advertisement display is achieved, but personalized and interactive experiences for visitors are not provided
Solution Approach 1:
The system segments the advertising content delivery by creating separate functional modules: a digital signage device for display, a computing device for processing visitor characteristics and gesture recognition, and a cloud platform for data storage and analysis. This segmentation allows each component to specialize in specific tasks, enabling personalized advertising without requiring a single complex system to handle all functions simultaneously.
Solution Approach 2:
The computing device acts as an intermediary between the digital signage device and the cloud platform. It receives characteristic information from the digital signage device, processes gesture information, determines advertisement attributes, and communicates with the cloud platform. This intermediary layer enables personalized advertising functionality while keeping the digital signage device itself relatively simple.
2Productivity
If gesture recognition and real-time bidding are implemented, then personalized advertisement delivery is improved, but system complexity and processing requirements increase
Solution Approach 1:
The system performs preliminary actions by pre-processing visitor characteristic information and gesture data before actual advertisement selection. The computing device analyzes visitor characteristics in advance to determine advertisement attributes, and the cloud platform prepares targeted advertisement content based on visitor profiles. This preliminary processing reduces the complexity of real-time decision-making during actual advertisement delivery.
Solution Approach 2:
The system implements feedback loops where the digital signage device receives advertisement content from the computing device based on real-time gesture recognition and visitor characteristics. The system continuously monitors visitor interactions and adjusts advertisement delivery accordingly. This feedback mechanism enables efficient personalized advertisement delivery by using real-time data to inform subsequent advertising decisions.
3Reliability
If visitor characteristic analysis and gesture tracking are performed, then engagement and conversion rates improve, but data processing requirements and system resources increase
Solution Approach 1:
The system extracts and separates different types of data processing tasks. The digital signage device extracts basic visitor characteristic information, the computing device processes gesture recognition and determines advertisement attributes, and the cloud platform handles complex data analysis and profile matching. This extraction and distribution of processing tasks across multiple devices reduces the computational burden on any single system while maintaining high transaction accuracy.
Data Source
AI summary
A computing device (e.g., a server) coupled to a digital signage device may receive characteristic information associated with a visitor of the digital signage device. The received characteristic information may be analyzed, and based on a result of the analysis, advertisement attributes may be determined. The computing device may select, based on the determined advertisement attributes, a particular advertisement from a plurality of advertisement bids. The computing device may cause display of the selected particular advertisement on the digital signage device for the visitor. The characteristic information may be generated by the digital signage device utilizing a video analytics. The computing device may receive particular gesture information associated with a mobile device of the visitor who responds to the displayed particular advertisement. The computing device may cause a cloud computing platform to push content associated with the particular advertisement into the mobile device for the visitor to place an order.