Intent-Based Mobile Ad Selection via Navigation Cues

Resolve Bottlenecks,
Find Innovative SolutionsGenerate Solutions

Solution Overview

Problem

Existing geofencing technologies often present irrelevant advertisements to users based on their proximity to points of interest, rather than their intended destinations, leading to annoying and intrusive experiences.

Innovation Solution

A mobile device system that generates a list of points of interest related to user-specified intent, augmenting entries with promotional materials and presenting them based on user intent data, allowing users to select relevant locations and receive targeted advertisements or promotions, even when not at the exact location.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Productivity

If geofencing is used to present advertisements based on user proximity to points of interest, then advertisement delivery capability is improved, but advertisement relevance deteriorates

Engineering Contradiction:

Improveadvertisement delivery capabilityVSAvoidadvertisement relevance

Core Design Contradiction:

ProductivityVSLoss of information

Solution Approach 1:

The system performs preliminary actions by determining the user's intended destination before presenting advertisements. The mobile device identifies where the user wants to go and uses this intent information to select relevant advertisements, rather than simply reacting to current location. This preliminary determination of user intent ensures that advertisements are relevant to the user's actual needs and plans.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system incorporates feedback mechanisms by continuously monitoring user behavior, navigation actions, and interaction patterns to refine understanding of user intent. The advertisement selection process uses feedback from user navigation choices and engagement with location-based services to improve the relevance of presented advertisements over time.

Inventive Principle:

Principle #23Feedback

2Productivity

If geofencing continuously monitors user location, then advertisement targeting capability is improved, but user annoyance increases

Engineering Contradiction:

Improveadvertisement targeting capabilityVSAvoiduser annoyance

Core Design Contradiction:

ProductivityVSObject-affected harmful factors

Solution Approach 1:

The system applies local quality by making advertisement presentation context-dependent on user intent rather than uniformly based on location. Advertisements are selectively presented only when they match the user's demonstrated intent to visit a particular location, creating localized, intent-based advertisement zones rather than broad geofenced areas. This ensures advertisements appear only where they are relevant to the user's current goals.

Inventive Principle:

Principle #3Local quality

Solution Approach 2:

The system uses partial action by selectively presenting advertisements only for locations that match user intent, rather than continuously presenting all available advertisements in geofenced areas. The mobile device filters and presents a subset of advertisements that are most relevant to the user's demonstrated navigation behavior and stated preferences.

Inventive Principle:

Principle #16Partial or excessive action

3Speed

If advertisements are presented based on current location, then advertisement delivery speed is improved, but advertisement accuracy deteriorates

Engineering Contradiction:

Improveadvertisement delivery speedVSAvoidadvertisement accuracy

Core Design Contradiction:

SpeedVSMeasurement precision

Solution Approach 1:

The system performs preliminary determination of user intent by analyzing navigation actions, selected destinations, and user preferences before selecting and delivering advertisements. This preliminary analysis occurs in real-time as the user navigates, allowing the system to quickly present accurate advertisements without delay.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system replaces the mechanical geofencing approach with an information-processing approach that uses machine learning and intent analysis algorithms. Instead of relying solely on positional mechanics, the system processes user behavior data, navigation patterns, and preference information to accurately determine advertisement relevance, achieving both speed and precision.

Inventive Principle:

Principle #28Mechanics substitution (Replace mechanical system)

Data Source

PatentUS8611930B2Selecting informative presentations based on navigation cues and user intent

Publication Date: 2013.12.17 APPLE INC

AI summary

Promotional or informational materials are selected for presentation to mobile device users based at least in part on knowledge about where those users intend to go. If a user performs a points-of-interest search that evinces a particular intent, then the mobile device can select informational materials that are associated with that particular intent, and then display those informational materials. The informational materials selected can be limited to those that are mapped to a point of interest that the searching user selected from a list of points of interest that are relevant to the user's specified intent. Additionally or alternatively, the mobile device might display only the informational materials that are mapped to a particular point of interest in response to detecting that the user has entered within a specified proximity of that particular point of interest, as determined through a global positioning system of the user's mobile device.