Interactive Location-Based Advertising System
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Solution Overview
Problem
Current point-of-purchase advertising systems lack interactivity and fail to leverage the combined power of high-quality video displays and Internet-like personalized interactivity, limiting their ability to engage consumers and capture user information effectively, especially in retail environments.
Innovation Solution
A system and method that enables interactive, location-based presentation and advertising using network addressable screens, allowing mobile communications devices to control and access content on high-definition displays via a distributed web-based service with a closed-loop marketing system and database, enabling real-time user interaction tracking and screen updates.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If conventional television promotional material is displayed at point of purchase, then advertising reach is improved, but interactivity and consumer engagement are lost
Solution Approach 1:
The system implements feedback by capturing consumer interactions with the advertising content and using this information to dynamically update and personalize subsequent advertisements. Sensors detect consumer presence, engagement level, and preferences, then feed this data back to the content management system which adjusts the advertising content in real-time, creating a closed-loop marketing system that continuously improves engagement based on actual consumer responses.
Solution Approach 2:
The advertising system transitions from static television promotional material to dynamic, adaptive content that changes in real-time based on consumer behavior. The system dynamically adjusts advertisement content, timing, and personalization based on detected consumer engagement, transforming the fixed medium into a flexible, responsive platform that adapts to individual consumer preferences and actions.
2Ease of operation
If interactive systems are placed at point of purchase, then consumer engagement is improved, but remote accessibility and store closure operation are lost
Solution Approach 1:
The system achieves multi-functionality by supporting both local interactive access at the point of purchase and remote access via mobile devices. The same advertising content and interaction mechanisms work whether consumers are physically present at the store or accessing remotely through their smartphones, making the system universally accessible regardless of location or store operational status.
Solution Approach 2:
Mobile devices serve as an intermediary that bridges the gap between consumers and the point-of-purchase advertising system when consumers cannot physically access the store. The system transmits advertising content and interaction capabilities to consumers' mobile devices, allowing them to engage with the advertising system remotely as if they were physically present, thus extending accessibility beyond store hours and physical boundaries.
3Adaptability or versatility
If handheld devices are used for advertising information, then portability is improved, but visual impact and consumer engagement are reduced
Solution Approach 1:
The system merges the advantages of both large-format displays and mobile accessibility by using mobile devices as remote controllers for large point-of-purchase screens. Consumers interact with the system through their handheld devices, which then control and synchronize with the high-impact display screens at the store, combining the portability and ease of mobile access with the visual impact of large-format displays.
4Adaptability or versatility
If remote control of screen content is enabled, then consumer accessibility is improved, but system complexity and network requirements increase
Solution Approach 1:
The system implements self-service by using the consumer's existing mobile device as the remote controller, eliminating the need for specialized control hardware. The mobile device's camera, processor, and communication capabilities are leveraged to perform control functions, and the system automatically handles content synchronization and interaction routing without requiring complex manual configuration or additional control infrastructure.
Data Source
AI summary
A system and method of interactive, location-based presentation and advertising that enables users with wireless network addressable communications devices to control multi-media content on network addressable screens and enables marketers to track, monitor and respond to users interactions in real time. A Proxy Gateway directs a network addressable client PC, connected to a digital display, to serve local content or pull content from one or more web servers. A wireless, network addressable device, typically a mobile phone, is used to communicate commands to the physically remote Proxy Gateway. The Proxy Gateway bridges between the communications device and the display by interpreting the commands from the communications device, forwarding them to the client PC which may pull content from the appropriate web server, or display native message content.