Interactive Digital Advertising System for Ad Blindness

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Solution Overview

Problem

Digital advertising faces significant challenges due to ad blindness, where users subconsciously ignore ads, leading to reduced revenue for publishers, and existing solutions like rich media ads and pop-ups are either ineffective or annoying, while ad blockers and micropayments have not been successful in addressing these issues.

Innovation Solution

An interactive digital advertising system that displays a visual advertisement with multiple possible responses to an instruction, where access to content is provided only upon selecting a correct response, allowing for accurate user interaction and data capture while incentivizing attention to the advertisement.

Engineering Contradictions & Design Principles

VSEngineering Contradiction Analysis

1Reliability

If traditional ads are displayed beside content, then ad inventory is available to publishers, but ad blindness causes users to ignore 90% of ads

Engineering Contradiction:

Improvead effectivenessVSAvoidrevenue generation

Core Design Contradiction:

ReliabilityVSProductivity

Solution Approach 1:

The system presents multiple choice questions to users before allowing them to access content, requiring them to engage with the advertisement message first. This preliminary interaction ensures users process the ad content before proceeding, eliminating ad blindness while maintaining revenue opportunities.

Inventive Principle:

Principle #10Preliminary action

Solution Approach 2:

The system provides immediate feedback to users by revealing whether their answer is correct or incorrect, and only allows content access when the correct answer is selected. This feedback mechanism ensures users pay attention to the advertisement message and understand it before accessing content.

Inventive Principle:

Principle #23Feedback

2Illumination intensity

If rich media ads with animations and videos are used to grab user attention, then ad visibility increases temporarily, but users rapidly adjust and continue to ignore them

Engineering Contradiction:

Improvead visibilityVSAvoidlong-term ad effectiveness

Core Design Contradiction:

Illumination intensityVSProductivity

Solution Approach 1:

The system changes the fundamental parameter of ad interaction from passive viewing to active participation. Instead of relying on visual intensity to capture attention, users must cognitively engage by answering questions, creating sustained attention that doesn't fade over time.

Inventive Principle:

Principle #35Parameter changes

3Illumination intensity

If pop-up ads are used to force user attention, then ad visibility is maximized, but user experience becomes highly annoying and readers are lost

Engineering Contradiction:

Improvead visibilityVSAvoiduser experience

Core Design Contradiction:

Illumination intensityVSEase of operation

Solution Approach 1:

The system merges the advertisement with the content access mechanism itself. Rather than separating the ad from the content (as in pop-ups), the ad interaction becomes the gateway to content, making the ad experience integral to the user journey rather than an interruption.

Inventive Principle:

Principle #5Merging (Combining)

Solution Approach 2:

The system converts the potential harm of blocking content access into a benefit by using the access control mechanism to deliver the advertisement message effectively. Users must engage with the ad to gain access, turning what could be a restrictive measure into an effective advertising tool that enhances rather than degrades experience.

Inventive Principle:

Principle #22Blessing in disguise (Convert harm into benefit)

4Ease of operation

If ad blockers are used to prevent ads from displaying, then user convenience is improved, but publisher revenue is hugely damaged

Engineering Contradiction:

Improveuser convenienceVSAvoidpublisher revenue

Core Design Contradiction:

Ease of operationVSProductivity

Solution Approach 1:

The system performs the advertising function as a preliminary step before content access, embedded in the natural user flow. This approach makes ad blocking ineffective because the ad interaction is structurally integrated into the content delivery mechanism itself, not an overlay that can be blocked.

Inventive Principle:

Principle #10Preliminary action

5Measurement precision

If multiple choice questions are presented to users, then accurate user interaction and data capture are achieved, but users must spend time selecting responses

Engineering Contradiction:

Improveuser interaction accuracyVSAvoiduser time

Core Design Contradiction:

Measurement precisionVSLoss of time

Solution Approach 1:

The system uses multiple choice questions with a limited set of predefined answers rather than open-ended responses. This partial action approach captures sufficient user interaction data for accurate measurement while minimizing the time users need to spend formulating responses, as they only need to select from given options.

Inventive Principle:

Principle #16Partial or excessive action

Data Source

PatentUS11615446B2Method and system for providing interactive digital advertising

Publication Date: 2023.03.28 REZONENCE

AI summary

The present invention relates to a method for providing interactive digital advertising. The method includes the display of a digital advertisement and several possible responses to an instruction relating to the advertisement to a user on a device. When a correct response is selected by the user, content is made accessible to the user. Several of the possible responses may be correct and/or the user may be given an opportunity to reselect one of the possible responses if their response is incorrect. A system is also disclosed.