Location Indicator in Proximity-Based Digital Advertisements
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Online advertisements for entities with physical locations lack sufficient information about the physical locations, making it difficult for users to take actions on these ads, as they often require leaving the ad context and may not be motivated to visit the locations without awareness of their proximity.
Innovation Solution
An online system displays advertisements for entities with physical locations, including information about the proximity of the client device to the location, such as distance, travel time, and compass heading, to encourage users to take actions by providing relevant location-based details.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If online advertisements for entities with physical locations are displayed without location information, then the advertisement content can be simple and easy to generate, but users cannot take actions on the ads because they lack sufficient information about the physical locations
Solution Approach 1:
The system pre-determines proximity information between users and physical locations before ad display, so that when an ad is shown, the location information is already prepared and can be immediately included without adding complexity to the ad generation process
Solution Approach 2:
The system introduces an intermediary component that calculates and provides proximity information between users and physical locations, separating the complex location calculation logic from the advertisement display logic, thus resolving the contradiction between providing complete information and maintaining system simplicity
2Productivity
If users are provided with detailed physical location information in advertisements, then user engagement and motivation to visit locations increases, but the advertisement context becomes more complex and requires additional processing
Solution Approach 1:
The system provides different levels of location information based on user needs and ad contexts - showing only essential proximity information (distance, travel time) in the main ad, with detailed location information available on-demand through user interaction, thus increasing engagement without overwhelming the ad context
Solution Approach 2:
The advertisement dynamically adapts its content based on real-time proximity data, showing relevant location information only when users are near physical locations, thereby increasing engagement at appropriate moments without permanently complicating the advertisement structure
3Ease of operation
If users must leave the ad context to retrieve physical location information, then the advertisement can remain simple, but user convenience decreases and action-taking becomes difficult
Solution Approach 1:
The system merges physical location information directly into the advertisement context, combining what users need to know about the location with the ad content itself, eliminating the need to leave the ad context and improving both convenience and information accessibility simultaneously
4Adaptability or versatility
If the system determines real-time proximity of users to physical locations, then relevant location-based advertisements can be displayed, but the system complexity and computational requirements increase
Solution Approach 1:
The system leverages the user's own device capabilities (GPS, location services) to determine proximity, allowing the device to self-report its location to the system, thus achieving location-based ad targeting without requiring complex tracking infrastructure on the server side
Data Source
AI summary
Advertisement content associated with an entity having a physical location is selected for display to a user by a client device. A proximity of the client device to the physical location is determined. In response to determining the proximity between the client device and the physical location, an advertisement is generated that includes the advertisement content and an indicator of the physical location. The generated advertisement is sent to the client device for display to the user.