Mobile Device Unique ID for Live Event Ad Engagement Tracking
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Solution Overview
Problem
Advertisers and media companies face challenges in assessing the effectiveness of advertisements displayed at live events, as attendees may not be paying attention due to leaving their seats or being occupied with mobile devices, making it difficult to gauge the actual reach of the advertisements.
Innovation Solution
A system that uses mobile devices to create a unique ID for each attendee based on their ticket information, allowing them to respond to visual cues or queries through their devices, which are then tracked and analyzed to provide real-time feedback on audience engagement with advertisements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisers display advertisements on screens at live events, then the advertisements can be shown to attendees, but it is difficult to measure whether attendees are actually paying attention to the advertisements
Solution Approach 1:
The system implements feedback by capturing attendee responses through mobile device inputs (surveys, polls, contests) and using this data to measure advertisement effectiveness. The feedback loop allows advertisers to see real-time engagement metrics and adjust campaigns accordingly, transforming the unknown attention state into measurable data.
Solution Approach 2:
The patent introduces mobile devices and a central server as intermediaries between the advertisement display system and the attendees. These intermediaries capture and transmit engagement data, enabling precise measurement of advertisement effectiveness without requiring direct observation of attendee behavior.
2Adaptability or versatility
If attendees use mobile devices during the event, then they can engage with content, but advertisers cannot determine if attendees are watching advertisements or using their devices
Solution Approach 1:
The system makes the mobile device universal by integrating multiple functions: it serves as both the advertisement delivery channel (through the official event app) and the measurement tool (through survey responses and engagement tracking). This multi-functionality allows attendees to use their devices freely while simultaneously enabling precise measurement of advertisement reach and effectiveness.
3Productivity
If the system tracks attendee responses in real-time, then advertisers can get immediate feedback on campaign effectiveness, but the system complexity increases
Solution Approach 1:
The system implements self-service by automatically capturing attendee responses through the mobile app without requiring manual data collection. The central server automatically processes survey answers, poll responses, and contest entries, generating real-time analytics that advertisers can access immediately, reducing the need for complex manual tracking infrastructure.
4Loss of information
If the system collects detailed survey data from attendees, then valuable insights can be gathered, but attendee privacy concerns increase
Solution Approach 1:
The system applies local quality by differentiating between types of data collection - mandatory anonymous survey questions for basic engagement metrics versus optional detailed responses for deeper insights. This allows the system to collect necessary data for measurement while minimizing privacy intrusion by making detailed data collection optional and context-specific rather than universal.
Data Source
AI summary
A method is provided for interacting with audience members in an event, each of the potential attendees having available thereto a unique identifier. The method comprises creating, for an attendee, a unique ID (UID) on a mobile wireless device (MWD) by the steps of inputting to the MWD one of the unique identifiers, combining the obtained unique identifier with a UID time stamp at the time of creation of the UID; receiving with a server on a first wireless channel communications from the MWD; registering the UID at the physical location of the event; generating a visual query; displaying on the MWD response indicators; receiving at the server from the registered attendee a response, to the query over the first wireless channel; and storing in a database on the server the received response in association with the displayed query.