Mobile Device Unique ID System for Live Event Audience Measurement
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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 be distracted or leave their seats, making it difficult to gauge the actual viewership of 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 displayed during events through a wireless network, enabling real-time collection of statistical data on audience engagement with advertisements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If advertisement is displayed on a screen at a live event, then advertisers expect a certain portion of attendees to view the advertisement, but it is difficult to obtain feedback on the actual effectiveness of the advertisement in reaching attendees
Solution Approach 1:
The patent implements a feedback mechanism where attendees use mobile devices to respond to visual cues during the event. The system collects response data from multiple attendees and provides real-time feedback to advertisers about advertisement effectiveness, directly addressing the lack of measurement precision and information loss on actual viewership.
Solution Approach 2:
The patent introduces mobile devices as intermediaries between the advertisement display and the attendees. These devices capture attendee responses and transmit data to a central system, serving as a mediator that bridges the gap between the advertisement and the measurement system, enabling precise tracking of advertisement effectiveness.
2Reliability
If attendees are occupied with mobile devices or leave their seats, then advertisement viewing is reduced, but there is no mechanism to track or measure this impact
Solution Approach 1:
The system continuously collects feedback from attendees through mobile device responses during the event. This real-time feedback mechanism provides reliable data on whether attendees are engaged with the advertisement or distracted, allowing advertisers to assess the actual delivery and effectiveness of their advertisements despite attendee mobility or device usage.
Solution Approach 2:
The patent replaces traditional mechanical measurement methods (such as manual surveys or observational studies) with an automated electronic system using mobile devices and wireless communication. This substitution enables continuous, real-time tracking of attendee engagement without disrupting the natural event flow, improving reliability while capturing detailed engagement information.
3Measurement precision
If real-time feedback on advertisement viewing is implemented, then advertisers can assess effectiveness accurately, but the system complexity and data collection infrastructure increase
Solution Approach 1:
The patent makes existing mobile devices perform multiple functions: they serve as both the attendees' personal devices for event interaction and as measurement instruments for advertisement effectiveness. This multi-functionality reduces the need for separate specialized equipment, thereby limiting the increase in system complexity while maintaining high measurement precision.
Solution Approach 2:
The system leverages attendees' own mobile devices to collect measurement data, rather than requiring separate tracking equipment for each attendee. Each attendee's device independently captures and transmits engagement data, making the measurement process self-service oriented and reducing the overall system complexity while achieving precise viewership measurement.
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.