Mobile Survey Input for Live-Event Advertisement Engagement Tracking
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Solution Overview
Problem
Advertisers and sponsors face challenges in determining the effectiveness of their advertisements at live events, as attendees may not be viewing the screens due to leaving their seats or being engaged with their mobile devices, making it difficult to gather accurate feedback on audience engagement.
Innovation Solution
A system that uses mobile devices as input devices to create unique IDs for attendees, allowing responses to visual cues displayed at events, which are then correlated with the attendee's location and timestamp to track engagement and collect statistical data.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If traditional screen-based advertisement display is used at live events, then advertisers can display their advertisements to attendees, but they cannot accurately determine if attendees are actually viewing the advertisements
Solution Approach 1:
The patent introduces mobile devices as an intermediary between the advertisement display system and the attendees. The mobile device captures images of attendees viewing advertisements and transmits them to a server for analysis, serving as a mediator that enables remote monitoring and verification of advertisement viewing without requiring direct physical presence at the display location.
Solution Approach 2:
The system implements a feedback mechanism where images captured by mobile devices are analyzed by image recognition software to determine whether attendees are actually viewing advertisements. This feedback loop provides advertisers with concrete data on advertisement effectiveness, allowing them to adjust their strategies based on real-world viewing behavior rather than making assumptions.
2Ease of operation
If attendees use mobile devices during events, then they can be engaged with their devices, but advertisers lose the ability to gauge audience engagement with their advertisements
Solution Approach 1:
The patent replaces traditional mechanical methods of engagement measurement (such as physical surveys or direct observation) with electronic image capture and automated image recognition technology. Mobile devices capture images, and software automatically analyzes whether attendees are viewing advertisements, providing precise measurement without disrupting attendee convenience or requiring direct interaction.
3Measurement precision
If advertisers want accurate feedback on advertisement effectiveness, then they need to track attendee viewing behavior, but this requires complex monitoring systems
Solution Approach 1:
The system creates digital copies of the advertisement viewing experience by capturing images with mobile devices and transmitting them to a remote server. Instead of requiring complex local monitoring infrastructure at the event venue, the solution uses simple image capture and relies on remote computational resources for analysis, significantly reducing on-site complexity while maintaining high measurement precision.
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.