Moving Outdoor Ad Tracking With Mobile Retargeting Analytics
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Solution Overview
Problem
Existing outdoor advertising, particularly moving or mobile advertising, lacks accurate conversion metrics, making it difficult for advertisers to assess campaign effectiveness and optimize their budgets.
Innovation Solution
A system and method that combines moving outdoor advertising with mobile retargeting tools, using a vehicle-mounted device to collect Wi-Fi and Bluetooth signals from mobile devices to track impressions, locations, and provide analytics for conversion-based advertising.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If moving outdoor advertising is used to increase ad exposure, then advertising reach is improved, but the ability to track and measure campaign success deteriorates
Solution Approach 1:
The system implements feedback by collecting data from tracking devices positioned along the route and transmitting it to a server, which then provides campaign analytics back to advertisers. This closed-loop feedback mechanism enables measurement of impressions, geographic reach, and campaign performance despite the mobile nature of the advertising.
Solution Approach 2:
A server acts as an intermediary between the moving advertising display and the advertiser. The server collects data from multiple tracking devices, processes the information, and provides comprehensive campaign metrics, thereby mediating the information flow between the mobile ad system and the advertiser's measurement needs.
2Measurement precision
If traditional stationary advertising locations are used, then campaign measurement is improved, but advertising flexibility and mobility deteriorate
Solution Approach 1:
The system transitions from static advertising locations to dynamic mobile advertising while maintaining measurement capability. The advertising display moves along predefined routes, and tracking devices dynamically capture data at different locations, enabling both mobility and precise measurement of campaign performance across multiple geographic points.
3Measurement precision
If multiple tracking devices are deployed to improve measurement accuracy, then data collection is improved, but system complexity and cost deteriorate
Solution Approach 1:
Tracking devices are designed with multi-functionality, serving as both geographic markers and data collection points. Each tracking device contributes to multiple measurement objectives including impression counting, geographic reach determination, and route validation, thereby reducing the need for separate specialized devices for each function.
Applied Scientific Principles
This section explains which scientific principles are used to turn an abstract innovation direction into a practical engineering solution.
Function Achieved in This Case
Enables accurate tracking of conversion metrics, allowing advertisers to optimize campaigns by measuring ROI, gross profit, and profit, and enabling retargeting for enhanced effectiveness.
Implementation Method 1
the processor of the mobile device may then triangulate its position based on the time difference of arrival of the synchronized signal at the mobile device and the time of transmission of the synchronized signal from the cellular towers
Implementation Method 2
In some aspects, Wi-Fi signals and Bluetooth signals may be collected from mobile devices that are in the range of a Moving Impression Analytics Tracking Device
Implementation Method 3
In some aspects, Wi-Fi signals and Bluetooth signals may be collected from mobile devices that are in the range of a Moving Impression Analytics Tracking Device
Data Source
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AI summary
An advertising campaign may be carried out using moving outdoor advertising. Advertisers typically like to manage and track the success of their advertising campaigns. Aspects of the present application may be seen to assist with such management and tracking by providing impression analytics, location analytics, time analytics and frequency reports. Furthermore, aspects of the present application may be seen to provide an ability to augment a moving outdoor advertising campaign with a mobile device retargeting advertising campaign. Then, such metrics as return on investment, profit and gross profit may be tracked. In some aspects, Wi-Fi signals and Bluetooth signals may be collected from mobile devices that are in the range of a Moving Impression Analytics Tracking Device.