Moving Outdoor Advertising Impression Analytics
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Existing outdoor advertising methods, particularly static billboards, face challenges in measuring conversion metrics due to signal variability and directional interference, leading to inefficient targeting and budget waste, as they cannot accurately track impressions from individuals who do not see the advertisements.
Innovation Solution
A system that combines moving outdoor advertising with mobile device retargeting using a Moving Impression Analytics Tracking Device (MIATD) equipped with a wireless local area network adapter to scan Wi-Fi and Bluetooth signals, collecting device identifiers and location data to provide accurate impression analytics and enable targeted advertising.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Area of stationary object
If static billboard advertising is used, then advertising coverage area is increased, but measurement precision of conversion metrics deteriorates due to signal variability and directional interference
Solution Approach 1:
The patent transitions from static billboard advertising to dynamic moving outdoor advertising on vehicles. The advertising medium becomes mobile, allowing it to move through different locations and orientations, which enables more accurate tracking of impressions and conversions by associating them with specific geographic locations and device identifiers.
Solution Approach 2:
The system implements feedback mechanisms by collecting device identifiers (such as mobile device IDs) from individuals who view the moving advertisements, tracking their locations, and measuring actual conversions. This feedback loop allows advertisers to measure conversion metrics accurately and optimize campaigns based on real performance data.
2Measurement precision
If moving outdoor advertising with device tracking is implemented, then measurement precision of conversion metrics is improved, but device complexity of the advertising system increases
Solution Approach 1:
The system uses universal mobile devices (smartphones, tablets) that individuals already carry, which have built-in capabilities for wireless communication and location tracking. By leveraging these existing universal devices rather than requiring specialized tracking equipment, the system achieves precise measurement without proportionally increasing complexity.
Solution Approach 2:
The patent introduces an intermediary analytics platform that processes device identifiers, location data, and conversion information. This intermediary system consolidates the complexity of tracking and measurement, allowing the moving advertisement vehicles themselves to remain relatively simple while achieving sophisticated measurement capabilities through the backend analytics infrastructure.
3Ease of operation
If traditional outdoor advertising is used, then ease of operation is maintained, but loss of information about actual conversions increases
Solution Approach 1:
The system enables self-service tracking by automatically collecting device identifiers and location data from mobile devices in the vicinity of moving advertisements. Individuals inadvertently provide their own tracking information through their mobile devices' wireless communications, eliminating the need for manual data collection while reducing information loss about actual conversions and impressions.
Data Source
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.