Multi-view Advertising System with Beamlet Targeting
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Solution Overview
Problem
Conventional advertising methods in physical stores lack the ability to provide targeted and personalized advertisements to individual customers, as existing technologies cannot effectively differentiate and deliver distinct content to multiple viewers simultaneously within the same viewing zone, leading to inefficiencies in reaching specific audiences.
Innovation Solution
A multi-view (MV) advertising system utilizing MV displays with individually controllable beamlets and a system controller that defines viewing zones and maps attributes to specific beamlet directions, allowing for simultaneous display of different content to multiple viewers based on their attributes, such as location, purchase history, and demographics.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If conventional signage is used in physical stores, then advertising content is visible to all customers, but the ability to provide targeted and personalized advertisements to individual customers is lost
Solution Approach 1:
The display surface is divided into multiple independently controllable beamlet regions that can be directed at different viewing zones. Each beamlet can be individually controlled to display different advertising content to different customers simultaneously, enabling personalized targeting while maintaining a single physical display structure.
Solution Approach 2:
The system adds a spatial dimension to traditional 2D display by utilizing beamlet directionality and viewing zone positioning. Advertising content is delivered not just through different display locations, but through controlled light beam directions that correspond to specific customer positions, creating a three-dimensional targeting capability.
2Adaptability or versatility
If sensors are used to observe shopper behavior and trigger advertising presentations, then targeted advertising can be delivered to one shopper, but only one shopper can receive the targeted message at a time and everyone in the vicinity is exposed to the presentation
Solution Approach 1:
The display is segmented into multiple beamlet groups that can be independently controlled. Each beamlet or group of beamlets can be directed at different viewing zones corresponding to different customers' positions, allowing simultaneous delivery of personalized advertising content to multiple customers without requiring multiple separate displays.
Solution Approach 2:
A single MV display structure performs multiple functions that would traditionally require multiple separate displays. It can simultaneously target multiple customers with different advertising content based on their positions, demographics, and shopping behavior, replacing what would otherwise require multiple independent signage systems.
3Ease of operation
If personal devices are used to push advertisements to users, then targeted advertising can be delivered to individuals, but the system becomes annoying and users will disable the application
Solution Approach 1:
The system uses the store's existing point-of-purchase display infrastructure as an intermediary to deliver personalized advertising content. Instead of requiring customers to interact with their personal devices, the advertising content is projected through the display system to which customers are already exposed during their shopping experience, making the targeted advertising seamless and non-intrusive.
Data Source
AI summary
A multi-view (MV) advertising system includes an MV display including one or more MV pixels, each configured to emit beamlets in different directions in a beamlet coordinate system. The MV advertising system receives, via an input node, a first attribute of a first viewer or of a first viewing zone and, optionally, a second attribute of a second viewer or of a second viewing zone. The MV advertising system controller defines the first and second viewing zones relative to the MV display in a viewing zone coordinate system, determines a mapping that translates between the viewing zone coordinate system and the beamlet coordinate system, associates first and second targeted advertising contents with the first and second viewing zones based at least on the first and second attributes, and controls the MV display to project first and second images generated from the first and second targeted advertising contents to the first and second viewers at the first and second viewing zones, respectively.