Multi-Screen Story Advertising for Cross-Device Campaign Adaptation
Find Innovative SolutionsGenerate Solutions
Solution Overview
Problem
Existing digital advertisement technologies fail to adapt to users' screen shifting behavior across multiple devices, requiring separate campaigns for each device and lacking responsiveness to user events and context changes.
Innovation Solution
A responsive advertising system that allows advertisements to dynamically change based on user events, device type, and context, using a unified authoring platform to create a cohesive story-like experience across multiple screens.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If separate advertisement campaigns are created for each device type and screen size, then advertisement targeting precision is improved, but campaign management complexity increases
Solution Approach 1:
The patent merges multiple device-specific advertisement campaigns into a single unified campaign that automatically adapts to different devices, screen sizes, and user contexts. The system consolidates campaign management while maintaining precise targeting through automated device detection and contextual adaptation mechanisms.
Solution Approach 2:
The patent creates a universal advertisement delivery system that functions across multiple device types, screen sizes, and contexts through a single campaign configuration. The advertisement unit is designed to be multi-functional, automatically adjusting its presentation based on the receiving device characteristics without requiring separate campaigns for each scenario.
2Ease of manufacture
If fixed advertisement unit footprints are used for each device, then delivery simplicity is improved, but adaptability to user context and events deteriorates
Solution Approach 1:
The patent transforms fixed advertisement footprints into dynamic units that automatically adjust their size, shape, and content based on device characteristics, user context, and events. The advertisement delivery system continuously adapts the advertisement unit parameters in response to changing conditions while maintaining simplified delivery through automated control.
Solution Approach 2:
The patent changes advertisement unit parameters (size, shape, content, positioning) dynamically based on device type, screen resolution, user context, and events. The system modifies these parameters automatically without requiring manual configuration for each scenario, achieving both adaptability and delivery simplicity.
3Adaptability or versatility
If multiple separate campaigns are managed for different devices, then user reach is improved, but operational complexity increases
Solution Approach 1:
The patent combines multiple device-specific campaigns into a single unified campaign that reaches users across all devices. The system maintains comprehensive user reach by detecting device characteristics and automatically delivering appropriate advertisement versions through one centralized campaign management interface.
Solution Approach 2:
The patent enables the advertisement delivery system to automatically detect device types, screen sizes, and user contexts, then self-adjust the advertisement units without manual intervention. The system serves itself by automatically configuring and delivering appropriate advertisements across multiple devices through a single campaign.
Data Source
AI summary
A responsive advertising system is described herein that provides an advertising solution for responsive, multi-screen website design. The system allows an advertisement to change based on events, actions of the user, or other criteria that the advertiser specifies, such that the actual content of the advertisement evolves in a kind of story line. If a user first accesses a website with an embedded advertisement on the user's desktop computer, the user may see a first version of the advertisement. If the user accesses the site again from the user's smartphone or other mobile device, then the system can serve a different version of the advertisement. Thus, the system provides an advertisement authoring and serving platform that allows for the creation of a new type of highly responsive advertisement that changes over time and across devices to tell a cohesive story and does so in a unified advertising unit format.